‘Tis the season for media planning

Media planning is more than buying ad space–it’s a strategic and careful process that delivers measurable results. We’ve been doing it for our clients for over 40 years, and as the marketing landscape grows, so do our clients’ opportunities.

With careful research, strategic planning, and strong relationships, we develop media plans and solutions that reach your objectives within your budget.

Why media planning matters

You’ve heard of spray and pray–sending or advertising generic messages to the masses with your fingers crossed that someone will reply or reach out. In all markets, especially niche markets like life sciences, chemicals, and industrial equipment, spray and pray is equivalent to throwing your budget out the window.

Media planning is crucial because, if done correctly, it helps pinpoint the right target audiences effectively and affordably. We help you reach your goals by studying relevant placements, selecting the proper channels, and determining which Key Performance Indicators (KPIs) matter within your budget.

Research and analysis

Before building a media plan, we lay the groundwork with thorough research and analysis. This involves:

Media audit: A comprehensive evaluation of the current media landscape, including competitor analysis, to identify opportunities and challenges.
Target audience research: Deep diving into the demographics, psychographics, media consumption habits, and preferences of the target audience.
Media study: Analyzing various media options (print, digital, broadcast, etc.) to determine their reach, cost-effectiveness, and alignment with the target audience.

Building the media plan

As we build the media plan, we consider several critical factors:

Frequency: We determine the optimal ad frequency for consistent visibility, which includes when and what time to run an ad, any cost breaks, determining which publication issues and months are most important based on what we know about an audience and the client’s products, and what the value-added bonuses are based on the number of times we advertise if we do so on a trade media site.
Reach: Advertising on a website like CNN.com vastly differs from placing an ad on a website like coolingpost.com. Where will your audience see you? This depends on the goal, awareness versus lead generation. Through in-depth market studies, we identify how many potential customers you may reach in a specific space, whether online or in print.
Budget: We work hard to maximize value within each client’s budget, carefully selecting the most effective platforms based on campaign goals and available resources.

Building strong partnerships

Our strong relationships with our media partners are essential to securing the most optimal placements at the best rates. We value the expertise that comes from each one, helping us to combine their insights with ours to achieve outstanding results.

Measuring and optimizing

We believe in the power of data. That’s why we closely monitor campaign performance and provide detailed reports on key metrics. Combined with our best practices, this information allows us to make data-driven adjustments and optimize your media plan for continuous improvement.

Start planning with us

By carefully balancing budget, audience insights, and informed platform selection, we can help you reach your goals, maximize your impact and ensure your message reaches the right people at the right time. As media options continue to evolve, staying up-to-date on trends, strategic, and adaptable will help you stay ahead and drive lasting results.