Traditional media is still an important part of any strategic and
growth-centric marketing plan. However, executing this area isn't as
easy as simply calling television and radio stations with what you
want them to say about you. It takes a seasoned marketing strategist
to craft the right message and pair it with the right outlet. In
order to vet and hire the best media buyer, there are a few things to
know.
1.
The best media buyer should suggest a good mix
A
strong marketing plan includes a good mix of channels. In order to
get proper market saturation, there should be a good mix of relevant
television and radio stations, newspapers, magazines, and other
traditional media outlets. A good buyer will help find the best real
estate in each area.
2.
The best media buyer has plenty of experience
It
may be worth your money to work with a marketing agency that already
handles your business to be your media buyer. However, before you add
that service to their list, be sure they have the experience it takes
to be a successful buyer. Don't be afraid to ask for examples.
3.
The best media buyer has industry knowledge
A
qualified media buyer will have the industry knowledge to help you be
creative in purchasing your traditional media. They can apply their
wealth of experience to your plan and form a package with the biggest
impact possible, and will be able to analyze past results to tweak
future placement.
4.
The best media buyer is an effective negotiator
Looking
at their experience, you should be able to get a feel for the buyer's
effectiveness as a negotiator. They should work to get the best price
for your real estate, but it is sometimes even more important that
they know how to get the best placement for you.
5.
The best media buyer understand profitability
Traditional
media can be an expensive investment. However, the best media buyers
know how to help you formulate a plan to make the advertisements
provide a return on that investment. Calculating the break even,
profit margins, worth of a lifetime customer, sales cycles, sales
seasons, and other important financial information help the buyer
form an smart and profitable plan.
If
you would like to learn more about traditional media in Dallas, click here.
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