Media planning and buying at thunder::tech starts with setting goals and finding interesting and effective ways to connect our clients' products or services to their target markets. But, knowing your target market is only the first step.
At thunder::tech, we take a comprehensive look at our clients' past and present marketing efforts before developing a media strategy.
This includes reviewing all online or offline advertising for effectiveness, ability to drive conversions and consistent creative messaging. As with all our integrated services, media planning and buying follows a strategic path for success.
Identifying the target market involves evaluating the features and benefits of your company’s product or service and matching them with the end user’s needs. We aim to understand not only the “who,” but the “why” so we can effectively solve a customer’s need. This process influences everything from messaging to the media vehicle. Depending on your target market, the cost for media may vary based on demographics or market size so don’t rule anything out before we do the research.
With large or small media budgets, the time comes to plan and place your dollars effectively to drive awareness or promote a direct response. When planning media, we use audience measurements like CPM (cost per thousand impressions), GRP (gross rating points) or CPP (cost per point) to identify if the media is being used in the right environment at the effective spend level.
Being an integrated agency means that we have professional production capabilities onsite to fulfill any media campaign. thunder::tech can provide expert video and multimedia capabilities for HD-quality TV commercials, creative graphic design and flawless copy from our Communications Department can create stunning print ads or outdoor billboards, plus we offer an innovative development team hungry to create a conversion generating landing page for any online campaign. A good media plan is only as effective as its creative, so stick with the pros to maximize your media’s efforts.
Analyzing ROI is key to any good media plan. We do this by evaluating the factors of success, so accurate expectations are set up front. Along the way, we look at several factors including CPC (cost per click), CTR (click-through rate) and online conversions for a digital campaign to linking sales figures to offline promoted products or services.
We establish goals at the beginning of any campaign based on quantifiable data mixed with audience assumptions. We firmly believe that ROI measurement should be used as an innovation driver instead of a minimum threshold of success, to make you look like the smartest marketer in the room.
As media campaigns progress from the planning phase, through the buying phase and onward toward execution, we want to monitor the progress of each media channel to ensure it is optimized for success. Based on an upfront reporting schedule, we can look to establish metrics like sales growth, average cost per lead or acceptable cost per click.
Each report is easy to read and comprehensive enough to provide a strategic recommendation without getting lost in complicated formulas. We believe that paid media needs to work for the client, not the agency, so all media is evaluated or optimized to perform better throughout the campaign.
thunder::tech's integrated nature means we can strategize, plan, place and create each facet of a media buy all under one roof. Combining our expertise in radio, digital display, television, out of home (OOH), social, pay-per-click (PPC) and guerilla advertising gives our clients comprehensive options when it comes to a diverse media campaign.
A good media and advertising campaign conveys more than just its product or service, but the brand values associated with its producer. Whether the client's business is in a B2C or B2B industry, thunder::tech has the expertise to effectively communicate the message to the target audience.