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How Our Direct Response Media Buying Power Helps Your Campaign Take Flight
To give your campaign wings, you need a media buying partner that has the buying power to get the best rates in the markets where you need to be. That's the buying power Strategic Media brings to your campaign. Here's how we do it:
1. Low Rates + Targeted Media Buying
We’re known as the media buying service that gets significantly discounted rates for our direct response advertising clients. We can do this because of our longstanding relationships with thousands of TV and radio stations and national networks as well as hundreds of print publications.
We’ve taken the time to understand their businesses and create a win-win situation in which the advertising media get their needs met while you get the media buying rates you need to be profitable.
But our job is not only to get lower rates for direct response advertising clients. Because low rates don’t matter if you’re sending your message out to the wrong audience. Unless your target is Adults 18+, obtaining a low CPM for Adults 18+ is useless. Of course, if your "target" is Adults 18+, then you're not really targeting, since that's essentially the entire universe of
potential buyers.
The key to effective direct response media buying is combining low rates with targeted media buys.
That’s where the intelligence from our testing and analysis comes into play. The result is a targeted direct response media strategy that leverages the lowest CPMs available.
2. Network and Local Media
Because of the relationships and market knowledge we’ve developed over the last decade, Strategic Media has access to both local direct and network media opportunities that aren’t available to every other agency. Many of our competitors focus only on network media buys because they’re larger and perceived as being “sexier”.
However we believe this is not in the best interest of our direct response advertising clients. Firstly, the smaller local buys can be very profitable and including them in the media mix creates a much stronger foundation for the campaign. It's the power of diversification at work.
Secondly, smaller buys produce smaller call spikes, which reduces your abandonment rate at the call center. This is particularly advantageous when dealing with spot campaigns in TV and radio on national networks.
And finally, local direct buys enable you to grow larger and faster when used along with network buys because they fill in the troughs of the larger call spikes, allowing the call center to staff more evenly and keep abandonment in check. This is very important for "soft offer" campaigns that often require specialized boutique call centers which tend to be smaller.
Our media networking across the country plus the internal systems we’ve developed allow us to effectively grow and manage your media buying campaign. This level of familiarity with the local markets wouldn't be possible for a media buying service that works exclusively with networks. That's why we prefer a balanced approach that includes both types of direct response media buying.
3. Scalability
Once we’ve applied testing, analysis and refinement to your campaign and determined the optimal roll-out characteristics (such as media, creative, sales scripting, etc.), it’s time to grow it.
We’ve handled campaigns of all sizes – from tens of thousands per week in advertising media dollars to nearly $500,000 per week. We understand how important it is to be able to scale your campaign swiftly and seize the advantage of being on a broadcast station before your competitors are.
Arriving first is a great bonus and we help ensure you get there before they do. When you work with our direct response media buying service, you benefit from our ability to scale your campaign quickly and intuitively.
In Summary
This is how our direct response media buying power will help your campaign take flight – by seeking out targeted, cost-effective media buys, by including local and network media buys in the mix, and by having the agility to grow your campaign quickly and profitably.
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