Here’s our media philosophy, short and sweet: Media must be strategically-smart. tactically-effective, efficiently-purchased and fiscally-responsible.

Media is generally the biggest marketing expense. So we make sure it’s spot-on and waste-free every time. How do we do this? By heading up our department with a media guru boasting a quarter-century in the industry. And by adhering to a proven planning process:

1) Research
Market Research: Primary & Secondary
A thorough understanding of your business and category is essential. Here’s where we identify opportunities on a demographic, geographic and seasonal basis. Thank goodness we’re darn good at looking and looking.

Media Research
Recognize media consumption habits. Uncover geographic, demographic and seasonal anomalies. Analyze media efficiencies (CPP’s and CPM’s) versus media effectiveness (audience reach and frequency). Keep looking.

2) Media Planning
Now, let’s take the research and produce a strategic framework for investing the media budget. This is where the skill, experience and just plain remarkable instincts of our media department transform facts and figures into a roadmap.

3) Media Buying
Okay, carry out the plan. Well, it’s not that simple. Purchasing media at the most advantageous rates takes a thorough knowledge of the local, regional, national and international media landscape. Not to mention strong relationships with sales reps. And an almost psychotic devotion to sticking to the media strategy.