Media Buying and Planning in Canada

Media Buying and Planning in Canada

One of the toughest thing for a new client is to get their message out there to potential consumers. Studies show that the average customer needs to see an ad more than 7 times before it takes up place in their brain. We are created to have specific buying patterns that we recognize. Consumers are often set in their ways and it takes a lot of work to shake up the status quo.

That’s why advertising strategy can be so difficult.

Personally, I recommend hiring the services of a media buyer who knows the ins and out of the psychology of how people purchase. Most importantly they know the tricks of the trade that are available to get you the best value for your dollar.

Here are a couple insider tips that are available for those looking to buy media for their company.

Radio

Radio is the best value if you don’t have a lot of money to spend but it can be very tricky. For example, when you buy FM radio sports or on any station that mostly plays music you can get a lot of people punching in and out of the programming. i.e. at the start of a commercial break.

You can try and negotiate to have your AD as the first one at the spot break but it’s tricky and likely won’t happen. Instead, look into AM radio which tends to have a longer time spent listening and a base which has a higher income.

In terms of stretching your dollar make sure you demand a cost per rating point, the definition being “the cost of buying one Rating Point, or one percent of the population. Compare this number across the board. It is the only one that matters in terms of your budgeting.

Television

Television is sexy and a great way to get your message out if the product is visual. Audio and video can really capture the attention of a watcher who tends to be more captivating than say a driver on the roads. You can ask for your spot to run during a certain program which may be a great idea if its programming compliments what you offer. Example, outdoor gear during a hunting show.

You also need to ask for a value add, meaning they should be throwing in a bonus of some sort. This can come in the form of commercials, psa, or bumpers on the screen between breaks. Don’t fall for the notion that they can’t do this or they are low on inventory. 99% of the time that isn’t true and they will flex to accommodate.  

Digital

Digital media buying is changing in so many different ways. Google Ad words is still king for products and if you find a niche for your keywords you can get the estimated bid down to as long as $2 a click which is very good. Use the Google Keyword planner for this.

Also, explore affiliate marketing platforms which tend to work well on trusted influence. A strong affiliate marketing platform is Framestr who allows users to earn cash rewards by sharing your item with friends.

Finally, ask for Public Relations with all media buys. For example, my legal clients become the legal expert on stations we pay with. You may have to play hardball to make this happen but remember, they need content too.