"I know half of my ad dollars are wasted. I just don’t know which half" - John Wannamaker.
Ouch! Unfortunately there's lots of truth in that quote and statement. Want proof?
Try this: call up the (Canadian or American) Magazine Publishers Association, Newspaper Bureau, Community Newspaper Association, TV Bureau, Radio Bureau, Outdoor Advertising Association, Interactive Advertising Bureau – and any other media association you can think of - and ask them the same question:
"Hello, do you happen to have any research that demonstrates that your medium is mission critical to my next media buy?" The answer will be YES! every time.
Do not believe them!
Before you book your next media campaign – give us a call and we’ll help you take back control of your media plan and budget.
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Which media should I use and why?
Media investments, like financial investments, should be made by experienced, qualified media experts who are not on commission and genuinely interested in your brand’s best interest. Stop looking for fast and cheap deals that line the pockets of the media vendor and do NOTHING for your brand.
:: If they do not have an informed opinion on your media options and they cannot back them up with an intelligent argument supported by well crafted research: Walk.
:: If the media vendor cannot show you audited audience numbers: Walk.
:: If your agency cannot explain why your plan will fail without a particular medium: Walk.
Work with companies you respect and trust. Ask them how much they spend, where and why. Find out how they measure marcom success and failure?
Remember - knowledge is a lamp used to light your way.
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Is traditional media TV, Radio & Print really dead?
Many online media vendors would have you believe that traditional media like Newspapers, TV, Radio and Outdoor media are ineffectual.
Well, consider this. Direct Mail and its online cousin e-marketing use carefully designed customer retention modeling strategies harnessed to powerful data tracking tools to identify the optimum message frequency. In other words: how often can I talk to you before you tell me to shut up? Message relevance is (and has always been) the tipping point. Interesting information turns us on. Boring information - off!
The same research was done with TV, Radio, Print and Outdoor media. Message frequency, reach (GRP) and relevance were found to be key.
While a boring message in any medium goes by like a ship in the night, messages in winning campaigns are beacons in the night.
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