Small Business Marketing: Media Planning and Buying

media placementMedia planning and buying whether in traditional outlets TV, radio, print or online has changed with social media. Social media is a different type of media placement with microblogging and networking sites as you reach an audience by building relationships by being a part of the conversation and placing yourself out there. Media placement in traditional mediums differs in that you are placing media as a direct sales pitch that does not permit any communication.

We hear who really watches a large amount live tv anymore or reads the newspapers? Possibly your target market. Case in point, Kherize5 has a client that runs an ad in the local newspaper and receives roughly 15 appointments a week. If they do not run, they will get about 3-4.

Traditional or Online – which is best?  This depends upon your target market. Where are they? Media placement and planning is a process that really should be handled by a media placement agency as they deal with the sales reps regularly.  However, if you need to DIY, here are some steps to take when developing the media placement plan.

7 Steps to Develop a Media Placement Plan:

1. Determine your budget. Know how much you have to spend and not how much you want to spend.

2. Develop Customer Persona.  Who really purchases your product or service?  Who would best benefit from your product or service. This will play a pivotal role in where the media is placed.

3. Research Mediums.  Online or traditional, know how the ad will be placed, how it will look, how it will be received by the user. Investigate all mediums – tv, radio, print, buses, bus shelters, billboards, etc.

4. Obtain Media Kits.  Contact the sales reps from the various mediums and request a media kit.  The media kit provides information about the demographics, users, household income, etc. This is created by the station/publication and is used as their sales piece.

5. Get Prices.  Contact the sales reps if they have not contacted you back already and get some hard numbers.  This will allow for you to receive a proposal from the rep to see where they would be placing you.  Read these very, very carefully.  Frequency is great however if it is not reaching your target market, it is pointless. Everyone wants to be front and center however not everyone can be. If budgets are tight, consider running the ad over a few days and not every day.

6. Create Ad. After you have all your research are ready to create your plan, it is time to create the advertisement. Remember 1 single message!

7.  Take a Second Look.  Seeing your ad on tv, the internet, publications or hearing it on the radio is exciting but before committing, take another look and be sure that the selected mediums really match your target.

Media planning and buying is not overly difficult however it should not be taken lightly. Just because you like a particular tv show or radio station does not mean that the target does. Spend time researching where the ad will go, how the consumer will interact. TV commercials provide an emotional connection through audio and visual, radio commercials let the listener create the visual and with print, the reader creates the audio.  Online can be a combination of them all.  Organic searches perform better than paid ads but should not be discounted.  Facebook is making a splash for paid ads but know your demographic as they can be turned off by the ads.

P.S. Be aware that once you run an ad, you will get a lot of phone calls from sales reps to buy with them.  They need your advertising dollars and of course you are a “perfect match” for their station or publication.

Was this information helpful? Share your experiences of placing media.

Time not on your side? We can help. We have placed media for a myriad of clients from big to small budgets.

photo credit: AdamL212