Media Buying: Traditional/Digital
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Mary Kathryn Durr of Gregarious Media shares her tips about buying media in an evolving media landscape.
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Media Buying: Traditional/Digital
- 1. Traditional & New Media Buying Mary Kathryn Durr Gregarious Media
- 2. How it works • Budget for the event • Pick the media • Production costs • Flight Dates • Build your schedule • Approve schedule • On-Air!
- 3. Beginning... • What is your budget? • What is your message? • Who are the media partners that match the message? • Do we want 1 event or a year long campaign?
- 4. Radio • Who are you targeting? • Match the radio station to your target • Call the PROMOTIONS MANAGER of the station you picked • Tell the Promotions Manager your budget
- 5. TV • Broadcast & Cable • Pick your stations • Call the PROMOTIONS MANAGER • Tell the Promotions Manager your budget • ASK a TV Personality to emcee your event
- 7. How To Build an Ad • Identify Your Goals • Target the Right People
- 8. • Design 2 Engaging Ads • Manage your Budget
- 9. • Review & Improve • Build 2 ads and see what performs best. After 2 days use the ad that is performing best.
- 10. How it works • Budget for the event • Pick the media • Production costs • Flight Dates • Build your schedule • Approve schedule • On-Air!
- 11. Q&A
- 12. Traditional & New Media Buying Mary Kathryn Durr Gregarious Media
Editor's Notes
- Print, TV - broadcast, Cable, Radio . Also need credit and they need a media credit not a duke power credit. Media Buyers walk you thru the process and build your schedule.
- Target - women or men, age, education, income. Promotions Manager - they are the ones who make sure you get all the extras Community Calendars Budget needs to be 3,000 for a 10 day campaign to 1 event. PSA’s are gone, they are no longer required for licensing
- Broadcast - abc, nbc, cbs, cw, fox Cable - espn, usa, hgtv - much better frequency $5-7k 10 days before an event
- Facebook & Linked In Google Adwords needs its own all day class.
- Goals - Build Awareness, drive sales, grown fan base Target - Location, Language, Education, Work Age, gender, birthday, relationship status Likes & Interests, Camping, Hiking, backpacking Friends of connections - Keep an eye on your ad's estimate reach. Adjust your criteria to target a relevant audience while keeping estimated impressions large enough to capture your full audience
- Effective Ads: business name, key information, eye catching image Budget - Bid PRice, CPC
- Identify ads with the highest performance, and review their target audiences to determine which segments are most receptive to your message
- Print, TV - broadcast, Cable, Radio . Also need credit and they need a media credit not a duke power credit. Media Buyers walk you thru the process and build your schedule.