Friday, January 06, 2006
Strategic Marketing Media Agency to Help Advertisers Improve Ad ROI
New Strategic Marketing Media Agency to Help Advertisers Improve Ad ROI"There is no question in my mind that most advertisers could squeeze another 20-100%-- or more-- effective communication out of their advertising budgets," says Ron Geskey, President and Founder of MediaAdvantage, a division of 2020:Marketing Communications LLC. How? Think strategically.
Detroit, MI (PRWEB) January 6, 2006 -- 2020: Marketing Communications LLC announced today that it has launched a new strategic marketing media agency which will handle marketing and strategic media planning and buying for a few select advertisers.
"There is no question in my mind that most advertisers could squeeze another 20-100%-- or more-- effective communication out of their advertising budgets," says Ron Geskey, President and Founder of MediaAdvantage, a division of 2020:Marketing Communications LLC. How? Think strategically.
Strat-e-gy (stra-ta-je) n
A careful plan or method for achieving an end
"Being a lot more strategic and marketing driven in both planning and buying would go a long way toward helping advertisers achieve more effective communication with consumers and improved ROI as a result," says Geskey.
Geskey points out that so far the industry has responded to demands for better ROI mostly by focusing on reducing media rates. Many of the largest advertisers like General Motors and P&G and the global advertising agency networks like IPG and WPP have consolidated buying operations in order to gain the bargaining leverage needed to reduce costs. "Negotiating lower media costs is obviously a good thing, but cost is only part of the equation, not always even the most important, if the strategy is wrong or you are buying the wrong media at the wrong time in the wrong place."
"If you were a car dealer, would a 15% reduction in media rates sell more cars than a 50% increase in advertising effectiveness?" Geskey asks.
How can advertisers improve their advertising media effectiveness and ROI? MediaAdvantage offers 15 basic tips, among others, for improving the ROI of media investments:
1. Media plans should be marketing driven rather than media driven, define the business problem!2. Focus on strategy first because it can return 1000%, then focus on buying effectiveness which may return up to 100%.
3. Buy communication, rather than TRPS and CPMs. A TRP is not a TRP because TRPS vary greatly in communications effectiveness. Use a disciplined, quantified system for evaluating alternatives, e.g., like the MediaAdvantage TAP system.
4. Think global, act local. Geography is one of the most important planning considerations for both short and long term ROI.
5. Test alternatives, measure marketplace results, learn why & continuously improve your plans and buys.
6. Have a sound strategy for creating the leverage needed to negotiate your buys to get what you want.
7. Buy media with your head, not your heart (its business), e.g., dont pay $500,000 for a sponsorship only worth $100,000 ($400,000 saved will buy a lot of tickets).
8. Be a grownup, recognize that the most successful negotiations are a win-win.
9. Focus on cost effectiveness not cost efficiency.
10. Dont spend too little on advertising you must cross the threshold of effectiveness or your investment may be wasted.
11. Dont spend too much on advertising high diminishing returns can reduce your profitability.
12. Improve the ROI of media decisions by using state of the art data and market/media analysis systems to prioritize who, where, when, how and how much.
13. Zero base: Always use the right communications tools which best address your problems or opportunities; remember, media advertising isn't a panacea for every problem.
14. Experiment today with the media of the future so you aren't left behind.
15. Always try to work with media professionals who have the highest quality experience and know what they are doing.
Readers are invited to visit the MediaAdvantage web site at www.Media-Advantage.net, and should direct questions or comments to Ron Geskey, President of MediaAdvantage at 248-894-1151.
2020:Marketing Communications LLC also publishes the Thumbnail Media Planner (www.thumbnailmediaplanner.com) and operates the AdMediaStore (www.admediastore.com).
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Press Contact: Ronald Geskey
Company Name: 2020:MARKETING COMMUNICATIONS LLC
Email: email protected from spam bots
Phone: 248-894-1151
Website: www.Media-Advantage.net
