Answers

Who is minding the media store? This should not be the sole responsibility of your agency partner or media vendors. Remember…

They are keeping track of many other clients.
You have the greatest stake in the success of your own marketing efforts.
The more educated you are regarding media the more you will ensure that the correct strategies will be planned and executed for your brand.
Correct strategies plus smart buying = saved money -lots of it!

“The medium is the message.” More than ever, this is true. Are you keeping up with current media trends and opportunities? Is your agency?

Media used to be relegated to the shadows… boring and unglamorous. No Longer.
Digital media, cable, television, DVDs, and the expansion of radio have created a multitude of extremely targeted media opportunities.
It is no longer possible – or cost effective – to build a successful campaign with a handful of 30-second spots and random newspaper ads.
While traditional media is losing ground, it is not going away. Finding new ways to utilize the old standards is critical in today’s market.
Strategies that combine the old and the new will provide the power for your messages to break though today’s noisy, fragmented media marketplace.

Has your target audience been identified correctly? Has it been researched, refined, and refined again?

Pure and simple, this is where advertisers waste the most money.
Placing media dollars against the wrong target is a total loss of your funds.
The sad but true fact is that “everyone” is not a target market.
The more effectively you define your audience, the more effectively you can reach them with your media dollars.
Remember: Refine! Refine! Refinel “Mass Communication” advertising does not exist.

What’s your competition up to? Are you provided with competitive media spending reports on a regular basis?

It is vital to the planning process to clearly understand who your competition is and what they are doing.
Know your entire playing field, not just the leaders. Who is new? Who is slipping? Who is gaining?
Find out what your competition is spending. In what media? Is there a seasonal skew? Does their target differ from yours?
Arm yourself with this information and you will profit from their successes and avoid their mistakes.
Most importantly, understanding what the competition buys and spends gives you superior leverage when negotiating your media buys.

Are you still paying a 15% agency commission when you buy media? If so, you’re overpaying.

The traditional 15% media commission is no longer your only choice.
More and more, advertisers are paying their agencies on an hourly, or fee basis, without the added 15% commission.
Keep it for yourself, put it back into your media budget, or your bottom line.
In most instances, this will be your most cost-effective choice.