April 22, 2015

MEDIA BUYING AND PROMOTIONS

Why use a Media Buyer? 

  • Better leverage. An experienced media buyer can negotiate better timeslots and lower prices far better than a company can because of the professional experience, knowledge and relationships with media stations.
  • Track Results.  The cost of radio and television advertising is based on the number of people who view your ads. So, how can you be sure that you are not being short-changed? The answer lies in accurate tracking — something that a professional media buyer is quite savvy at implementing. Simply stated, if your ads haven’t reached the target number of views, your media buyer will go to bat for you and request “make good” ads (otherwise known as free spots) to make up for the difference.
  • Experience-Been there, done that. The best buyers are ones that have sold media. Obviously you want someone who will get you the best placements at the best possible price. When you explore your media buying services agency, ask about the staff that do the actual buying and negotiating. Have they sold media before? Lighthouse Marketing has years of experience selling for top market stations. Not only can we get better rates but we know the inner working of the media outlets so we can also negotiate the best value added promotions. Why is it so important? It yields better results. It’s that simple.
  • Customized media plans: Each media plan is customized to the marketing needs of the individual client’s audience and market. The media plans are tailored to reach your target audience to ensure no marketing dollars are wasted. These cost efficiencies are augmented by media plans of superior quality. We will stewart the plan to hold each station accountable for delivery, assuring the client receives maximum results.

What to expect with our Media Buying Service:

Value Added Promotions

We negotiate much more than spots and ratings, we go beyond the industry standards and ask for additional value added with each buy. Some examples include: sponsorships, promotional announcements, web site features, third party tie-in, PSA’s (when applicable), broadcast upgrades, bonus social media and more. We are committed to delivering our clients results-it’s what we know and what we do best.

Multi-Point Analysis

Every proposed schedule includes a special qualitative profile, so you not only know how many consumers you’re reaching and how many times, but just who those consumers really are.

Serious Stewardship

We consistently monitor market conditions, media usage and competitive spending to secure the best opportunities.

Post-Campaign Analysis

Every flight aired is compared to each schedule placed to hold the media accountable for delivery and placement rotation.