The Buying Process
Flawless execution, trafficking, and stewardship
The Planning Process Collaboration breeds success
To get your advertising campaign up and running, Hudson Media will take several key steps to take your brand message from vision to fruition. Here's how it works, from our first meeting to the post-buy recap and analysis :
Strategy and plan development begins with an intimate understanding of each brand’s personality and objectives. We apply the same process to developing a thorough knowledge of the target prospect, their lifestyle preferences and media habits. We work closely with the creative agency and client partners to better understand the target prospects, the competitive marketplace and advertising and copy strategies.
At the same time, we analyze the competitive marketplace in terms of ad spending and tactics employed by competitors. We examine media usage, timing, weight levels and geographic coverage in order to assess the strengths and weakness of the competitors. We do not report ad spending alone; that‘s only a part of the picture. We include target audience delivery / GRP’s and scheduling tactics.
Communication goals and priorities are set by determining these factors along with the equity the brand has in awareness. In order for media to work its hardest at initiating positive consumer action towards the brand, we offer a disciplined approach to strategic planning.
Once we have a clear picture of how the consumer connects to the product / category / brand and how they connect with the media, our mission is to translate that into media selection and scheduling that best fulfills the overriding brand communication objectives.
Once the parameters of a buy are agreed upon including a budget, start date, end date and weekly weight levels, we go to market. During this stage of the process we scrutinize avails from each of the relevant media outlets. We create an analysis of costs, audience and efficiencies for each vehicle.
After completing this evaluation phase, we construct the buys, return to the media sales reps and begin the negotiation phase, where we focus on increasing value and consumer relevance and decreasing costs. We also focus on how we can add value to the buy, without adding to the cost (including sponsorships, events, promotions, positioning, etc.
As soon as we have a buy constructed that meets or exceeds all of the parameters, we present that buy to the client for approval. With the client’s approval we book the inventory, assist in the trafficking of the commercials and help the client merchandise the buy as needed.
Once the buy goes live, we vigilantly monitor the media’s performance to make sure that the activity runs as ordered. Our experience has shown that when the media is closely monitored, media buys run as designed.
We recap each buy at the conclusion and deliver a recap or post-buy analysis on the actual performance of the schedule.