When it comes to developing a strategic mid-market ad campaign, there are several things to keep in mind when looking at the buying portion. This is a high- level look at three of the steps that can increase success for any advertising campaign.
- Don’t Over Think Reach and Frequency
Many times, a mid-market regional company has been pre-programmed by their past agencies to have the largest reach and frequency numbers for their media campaigns. It may profit the agency but may negatively impact the client’s campaign and checkbook. While both are necessary, one of the problems is that each individual targeted market audience’s size will vary and trying to organize a campaign into a one size fits all for every market doesn’t normally work well.
For frequency, an advertiser needs to be very careful to run enough but not to overrun either. It’s a tricky balance. There will become a point when an audience will become desensitized and eventually annoyed with an overly aggressive frequency. Alternating multiple creative pieces will help but only to a point. In the end money was wasted and consumers reject the message. No regional company can afford to waste their budget on delivering one ad to many times.
- Utilize an Advertising Medium at Its Peak Time
Advertisers look to many mediums to get out their message. It is truly important for a mid-market company, who is looking to be effective and conservative with their media spend to invest in a medium during its peak usership cycles.
One example of this is running television ads during their peak seasons between mid- September and late November or February through mid-May when most new shows are more likely to be first- run and TV viewing is at its highest viewership.
Another example is running a billboard campaign when daylight savings time offers more daylight than dark because many boards have no lighting or short cycle lighting periods and traffic patterns are at their highest which usually is in nicer weather. Dayparts also play a huge factor when deciding on radio, digital and mobile campaigns.
- Allow Time for Pricing Negotiations
In many cases the cost of a medium is extremely negotiable. With extra planning time an agency will be able to not only get the best plan together for a regional company, but also garner the best rates. If a media buy is placed extremely close to the start date of the campaign, the media outlets will normally charge more for their medium, unless they are having a fire sale. Time is of the essence and will increase your rates. Inventory might also be an issue because the quality offerings usually go first or anything of quality that is still available will go for a heftier price tag than it’s worth.
2 thoughts on “3 Things to Remember When Building a Regional Media Campaign”
Frank, Good advice. I would add “politics” to the influential media buying factors. Try to arrange media contracts outside of political campaign seasons. If you wait until you are in the throes of a robust political season, you’ll have a hard time negotiating good rates and placement. Lock-in low rates and placement ahead of budget-busting political seasons.
Sorry for the delayed response and thank you for your comment. I totally agree that the political season is a huge factor when coordinating a regional media buy. I actually wrote a post all about this exact topic called “Politics Can Derail Your Media Buy.” Feel free to check it out. https://franks-take.com/2018/04/12/politics-can-derail-your-mid-market-regional-media-buy/