Monday, April 27, 2015
Media Spike # 50 – Fifty/Fifty Chance

Seems somehow appropriate doesn’t it?

Media Spike #50 to talk about 50/50.

Many campaigns have evolved from year to year using tried and true media that consistently delivers for them. Such was the case from the insurance company I referenced in earlier Media Spikes. Only Bus Cards and radio. But these worked. So they stayed with them.

Other campaigns seem to flit from media to media with no rhyme or reason from month to month, season to season. Consider this debate:

Is newspaper a good contender for us? Absolutely yes, because of the local coverage and large space detail opportunity in a ½ page or larger ad.

Is newspaper a good contender for us? Absolutely no, because it typically has a 24 hour shelf life, the colour costs are exorbitant, and other media are displacing it.

Pick a media: radio, television, newspaper, magazine, online, social media, rink boards, coffee cup sleeves, elevator door wraps, taxicab top signs, exterior bus card, transit shelters, horizontal posters, blimps, stairisers, and the list goes on…you can argue a case for and against any of them at any time.

Thus it’s very critical that when an agency says ‘This year we’re recommending radio and magazines...’ you want to understand why they’re abandoning the TV and newspaper and Online campaign they vociferously pitched last year.

Last year’s campaign may have had muted success. But the agency should still be able to defend the recommendation.

Many factors go into the success or failure of any campaign.  If it tanks, yes it could have been a poor media choice, or equally a lackluster creative, or a natural or manmade event (Earthquakes, Princess Diana’s death) may trump all advertising, no matter how compelling.

If, If, IF…you have been tracking and testing each ad in each media, you’ll know empirically what is working and what isn’t. This is your best barometer for or against changes to the campaign.

I am always in favour of exploring new media. Testing different options. See what works. What can be edited out. What should be the new piece.  Learn from campaign to campaign what is working. Change what’s underperforming and try something new.

For comparison, would you change over your entire wardrobe just because you get a hole in one pair of socks? Not likely. Although I would hope you’d replace the socks!

Mostly though it should be a signal to introduce something new.  You can always make a case for and against any media. Ideally you want these based on merit.

Too often, media inclusion or exclusion is done on a whim, or a gut or feeling, or a necessary budget surgery, when it should be based on measurable results.

As I mentioned recently, you will spend the same whether the campaign works or not. Why not take the time to be certain it’s working before you start making wholesale changes?

Stay tuned.

Dennis Kelly

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Dennis Kelly
A professional to his fingertips, Dennis Kelly of First Impressions Media brings a deft touch as your media magician. Extracting incremental media value for you from suppliers is second nature for Dennis. His versatility in all media is bred of 3 decades of hands-on media planning & buying experience in the media trenches. As a steward of your media budget, Dennis excels in delivering smart, efficient, creative and targeted campaigns to showcase your creative to the right audience.

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Most Recent Blog Comment
Dennis Kelly says:
Thank you Gloria. What a perfectly apropos link. Thank you for sharing that. You are quite correct. ...
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