Strategic Marketing & Media Buying
Strategic Planning • Media Options • Budgeting • Rate Negotiation • Buying Media • Post-Buy Analyses
After gathering the proper information to identify your target market, we specify which media will best reach the desired demographic. Traditionally, media selection means something familiar such as local television or radio stations, but we also know it can mean buying the right internet keywords, choosing the perfect billboard location, mining a direct mail list or even placement in a targeted trade publication.
Strategic Planning
This important component refines all relevant data about your audience, your business, your competition and most of all, your marketing goals. Success begins with a clearly defined and executed plan which includes periodic assessments and revisions based upon results.
Exploring Media Options
Every marketing medium has value in a given market. With an open-minded approach, Goffman Group will collect rate information, media reports and weigh other pertinent factors to make the best media recommendations for your business. We utilize the latest market measuring resources and data such as Arbitron, Neilsen, Polk & Scarborough reporting to determine which media is right for your business.
Budgeting
With strategy and media in place, we scour all available options to determine what maximizes your impact within a budget, while remaining attentive to your goals. In short, we treat your marketing dollars as our own.
Rate Negotiation
Knowing how to work with media sales representatives creates an advantage for our clients. It’s not always about getting the lowest rate, but understanding the reach, frequency and ratings points achieved by a given ad schedule. Our experience allows us to secure great rates in the media segment which produces the highest number of impressions. In addition, the more “value added” components we can negotiate you for you, the more effective the media buy. All of this adds up to better ROI.
Buying Media
Goffman Group serves as a full-service media buyer. We will skillfully place all media buys on your behalf, with you maintaining first-hand knowledge every step of the way. The low rates we negotiate are passed directly to your business.
Post-Buy Analyses
Our goal is to obtain the lowest cost per impression for your business. By looking closely at critical data such as reach, circulation, etc., Goffman Group makes sure you got every impression you paid for.
