07 Nov Why Should You Hire A Media Planner?
All of us keep talking and eyeing about return on investment (ROI) and making our marketing investments more smart and profitable. Hiring a professional media planner can take you through providing hands in operational efficiencies and facilitating you to perform more with scarce manpower resources. A good media planner will take care of your advertising campaign right from inception till it commences. This entire process includes- planning, research, pricing, ordering, confirming, writing, production and bill reconciliation.
Let’s go through below mentioned points to get a better understanding of all of them:
Planning
A good media planner outlines an advertising agenda that complements your promotions and marketing strategy. They can provide a skeleton of your annual budget in prior to keep the stress level down, to avoid chaos, to divide the budget effectively for different media and to leverage the advantage of the best rates available. It is important that every individual advertising campaign should be designed and treated in a unique manner so as to meet the client’s expectation. A media planner will help you understand the various advertising mediums for you as well as their pros and cons on your ad campaign.
Research
A media planner will perform a detailed research on the advertisements created by your competitors and help you run a campaign that will put your business in a forward position and to make it win. They also study and compare cost-per-thousand and cost-per-rating models so that they can suggest you the best advertising model for your campaign. A good media planning agency will study and calculate the number of potential leads that can be targeted through a particular media, rather than the total number of ad viewers, this can help you to get more desired results
Pricing
Good Media Planners use their negotiation skills and get the best offered price from the media representatives. They brainstorm on the various available offers and decide which one is worth giving a try in terms of money and time. They are always on their toes to squeeze every possible benefit out of every cent spent. From getting the best prices to your brand being featured on all the right places and other benefits, you can simply rely on your media planner to do all of these on your behalf. They often tend to buy a combination of ads from the media for different clients in order to reduce prices for all of us.
Ordering
Media planners not only get the Insertion Orders signed, but also keep sending it to all the media to verify the schedules along with the rates. This is a critical step that is taken to make sure the timely publication of a campaign especially in those cases where the ads are time sensitive.
Confirming
Media planners make sure that the Insertion Order is acknowledged by each media vendor so that there is no further confusion on billing and schedules, this increases the accountability of the vendors and create an organised channel for the entire process.
Writing
A good media planner will ensure a short, crisp and to the point message for every ad. This, will make your ad more consistent towards maximising the saturation level of the message conveyed.
Production
Media planners take the responsibility to proof read the content, analyse the designs and ensure the best production of all your marketing elements. It keeps all your communication tools of your advertising more impactful and consistent, which will further have a direct impact on your campaigns success or failure.
Bill reconciliation
Media Planners ensure the accuracy of your bills by ensuring multiple checking on the same. They take the responsibility to compile everything and keep an eye on accuracy. All you need to do is write one cheque and rest will be taken care by the media planning agency itself.
The overall value of a media planning agency can be measured by the level of increase in your sale. If your media planning agency is a good one, they will honestly guide you through the right direction in every step of your ad campaign. Hence, it is always smart to hire a media planning agency for all your advertisement needs.