Media can be a tremendous way to profile a product, generate sales and create brand identity for your business, depending on the type of product or service offered, and the geographic area served.

The first step is to evaluate whether the product has mainstream appeal or requires specialized targeting. Nothing is more important than taking the time to understand the demographic composition of your customers so that an appropriate media source can be selected.

First Qualify…The shortcoming of many forms of media is that you’re forced to take a "shotgun" approach to advertising, meaning that your message reaches everyone regardless of whether or not they’re a qualified candidate. The more focused the media is, the more likely it is to create a return on investment. For example, if your customer must live within 10 miles of your office to use your product, selecting a media source that covers a 50-mile radius means that 80% of your advertising dollars are spent in vain. There may be a more cost effective media source available.

Then Quantify… Once you have evaluated all forms of media as being demographically appropriate, we then evaluate the cost associated with reaching each potential customer. This is done by dividing the cost of the media by the number of potential customers you reach, giving you a cost per impression. If you can predict how many of those candidates will materialize into a sale, you can then predict your cost per sale or your "true" acquisition costs. Then Evaluate… Once your preparation is complete and a media source has been selected, you must then create a process for evaluating its effectiveness. This can be done by creating a specific offer, which ties it back to a specific media source, or by using a dedicated phone number, which can only be obtained through a specific advertising medium. Although all products and services cannot be tracked directly to the advertising source, some type of methodology should be incorporated into the evaluation process to insure your media purchases are successful. A methodology can be designed on a case-by-case basis.

Our philosophy on purchasing media is to make recommendations based on predictable outcomes and returns on investment. Media selections are made once the proper research is done every aspect of the buy has been qualified.