Once you place your media
buy, do you wonder who is actually seeing your advertising?
Could you be wasting valuable media dollars on the wrong
audience?
With the current economic climate, it's more important
than ever to spend marketing budgets wisely. That's why it's
worth investing in a relationship with a media-savvy agency.
What to look for?
1. Lack of media bias - Your agency shouldn't
push television just because they like to produce TV spots
that they can submit to awards competitions. Instead, each
medium proposed should be accompanied by a results-driven
rationale.
2. Knack for testing - It's good to allocate some
portion of your budget to testing different media
alternatives, because if you don't try it, you'll never know
if it works better than your current mix. With positive
results, you can then roll it out and maximize your ROI.
3. Ability to go beyond traditional - Some media
planners and buyers stick with what they know -- the stand-bys
of print and broadcast. But are they considering all of the
ways you could reach your audience? Your media plan should
include a section on media that was considered but not
recommended so you can make sure all the bases are
covered.
With these three attributes in mind, you can find an
agency that will develop a strategic media plan that puts your
marketing dollars in the right place at the right time to
deliver results. So that your media buy doesn't go to the
dogs.
|
