Against the Grain: Media Buying

Round two of "A Day in the Life..."

8–8:45 a.m. –– Caught up on emails and voicemails. Discussed upcoming client information for the week with Trilix’s media director.  

8:45–9:15 a.m. –– Worked with designer on special ad copy for client. Met with a project manager to get the ad copy finished and ready for the client. Sent to client for approval.

9:15–10 a.m. –– Worked with project manager to get client ad copy ready for ads due this week in the Council Bluffs/Omaha area. Double checked the sizes of the ads, sent ad copy to the media reps at the newspapers and confirmed the run dates. Marked off ads sent on orders and updated production calendars.

10–11 a.m. –– Collected signed insertion orders from newspaper reps after placing schedule for February print ads. Revisions to prices were made on one of the orders in the client’s favor, so revised order and resent to the client.

11–11:45 a.m. –– Continued placing entire 2012 print schedules for client to lock in rates and dates now. Sent out orders to the media reps and collect signed insertion orders.

11:45am–1:15 p.m. –– Lunch with media rep from Farm Progress.

1:45–2:30 p.m. –– Met with media reps from the Des Moines Register. Learned about a new opportunity for a client, and updated the rep on the status of current clients and plans for 2012.

3–3:30 p.m. –– Met with Trilix team members for a quarterly client review. Brainstormed new ideas and opportunities.

3:30–4 p.m. –– Printed off media invoices emailed from various media vendors and filed into client invoice folders to be reconciled, entered and paid.

4–5 p.m. –– Entered remaining print orders for client for 2012 schedule. Sent a few more emails, updated timesheet and closed down for the day.

If advertising was a true science, it would be easy to evaluate the effectiveness of a media campaign by measuring points and metrics like impressions, click-throughs, reach and frequency. However, advertising is part art as well, and “soft” factors—like added value promotions—must be taken into consideration when evaluating a campaign’s overall success.

Trilix’s media team works hard to build lasting relationships with advertising sales representatives, and this can help them negotiate added value opportunities into each media buy. Trilix’s media buyers involve their sales reps in the planning process to maximize their clients’ advertising dollars, and in exchange, the media buyers are able to provide programming and promotional suggestions to increase deliverables and “soft” factors in their clients’ campaigns.

Some of the “soft” factors include:

• Live remotes and/or event sponsorships that can highlight clients’ products or services, and can be incorporated into promotional contests and giveaways.           
• News and weather sponsorships, and other on-air mentions, that can add reach and frequency but is not factored into the metrics.
• Social media promotions that are a cost-effective way to engage target audiences.
• Bonus spots, logo IDs, and banner ads that are just some of the added value opportunities that Trilix’s media buyers can negotiate on their clients’ behalf.

Trilix’s media team understands their clients’ key messages, target audiences and overall objectives, and creates custom advertising schedules based on their budgets. Trilix’s media buyers can help negotiate value added promotions and great rates to maximize your advertising dollars and the impact of your company’s next campaign. To learn more, email info@trilixgroup.com.

Everywhere you look, you’re inundated with advertisements. The average American is exposed to 3,000 online, radio and television ads per day. So how can you break through the clutter and ensure that your marketing message reaches your target audience?

Meet Trilix’s Media Department.

Trilix’s professional media buyers have tools and programs designed to help them get the most bang for their clients’ buck. Our professional media buyers use software that integrates with Nielson and Arbitron ratings to identify the spots that are most likely to reach your target audience. This allows our media buyers to dedicate more time to exploring new opportunities to promote your business and fulfill your needs.

What can Trilix’s professional media buyers do for you? Our media buyers work with the creative, interactive and public relations teams in the initial planning stage of your marketing campaign. This ensures that your messaging is consistent and each ad purchase moves you toward your end goal. Our buyers take the time to get to know and understand your target audiences, competitive environment and current vendor relationships so they can plan an effective media schedule within your budget.

The rapid growth of online advertising has changed the media buying game over the years. Trilix’s media buyers pride themselves on staying ahead of new trends and technologies to help you maximize your ad exposure and reach. They can help you integrate social media and online ads into your buys. Our buyers can also help integrate sales promotions into your media purchases to provide added value.

Trilix’s media buyers are always seeking out new opportunities and bringing innovative ideas to our clients to ensure they are running effective media schedules. But, the most valuable asset our media buyers bring to the negotiating table is the relationships they’ve cultivated with ad reps that ensure our clients get the best ad buys available.

Want to learn more? Contact Media Director Heather Weaverling at hweaverling@trilixgroup.com and let Trilix’s Media Department create an effective schedule to complement your marketing communications plan.

It's happened to everyone. A rep from a magazine, newspaper or television station calls up with a great advertising opportunity. "Great placement!" "Special issue!" "Last-minute deal!"

The check is written. And it fails miserably.

And in the process, the marketer has fallen victim to a classic marketing mistake. Ad buys should be timely, considered and well-planned investments, fully integrated with an overall marketing strategy. Ad reps don't know the marketing strategy, so how can they possibly know if it's a good opportunity? Not to mention that discounted media is usually discounted for a reason (i.e. it's not prime real estate, left overs, etc.). Don't let them try to sell you something that isn't on strategy.

Trilix is a full-service advertising agency headquartered in the Midwest with expertise in helping manufacturers market effectively and drive sales success. Learn more at www.trilixgroup.com or email Todd Senne at tsenne@trilixgroup.com.

Every year, local advertising agencies compete in the OUTY Awards for a chance to showcase some fun, creative outdoor advertising. This year, our own Interactive Design Director Paul Burger brought home the win with this board for our new division, Trilix Research. http://www.outyawards.com/