Presented by:     Chris CarragherBrand Strategist & Founder www.alphabrandz.com
Chris CarragherBrand Strategist & FounderPortsmouth, NHProfessional Highlights:The Meat House – Director of Marketing & Pu...
A True Story
Background: Met Justin During Informal Store Visit– Spring 03’ Immediately Connected via Common Interests Finally Bough...
Then, Like Now…I Have A LOT on My Mind!!!
Reality… I Screen ALL of My Calls I Only Respond Immediately to E-mails, Tweets or FB Posts  that are Urgent/Relevant U...
I Don’t Have Time Right Now… (Meaning NEVER){ Insert Media Outlet Here } is Too Expensive…You’re Ratings Stink…Your Produc...
You Are a Time Suck!You Haven’t Come Close To Solving My Problem!You Rubbed Me the Wrong Way!Your Haven’t Used All of the ...
Because YOU Have To Be  Your Biggest ASSET!
Janet   Steve                  Chris                My “Boston Insider”
   Informed – They Do the Research Others Don’t   Calculated – They’re Persistent, Not Overbearing!   Connected – They ...
In Short, They Have Earned My TRUST  & They’d be the Last People I’d Cut    From My Advertising Budget!!!
But, How Do You Become a  Janet, Steve or Chris?
1. Know My Goals & Objectives – i.e. Do Your Research2. Custom Tailor Any/All Communications You Send Me3. Send Me Informa...
Approach                        (Research)                      Personal Brand              ConnectionClose               ...
Confessions of a Media Buyer
Confessions of a Media Buyer
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Confessions of a Media Buyer

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Confessions of a Media Buyer

  1. 1. Presented by: Chris CarragherBrand Strategist & Founder www.alphabrandz.com
  2. 2. Chris CarragherBrand Strategist & FounderPortsmouth, NHProfessional Highlights:The Meat House – Director of Marketing & Public RelationsOperation Homefront – National Communications DirectorCox Radio – Senior Account ManagerFamily:Wife: Diane – PR Strategist @ Matter CommunicationsDog: Stella – Inspiration Behind alpha brandz ®Interests: Surfing, Snowboarding, Fishing, Emerging Media,& The NY GiantsEducation:Seton Hall University, Bachelors in Communications @alphabrandz
  3. 3. A True Story
  4. 4. Background: Met Justin During Informal Store Visit– Spring 03’ Immediately Connected via Common Interests Finally Bought Station & Disaster Hits! Found Solution – Operation: Thank You! Hired as Marketing Director – Fall 04’ By 2009, Responsible for Budget, Online/Offline Strategy, PR, Store Launches, Community Relations & MEDIA BUYS! Over 5 Year Span, Purchased More Than $250K in Advertising Left The Meat House in 2010 to Launch alpha brandz ® 2011, The Meat House Contracts alpha brandz ®
  5. 5. Then, Like Now…I Have A LOT on My Mind!!!
  6. 6. Reality… I Screen ALL of My Calls I Only Respond Immediately to E-mails, Tweets or FB Posts that are Urgent/Relevant Unless Important, I Try to Avoid Meetings at ALL Costs I’ve Worked in Media Long Enough to Know the “Real” Value of What’s Being Offered I Hate Being Sold or Pressured The Budget Number I Give is What I am Going to Spend! I Put More Value on Relationships Than Ratings
  7. 7. I Don’t Have Time Right Now… (Meaning NEVER){ Insert Media Outlet Here } is Too Expensive…You’re Ratings Stink…Your Product is Not a Good Fit…
  8. 8. You Are a Time Suck!You Haven’t Come Close To Solving My Problem!You Rubbed Me the Wrong Way!Your Haven’t Used All of the Tools at Your Disposal!
  9. 9. Because YOU Have To Be Your Biggest ASSET!
  10. 10. Janet Steve Chris My “Boston Insider”
  11. 11.  Informed – They Do the Research Others Don’t Calculated – They’re Persistent, Not Overbearing! Connected – They Open Doors & Opportunities Thorough – In Details & Communication Thoughtful – Suggest Ideas Unrelated to Them Resourceful – They Go Beyond The “Buy”
  12. 12. In Short, They Have Earned My TRUST & They’d be the Last People I’d Cut From My Advertising Budget!!!
  13. 13. But, How Do You Become a Janet, Steve or Chris?
  14. 14. 1. Know My Goals & Objectives – i.e. Do Your Research2. Custom Tailor Any/All Communications You Send Me3. Send Me Information I Can Use – Industry White Papers & Case Studies4. Get My Back - Set Up Google Alerts of Competition & Keep Me Posted5. Connect Me With Good People6. Get Creative When Designing A Plan – Use ALL of Your Resources7. Stay Within The Budget I Gave You8. Help Amplify My Message – Engage With My Customers & Brand Online9. Do NOT Try To Pressure Me Into Buying = Automatic Fail!10. Think Of Me Beyond The Buy
  15. 15. Approach (Research) Personal Brand ConnectionClose (Humanize) Communicate Consideration (Concise) (Creativity)

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