Buying media is an important step in achieving your marketing goals. But to be successful, you must have a few things in place before actually purchasing media. Asking these key questions can help you make the right decisions when buying media to boost the effectiveness of your campaign:
1. Who is the target customer?
Identifying your target market before buying media helps you craft the right messages and use the right channels that will have the most traction. This includes analyzing market insights, researching industry trends, assessing the competition, identifying target audiences and more. You must know who you need to talk to, what they need, and what messaging to use.
2. What are the media objectives?
Media objectives are crucial in ensuring you are hitting your key performance indicators. They also help determine which channels would be more effective and how frequently each channel should be used. These channels could include a combination of radio advertising, digital advertising, social media and more. Creating the right mix of traditional and digital channels can help boost results and increase ROI.
3. What is my media budget?
Understanding your budget helps determine how much you can spend before buying media. It is important to analyze your budget to properly allocate the right amounts to your specific channels. For example, branding campaigns through radio take time and require optimum frequency. Before buying media, it is important to ensure you have the budget to run these radio ads on a schedule that can drive real results.
4. What do I expect from a media partner?
It is important to outline all expectations before buying media. This allows you to choose the right media partner that is positioned to help achieve your goals. There are a few things to look for in a media partner:
Make sure they keep their promises
Your agreement should be set in stone on how things will run. It’s important to make sure you have a media partner that will keep their word and give you exactly what you have paid for, and target the right audience for maximum impact.
Limited commercial breaks
Your media partner knows that people don’t like long commercial breaks. Make sure they limit the length and number of commercial breaks in programming to ensure your ad gets the attention it deserves.
They don’t add more at the last minute
All too often media partners tend to add more spots to their commercial breaks – especially during certain times of the year. Make sure your media partner avoids practices like adding commercials at the very last minute. If they do this on a frequent basis, chances are they are only worried about their bottom line and not your advertising success or return on investment (ROI).
Your media partner will want to ensure you have the best on-air talent handling your marketing messages. With 70% of listeners depending on the opinions of their favorite radio personalities, you’ll want to choose one that aligns with your brand, and a media partner can help you make the best choice.
The full package
The right media partner will have an integrated marketing approach to help deliver results-focused campaigns. This is key to reaching your audience through multiple channels.
Preparation is critical to media buying. Ask yourself the four questions above before buying media in order to optimize your marketing campaigns and find media success.