Leave Media Buying to the Masters

Posted on: April 7th, 2014

media buying thinking

Today’s do-it-yourself mindset has worked its way into every facet of life, including business. Yes you can hold meetings from anywhere in the world and answer any question with the click of a button, but here’s why you should let your agency handle your media buying. After all, media buyers do this for a living.

Here are the top 4 reasons you should leave media buying to an agency:

  1. Discounted rates. Because agencies buy for multiple clients, they often get discounted prices and value-added incentives due to their buying power. That means you save money and you have access to media spots that the general public does not. Added value incentives may be free mentions, radio, billboards, sponsorships, or digital options.
  2. Negotiation. Our continued relationship with the media gives us an upper hand when negotiating on your behalf. That means more reach and higher frequency of your brand message for your spots and overall campaign.
  3. Target market. Since we created the campaign, and even if we did not, we know who it needs to target and the best way to reach them. We can better your buy by controlling exactly where the message goes and when. We have special software that gives us key qualitative information, pinpoints the best placements, and assists in providing the right information to negotiate your rates, dayparts and medium. By using our team, your message and brand will maintain consistency for your audience thus eliminating any disconnect.
  4. Tracking. We track the ratings for your advertising to make sure you get everything that you paid for. We do this through Google Analytics, vanity phone numbers, URLs, Nielsen ratings and promo codes to identify the key performance indicators (KPIs). Tracking KPIs leads to a better return on investment (ROI). We also continuously monitor the buys for accuracy and make on-the-spot adjustments when necessary to increase performance.

Our media team uses all of these tools, their professional expertise, and a leverage of local and national relationships to get the best for our clients. Take a look at the work we did for Orlando International Airport. We designed a unique, multilingual and creative billboard and print campaign that touched the business traveler demographic in the Central Florida corridor.

Orlando Health Bariatric and Laparoscopy Center had a goal of increased consultations for both Orlando and Ocala locations. We purchased targeted radio spots in the Orlando and Ocala media markets to boost calls and unique web traffic. The results have generated buzz in both markets, made a huge impact, and created very happy clients.

You want the perfect media buy, don’t you? Appleton Creative is an award-winning, full-service advertising agency located in Orlando, Florida. Appleton works with local, national and international clients to provide marketing strategies through print, web, social media and video production – all in-house. At Appleton, we want to learn about your business, empower your marketing team and be your creative resource. Your marketing goals are worth a conversation: contact us at 407-246-0092 or info@appletoncreative.com.