Media Planning

Know your target

Know Who Your Target Is

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By Patti Harrison

When placing media we look for the trifecta – ‘the right time, in the right place, for the right price’.   It’s pretty easy to nail the right time and we work real hard to ensure the right price.  The most important leg of this three legged stool is the right place.  

Many marketers assume the right place is whether it’s a TV ad versus Social Post, Outdoor Board, etc.  or if it is local, regional, or network ad.  You get the picture.  There is actually a whole lot more that goes into determining the right place and it all starts with KNOWING YOUR TARGET.  The primary target for any advertiser has to be clearly understood in order to find the “right place” to reach them. 

The right place also refers to using targeted messaging.  Using a scattershot approach because you want to reach everybody is a huge waste of money.  You should have a clear understanding of the want and need of your target in order to develop a message that they can connect and engage with.  (Oh and it should go without saying that the product you’re advertising should actually fill that need.)

The right place is also about digging deep to uncover the perfect positioning within each medium.  For example, what social platform does the best job of engaging with the primary target. Or what specific TV program, and should it be a six second ad or a thirty.  Or what outdoor board is most likely on the primary target’s commute to work.  You may have hit a home run with your creative message but if it is in the wrong place it may as well be invisible.

Clearly defining your target audience will allow you to

#1. Develop messaging that resonates with your target

#2.  Have a better understanding of when and how they are consuming media

#3. Market directly to them

Really knowing and understanding your target is the gateway to increased sales, higher profit, and increased Brand Awareness.  Now that is the perfect trifecta!

Print in 2020

Print in 2020?

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By: Haley Lewis

In today’s digital world, is print actually dead? There is no doubt that print advertising has been declining in recent years, however, there are still some benefits for this type of traditional advertising.

Whether print advertising will be successful for your business is largely dictated by the audience you are trying to reach and the product or service you are promoting. If your audience is 65+, print may be a good choice as this age group tends to be big avid readers of local papers and are often a largely overlooked generation.

Print is also a good choice if you have a niche market you are trying to reach. There are thousands of magazines all dedicated to a specific category. Magazines and newspapers are also great if you are trying to reach a demographic in a specific geographic location as it can be extremely targeted.

If you want your audience to know your brand is involved in their community, print certainly can achieve that. As guides to local events, news, and other happenings around town, newspapers are a useful tool for communities. This creates a trust between your business and the consumer. According to Gail Gardner at All Business, 56% of all consumers trust print marketing more than any other advertising method. 

So, is print actually dead? Definitely not. Is it undervalued? Absolutely.

10.24 Patt - Why Hire Media Agency

The Time to Hire a Media Buying Agency is Now

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By Patti Harrison

The change in how we consume media has literally provided us marketers with endless opportunities to reach consumers, making the role of media planners and buyers central to shaping a brand.  Choosing which communication methods to use should be pivotal in driving strategy as we move forward in our consumer centric universe.

With all the complexities of media selection, the relevancy of using an agency that specializes in placing media has never been greater. It takes a dedicated team that is managing media full time to stay up to speed on its rapid paced evolution.  It takes platform agnostic team that can provide the necessary checks and balances.

National Media Consultant, David Angell trinityp3.com sums up the necessary qualities to look for when securing a Media Buying Agency.

  1. Consultative. You want an agency of thought-leaders, educators, confidants and sounding boards, people who have the right balance of a focus on the reality of now and a focus on future possibilities.
  2. Compliant. You want an agency with a clear structure, and which demonstrates clarity and flexibility in its dealings with you, an agency that’s willing to stand up and be counted on their own performance and their contribution to yours. You also want an agency that’s prepared to help drive best practice in the industry to which they belong.
  3. Commercial. You want an agency that can handle itself, that trades with the right balance of confidence, assertive power and knowledge. You want an agency that can get the job done when the rubber hits the road. You want an agency that is not the cheapest but is the best you can buy into – and which buys into you.
  4. Collaborative. You want an agency that’s adaptable enough to thread itself through your organization across all touch points, and those of your other agency suppliers, with the appropriate amount of grace, care and conviction.

#winningteam, #mediabuying, #harrisonmedia, #adagency