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Taking the Emotion out of Media


March 17, 2015

The key to the most successful media plans is being able to track all of the leads coming in and to eliminate the media choices that are not converting – even if those media choices are something that your client has employed for years. Through taking the emotion out of your past media efforts and focusing on what will, for your clients, return a positive return on investment for your media efforts today, you will position for a successful media campaign.

Today, with website tracking, it is simple to take the proper steps towards putting the media dollars in media vehicles that return a positive ROI – and eliminating the ones that don’t. Eliminating the media choices that are not converting into leads for your client or brand is essential in achieving successful media strategy.

Having a diverse media mix is more important than ever today.  Luckily, digital media is extremely targeted and allows for you to easily see what media is performing at a high ROI. The tough part comes when you need to know which traditional media is converting – especially when you have a limited budget and need to eliminate the expensive traditional media choices that aren’t converting.

That’s why it’s critical to analyze the data that you already have access to. Following these steps is a very effective way to show which media vehicles are effective:

  1. Analyze exciting data
    -Take all the information that a client has from their website data, call data, in-store data, etc. and track when and where leads came from. Some of the top ways consumers are first made aware of your brand are through word of mouth, website visits, and those who take note of your brand’s physical location.
  2. Compare your existing media plan with the client’s lead data
    -Look closely at the data and notice when the spikes are. Was there an increase in SEM leads, while the television and radio campaigns were running? If so, you can tell whether your television and/or radio campaigns were having an impact on that data.
  3. Test Media Vehicles
    -Give traditional media unique landing pages and phone numbers so you can designate which drove the most leads for your brand. This tactic can identify which media vehicles are having the highest ROI
    -Separate radio from television to see when the spikes are actually occurring and from where.
  4. Reallocate dollars to stronger media choices
    -Ensure that your media budget is allocated to the best performing medium. Move your radio dollars to the television campaign if there is an uptick in traffic when television is running, or vice versa.
    -Keep a close eye and monitor any changes so you can adjust your media plan accordingly.

The biggest mistake in advertising is often when you do something because it’s how it was done in the past. Because of the way that media is changing, it is more important than ever to focus on every single dollar spent so you can make sure you are eliminating wasted spend and are putting it in the media vehicles that turn advertising dollars into profit.

This is not an overnight process. It takes time to ensure everything is set up properly and to see what is performing best. The key is to take the emotion out of the media buy and make sure that you are always analyzing the data and strategizing to deploy the best methods for a successful campaign.