Buying Media in 2021 the Good, the Bad, the Ugly and the Tips

January 15, 2021

Buying Media in 2021 the Good, the Bad, the Ugly and the Tips

Let’s start with the beginning of 2021.. It has been a struggle, but we need to stay POSITIVE! Things will change.

Breaking news, news reports, election updates and let’s not forget COVID. It has been a challenge to make sure your dollars are spent and monitored daily. AND how do you KNOW this is happening?

Media buying in 2021 is NOT going to be a challenge, as long as you have the right systems in place. So as an advertiser you say to yourself.. “How do I know what is happening with my advertising dollars?”

The good news is with a dedicated and knowledgeable agency, that is hands on and responsive this can be a good reality.  Having an agency that has the right systems in place will make sure that your media buyers and planners are on top of their game. Media buyers need to protect your investment as if it is their own! The daily hustle and bustle to make sure we are doing the right thing is what we are all about.

That is the BOTTOMLINE!

So I know what you’re thinking, “Iris, how do I protect and manage my advertising dollars?” “What if they are not hitting the right people at the right place at the right time?” “Then my ROI will decline.” “This is imperative to help not only my family, but my employees’ growth.” “How do I know I have the right media buyer and planner?”

Here are my top tips for 2021 to make sure YOU are in the right place at the right time:

1. Game On

Key to winning the game.

Making sure your agency and buyer knows your product, demographics and market profile aka who you are delivering your message to. They also need to know who your competition is and where they are spending their dollars. You must be where your competition is in order to piggyback and gain market share.

Are you getting the best rates with quality programming? Make sure you get a detailed proposal to ensure you’re getting what you need.

2. What is a detailed proposal?

Many clients ask, but may not receive.

This is when you know what stations and programming you are on and how your dollars are being spent. How many spots will be delivered. What weeks you will be on so you are prepared to answer phone calls or foot traffic. What is your Reach and Frequency? Meaning how many people are you reaching with your targeted demographic and how many times they are hearing your message. 

3. What have you done for me lately!   

This is our report card.

Making sure you get your pre-logs on a weekly basis so you know your spots are running. Getting a post analysis on a quarterly basis to make sure the number of gross rating points (GRP) have been delivered. If they are not delivered, make sure you get under delivery weight (UD) to make those points up at NO CHARGE.

If you are wondering what that all ties back to… it is your Reach and Frequency.

Talking about NO CHARGES.  Make sure that your agency is securing as much added value as possible to make your campaign more robust.

One thing we feel is essential to being able to do that and get the best for our clients is having positive, constructive relationships with media companies.  Relationships are KEY. This is one of the most important aspects of media buying.

If this sounds a little overwhelming…Have no fear! BLM is here for you.