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"Koeppel Direct's media buying expertise has played an integral role in making my company successful. Koeppel generated so much business for our company, occasionally we have to limit their media buys, in order to handle all of the new business." | |
| - R. Gregg Marketer of Senior Products |
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MEDIA BUYING DIRECT RESPONSE TELEVISION (DRTV) ARTICLE ...... |
Four Ways to Maximize the Return on Your Advertising Investments
source: Professional Door Dealer |
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The largest single expenditure of many marketers is allocated toward media spending.
But not all advertising investments are effective. Ad content aside, marketers may spend thousands on
a campaign that reaches the wrong people. Or worse yet, they may pay a premium price for mediocre media
exposure. Ultimately, to reach the right audience and get the most response, you need to invest your
advertising dollars wisely.
Wise media investment means knowing what outlets are available, what spots on each one should cost,
and how to plan the right mix of media outlets appropriate for the particular product or service. But
when you're busy managing your business or running your department, you may not have the time or
experience to make well-planned and researched advertising investments. For this reason, you shouldn't
attempt media planning alone. The most successful marketers seek the advice of seasoned media buying
experts to ensure the ongoing achievement of their advertising campaign. A multi-channel media buying
agency has expertise in buying all forms of advertising.
A seasoned media buyer can maximize the return on your advertising investments. Consider the following
four ways a media buyer can help increase the effectiveness of your advertising:
1. Maximize Advertising Profits
With all the media options available today, you need to work with a media agency who knows how to put
together a plan that maximizes the results for your product. When you do it on your own, you won't
be able to figure out what will work best for you, and you will probably end up paying too much.
Good media buyers have access to information that allows them to secure the best rates and the
optimal level of media clearance. Keep in mind; media buyers probably have a long list of clients,
so they may also buy time for companies in the same industry in other markets. This is great news
for you, because they can then apply what's working in other markets when buying in
yours.
Because of their buying power and leverage, media buyers have access to cheaper advertising rates.
For example, magazines always have a few pages left at the end of each month to get rid of, so they
sell this space at a reduced, remnant rate. While you probably won't have access to this space on
your own, your media agency will.
2. Evaluate the Various Media Options
A good media buyer or planner can help sort through the various media options available to you and
determine the right media mix to achieve your goals. Media is always changing and a media buyer
can help you adapt to the changes. For example, many of the biggest national advertisers have found
that broadcast television is too expensive, so they've put more of their money into cable
advertising. This has pushed up some of the cable advertising rates, so some media savvy people have
moved their money to satellite advertising. With twenty-five million people watching satellite
television, that market obviously deserves some consideration.
Also, the Internet has recently become a larger component of media buys. Some of the largest
advertisers are now putting more substantial investments into the Internet, where a few years
ago people hesitated to invest in online advertising. With so many different media outlets, a
business owner or marketer may not have ample time to spend on research. But a savvy media
buying agency will know the details of all these options and can help you make the right
advertising choices.
3. Avoid Common Mistakes
An unbiased media expert will help you avoid some common mistakes marketers make, such as buying
time directly from stations or cable operators. For example, many marketers purchase spots on
local cable channels. But limiting your campaign to these local outlets rarely works because
you reach such a small audience.
Another common mistake is purchasing time on only one station in your market. A television
advertising sales representative may come to you with what seems like a good deal, but
putting your entire budget on only their station is not always a good idea. A television
campaign needs to air on several stations to effectively reach your audience. This type of
sales representative is rarely looking out for your best interests in cutting you a deal.
They are more likely just trying to maximize their own commission. Work with a media expert
to determine the best station mix for your media campaign.
4. Measure Advertising Performance
Another important aspect of managing the effects of an advertising campaign involves
measuring and analyzing media performance. Your advertising is only as good as the cost of the
lead or sale that it generates, and measuring cost per lead or cost per order as a barometer
of the media effectiveness is essential.
Direct response media buying is the most measurable form of advertising because it allows you
to determine what types of media are performing best for you. You can measure performance by
utilizing separate 800 numbers for each station, network, or form of media to track the results.
However, some marketers prefer to use vanity numbers instead of a regular 800 numbers, for
example 1-800-CALL NOW. These easy-to-remember numbers enable prospects to call at a time
that allows them the most convenience or privacy.
What Should You Look for in a Media Buying Agency?
Once you're convinced that a media buyer can make a positive impact on your advertising campaign, you
can use the following tips to find the right one for your business. First, look at their track
record or some case studies from their existing clients. Have they worked with companies in a
similar industry as yours Were they successful?
Next, consider their buying volume and leverage. A company with a larger buying power will know more
about what works and what doesn't for a broader range of businesses. Also, look for a creative
media buyer who will seek out different opportunities when things don't work and who will be able
to breathe new life into a slowing campaign.
Finally, consider what type of research tools they use for identifying target audiences, and the
networks and stations ads may run on. An expert media buyer will be able to help you figure
out what medium will work best with your product.
Effective Advertising in the Future
In today's competitive environment, understanding how to effectively market your company is more
important than ever. By forming an alliance with a seasoned media agency, you'll get more for
your advertising money, avoid the common mistakes that marketers make when they try to purchase
ad space on their own, and enhance your chances of tapping into the best media options available.
Use this information to find the right media buyer for your business, and you can maximize the
return on all your advertising investments.
About the Author: Peter Koeppel is Founder and President of Koeppel Direct, a leader in direct
response television media buying, marketing, campaign management and creative strategies. He has
over 20 years of marketing and advertising experience. Peter is a Wharton MBA and has a unique
background, having worked as a partner, account supervisor, brand manager and now, President.
He helped improve the media buying strategies for clients such as The Hair Club for Men, Ben
Hogan Golf, H.J. Heinz and DIRECTV. For more information on his work, please visit:
www.koeppeldirect.com or call: 972-732-6110.
This article is featured in;
Professional Door Dealer
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