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.
When entrepreneurial women get together to share their stories of business ownership, you can almost guarantee the room will be a-buzz with positive energy. And that’s exactly what happened when I had the privilege of joining two fellow business owners behind the podium at a recent Chamber Collaborative of Greater Portsmouth breakfast event.
It’s human nature to seek out comfortable grooves and settle into them. Routines, schedules, relationships, habits (even unhealthy ones) tend to stick to us and can be difficult to alter. Most people resist upsetting the delicate balance of things, especially if there’s nothing wrong with the status quo.
Suffice it to say, change can be frightening.
As media planners and buyers, we rely upon partnerships with media vendors, graphic designers, web developers, videographers, and other talent who contribute to the fulfillment of our clients' marketing goals. It takes a team-based approach to see our strategy come to fruition in the form of a thoughtful, professionally-executed advertising campaign. And so, from time to time, we like to profile our partners. Today, we're pleased to introduce you to Mariah Morgan of Stout Heart.
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.
On a summer weekend earlier in July, my husband and I traveled up to Maine to visit our friends, Maggie and Bob, who had recently built their forever home overlooking Sebago Lake and the White Mountains. This was our first trip to see them since their house was constructed and while we had heard stories about its unique location, the open airy feel of the living areas and how the natural environment around the property had been carefully incorporated into the house’s look and feel, I was unprepared for the magnificence of what awaited us as we drove up the long dirt road that served as their private driveway.
There are five universal truths to establishing and holding onto successful business partnerships:
As media planners and buyers, we rely upon partnerships with media vendors, graphic designers, web developers, copywriters, SEO specialists, and creative agencies. It takes a team-based approach to see our strategy come to fruition in the form of a thoughtful, professionally-executed advertising campaign. And so, from time to time, we like to profile our partners. Today, we'd like to introduce you to MB Jarosik, Anne Callahan and Karen Dendy Smith of kor group.
On a recent visit to Stark/Raving, a Boston-area branding firm, agency owner Matthew Stumm offered his take on strategic partnerships: “Clients and prospects are no longer put off by the concept of hiring a virtual agency."