4.
Re: Media buys Mar 10, 2008 7:55 PM
Even for small business where every dollar spent needs to show ROI, it is important to seek out someone who is a media buyer. (Not to be confused with a media account rep who works for the media outlet)
Why? For one they work for you. Not the radio/TV station and have YOUR interest at heart.
Secondly, the minute you open a retail business the account reps from the media will be knocking your door down to sell you spots on their station. Some will offer to help you figure out a market segment but most will either expect you to already know your target demographic or will half-heartedly attempt to find a market comparable to a similar business and then place your spots on their market. Is that what you want? No. Want to wind up with a bunch of ads that no one sees or no one in the market for your business or service will see? No. I have heard horror stories of clients who got a terrific deal on a package only to find out they aired in the middle of the night when most of their true market demographic was asleep!
A media buyer who either is an independent or works for an agency will help you define a market and provide you with a demographic targeted to your specific business. They will also negotiate the best rates as well as hopefully obtain comps (free stuff like tickets and promotional items) for your business to use to attract customers.
Just as important, a media buyer will also track your ads to make sure your getting what you paid for. Most important when you are unable to hear or see every ad you placed. They can also help you get reimbursed for ads that were delayed, missed or aired at the wrong time. You have a business to run, not time to get the run around about your advertising efforts.
Finally. There are many media buyers available who have a considerable amount of expertise because they have either worked as former media account reps (so they know all the tricks and can help you avoid them) or they have a multitude of experience in marketing and advertising (and likely just as many contacts in both PR firms and media).
