Our Proprietary 7 Step Media Planning and Buying Processes: An effective plan requires a knowledge not only of the brand’s identified consumer, but how that consumer receives your message in their unique market.
- Market Analysis – Know your market statistics including geography, median income levels, demographic age, race and gender percentages, market employment type, TV DMA rank and county composition, radio PPM rank and cable zoning information is gathered.
- Media Analysis – Know how media is consumed in each particular market. Research based, Nielsen AND Rentrak (preferred) ratings and audience levels for all media, cross references with Polk data, additional qualitative information (Rentrak, Marshall Marketing, Scarborough, etc.) that identify the strongest media partners for each brand or brands in each market. Circulation numbers are obtained for print. Impressions are obtained for Outdoor.
- Brand Analysis – Know the unique characteristics of the brands that consumers follow and why. Includes manufacturer demos identified, market competitive Information acquired and analyzed, Rentrak/Polk information gathered by outlet, station and program that are strongest for each brand are identified.
- Request for Proposal with budget levels for Added Value Opportunities – Customized RFP’s for each medium (Broadcast, Cable, Radio, Print and Outdoor) that reinforce the values of your company and the expectation of stellar performance from our chosen vendors
- Vendor Presentation/Negotiation – TV/Cable/Radio: We aim to purchase at the lowest clearable rate based on inventory availability and no more than minimum SQAD on Preferred programming (News, Prime, Sports) and below SQAD on support programming (Daytime, Overnights, and broad rotators). For print and outdoor, we negotiate bulk rates to be divvied up among rooftops. Min of 20% added value combined for all media.
- Media Planning and Placement – Base Annual buys laid in with annual discounted rates (roughly 80% of the agreed upon monthly budget). This allows for best rate and placement for all preferred programming identified for the brand and market. This is inclusive of special station packages and/or sports packages. Annual Added Value also set at this time for each outlet. Tier I and Tier II information is gathered on advertising placement so that we can enhance the efforts on a tier III level (piggybacking spots, buying around national sponsorships, filling in “holes” left by national and regional buys)
- Media Monitoring – Roughly 20% of the budget is “held back” for local and/or national interest Live Sports, Specials and Fire sale opportunities to be evaluated on a monthly (even weekly) basis. This “slush fund” allows the agency to jump on special opportunities quickly and without “adding” to the budget. It also keeps the media reps fully engaged with the clients monthly buy. Other responsibilities under “Media Monitoring” include make good management, posting and under delivery placement negotiations.
Our seven step process includes the following services:
- Event Marketing Planning & Fulfillment
- Script & Ad Writing
- Cutting Edge Creative
- Video Shoot Management & Direction
- Video & Audio Production
- Print & Graphics Production
- Digital Marketing Including PPC & SEO
- High Converting Website Design & Development
- High Converting Landing Page Design & Development
- Online Marketing Funnel Development and Management
- Reputation Management and Marketing
- Custom Client Reporting Dashboards
"At Big Time, they understand the client's business, and we understand ours. Unlike some ad agencies where the information flow is a one-way street, Glen and Lana fully communicate with us the client's individual needs and challenges so we are able to optimize every opportunity for success." - Marti Hazel, WDRB
