Media Planning and Buying contd.
Our negotiations are supported by the fact that we have direct access to a media spend in excess of £30 million per year in all UK media markets.
Your media budgets will be deftly negotiated from a position of authority in order to deliver the right results.
We buy all the following media channels:
- Newspaper
- Magazine
- Direct Mail
- Loose Insert
- Door Drop
- On-line Internet
- Radio
- Television
- Text/SMS
- Ambient
- Outdoor
The key to effective media buying - securing access at the right price!
Media buying is about securing two things for our clients: access to the media channels that are likely to work best at the best price. Neither of these things can be delivered - or measured - in isolation of the other. Some agencies are able to deliver the right price - but not access to the right media channels and vehicles. For us, the two are interlinked, buying the wrong media vehicle, no matter how low the price, is going to be a waste of our time and your money.
As a result of testing and analysis, we know which channels and media options work best for you. This may be certain TV channels, certain newspaper titles or loose inserts in a specific magazine. Because our approach is results driven we can assess the relationship between the cost of access and the likely value to you in terms of sales generated. Our negotiations are measured and tenacious, not aggressive and emotional. We bring media owners round to our way of thinking by developing relationships with them.
What you need - even when the options we seek are demanded by more than one advertiser. This is what is meant by good buying.
Buying at the right price
Our media buying negotiations are based on the knowledge of how different media channels work. Using test data or industry knowledge, we can set accurate target prices for almost everything we buy. We are able to calculate the maximum and minimum prices needed to access to the most effective parts of the media spectrum. If it is a newspaper title or a direct mail list, we will know what prices we can trade at in order to deliver the results you need.
If we can't buy a selected media vehicle at the price required to make it work, we move on to the next most suitable option. Media is so fragmented there are always effective alternatives. We exploit this. The target price is always a key factor - we only buy where we can secure the target price.
