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Once you have a marketing and advertising campaign ready to go out into the wild, where do you go next? What’s your media buying strategy? Will you go with traditional or digital media? Your strategy should already include your goals, campaign specifications and which media channels (TV, billboard, radio, etc.) will work best to meet that. Your next step is vendor coordination.
Often, what seems most confusing in a media buy is coordinating all the offers each vendor presents to you. Do they meet your needs for the campaign? Are the cost-effective to your budget? For each channel, you need to asses exactly what they will be offering you and how closely their offerings match up to your goals. You may find that one vendor suites all your needs – or a host of vendors fill different gaps in your strategy. Once selected, though, more decisions arise.
For each media vendor you select, you must then:
Understanding media placement strategies, as well as developing creative ads, are essential to ensuring high frequency with your media buys. The process can be daunting. In addition to the steps above, you’ll be considering:
If this seems to much for your business now – never fear! There are myriad of options online to help you get started. Whether you need to talk to a vanity number expert or coordinate your digital integrations, there are experts out there to help you.