Presented by Wendy Payton-Enriquez,
Partner in pearl brand communications
Why buy media now?
- Because out of sight IS out of mind. Advertisers see the highest growth in sales and net income during and after a recession.
- You can take advantage of competitive opportunity
- You can realize long term positive gain
- You can find good deals
- You can be a hero to your customers
Do your homework
- Decide what you want to spend
- Decide who your audience is
- Discover what makes your audience “tick” – demographics and psychographics
- Determine what your end game is: awareness, influence public opinion; drive traffic to Web site or storefront
- Determine media vehicles based on the reach and frequency, gross ratings points, cost
- Build your roster – use your reps as your consultants, use their data to your benefit
Think strategically
- Own a medium or outlet
- Look for exclusivity
- Choose quality over quantity
- Be picky
- Don’t overextend
- Don’t skimp on creative
- Don’t be afraid to try something new
Go for it!
- Use written insertion orders
- Hold media outlets accountable to performance
- Make adjustments to your plan
- When all else fails, call in the experts