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Ensuring Effective Media Buys
There is an old southern saying that says, “The engine’s runnin’ but nobody’s driving.” When you think about the launch of your product or even your company’s name, part of your marketing plan includes advertising whether it is direct mail, billboards, Internet, TV, radio -- the list is long. You may sit back, scratch your head and wonder, “How do I know what to buy?” The plain and simple answer is -- you don’t. And, when you do make a decision are you sure your ads get seen by the right people with enough frequency?
While media buying is an art, it is also a very analytical process. There are reasons third-party vendors such as Arbitron, Nielsen and Scarborough have existed since the 1960’s. Arbitron measures who listens to what station and when, while Nielsen uses similar methodologies to measure television and cable usage. Scarborough Research measures the lifestyles, shopping patterns, media behaviors and demographics of American consumers locally, regionally, and nationally.
I have spoken with countless business owners and marketing directors through the years. Eight out of nine had no clue if the spots they purchased were really reaching their target audience. In fact, many thought it didn’t even matter. If you are currently one of the eight or have been in the past, join the club -- it’s not your fault. If your advertising campaigns include TV, cable or radio and you do not have access to this research then you are better off buying snake oil. The lowest cost spot is not always the most efficient and effective place to spend your advertising dollars. Equate the scenario to direct mail. Would you send a postcard about the newest running shoes to residents of an assisted living community? Is that the best place for that product to be seen?
The bottom line is buyers that pay for and subscribe to media data and research will always hit their target audience the most efficiently and will have post-media analysis for proof. When purchasing TV and radio advertising, the car cannot move safely without the driver. Third-party verification is always the best decision. If you have questions about spending your advertising dollars effectively, feel free to contact our office. Even if you are not our client we would be glad to help.