The benefits, lessons, and limitations of a single-tactic campaign
This is the final installment in a three-part series exploring our decision to launch a paid media campaign for our own company. The first installment talks about the factors we considered in making the decision to advertise. The second installment talks about the process of media planning and media buying.
Our decision to run a media campaign to promote Richardson Media Group, was driven by two factors. First, we wanted to experience sitting in the client’s seat for a change so that we could better understand what it felt like to be on the receiving end of a media campaign. Second, we were curious to find out whether we could drive any significant lead generation via a small (actually tiny) budget/single tactical effort. The results of our campaign were somewhat surprising! What follows is a review of the campaign details and a summation of campaign results and delivery metrics.
Going through the media planning and buying process, and gaining a few insights along the way.
This is the second in a three-part series exploring our decision to launch a paid media campaign for our own company. The first installment talks about the factors we considered in making the decision to advertise. The third installment describes the results of our advertising campaign.
Last month, we made the decision to go forward with an advertising campaign. So, we set our budget parameters and hand-picked a vendor partner to guide us through the campaign. Now it was time to clarify our media strategy.
Making the decision to launch a paid media campaign — for ourselves.
This is the first in a three-part series exploring our decision to launch a paid media campaign. The second installment talks about the process of media planning and media buying. The third installment describes the results of our in-house advertising campaign.
Planning advertising campaigns is our specialty here at Richardson Media Group. As owner and media director, I’ve purchased pretty much every paid media platform available, and the list of new digital options is growing every day! One thing I’ve never experienced? I’ve never sat in the client’s seat.
In the span of nearly four and a half years, Richardson Media Group has seen an enormous amount of growth. Yet 2018 may have been our most expansive year to date!
I read a recent article that touted the benefits of hiring a seasoned media planning team. When I first discovered this piece online, I was gratified to find such a favorable perspective about my chosen discipline. Despite the fact that the author’s perspective was neither game-changing nor unique, it did lift my spirits. Just the fact that it had been written was a good sign. Reality is, I don’t see as many articles written about the field of paid media planning and buying as I do for other aspects of the advertising industry.
Advertising campaigns perform more effectively if they include a combination of strategically-chosen media platforms. Multi-layered campaigns increase the likelihood that your ads will reach your target audience and that your target audience will respond favorably.
Once a business decides to invest in a paid media advertising campaign, the next question is usually, “Now what do we do?” Especially if a company has never advertised before, the sheer number of media outlets can be overwhelming. Because we’re all media consumers in our daily lives it’s natural to fall back on the types of media delivery that resonate with us personally.
But that is not always the best way to develop a comprehensive media strategy.
Digital display is a form of advertising that is served across websites on mobile devices and desktops. Display ads play an important role in today’s comprehensive media campaigns. Whether your goal is to build awareness of your brand or convert leads, creative implementation of display ads within larger, multi-layered strategies drives traffic to dedicated landing pages or company websites. When choosing to use display ads in combination with other types of digital media vehicles within a multi-faceted program, advertisers’ messages effectively (and often repetitively) target users as they consume information throughout their daily lives.
As a media planner who relies heavily on data for setting up and optimizing her clients’ paid media campaigns, I consider it my job to be well-informed on the topic of media campaign performance metrics and web analytics. Sure, keeping track of data can be time consuming, sometimes even complicated, and the benchmarks are constantly changing. However, there’s really no excuse for even the busiest media folks not to stay on top of the latest metrics. A lack of knowledge is entirely avoidable.
Media. It’s one of those words that is now used so often by so many types of marketing and advertising companies, that its meaning has become murky. A media agency can be anything from a web development company to a platform like Facebook to a digital marketing company to an old-fashioned print magazine. For our purposes, we’ll define media as the main means of mass communication — broadcasting, publishing, radio, billboards and the internet, to name a few — regarded collectively. In other words, media includes all of the various platforms and channels you might use to present your message in an advertising campaign.