A sound paid media strategy will be crucial to the success of your local campaign. If you haven’t already done so, tailor a sample communication plan to fit your community’s needs and check out the campaign materials we’ve developed for the statewide campaign that can be localized.
Here are some general tips to get you started on your paid media strategy.
- Get the most bang for your buck. Focus your initial efforts on the media outlets in your community that offer the greatest exposure to the largest amount of residents for the longest amount of time. “One-hit wonders,” although inexpensive, may ultimately prove to be a waste of financial resources.
- Negotiate the best rates. Remember that all media rates are fully negotiable. Don’t hesitate to ask for more – it never hurts to ask, and you’ll be surprised at what will be offered in terms of added-value and exposure, especially as advertisers are scaling back.
- Avoid feeling pressured. Do not feel pressured into buying anything. Media representatives will tell you they have limited inventory that will sell out rapidly, but do not be swayed. They may also call you frequently trying to make a sale. Time is on your side – you have the luxury of waiting a week or more for inventory to loosen up and rates to be more affordable.
- Be objective. Your favorite magazine may or may not be appropriate for the target audience. Be objective when considering a media outlet for your ads. Likewise, a radio station that you do not listen to personally may be ideal for the recycling campaign because it reaches the 25- through 34-year-old demographic that is our target audience.
Click here for frequently asked media buying questions and additional tips.
Got any questions? Contact us.