At the beginning of each year, many business owners and even die-hard marketers play around with different strategies and approaches to help them achieve their goals. And one of the important components of a marketing strategy is media leasing. And if you've been on the corporate floor for a while, you'll nod and agree with us on how much the media planning and media buying processes have changed over the last 20 years. We have (witnessed) many changes that have and continue to dictate how we buy, work and connect with others.
The main objectives of media leasing
Knowing where your target market is located is key to achieving your objectives. And media planning and buying focus on just that: They help you identify your ideal customers and find the right way to reach them.
The fact is that media planners have an intimate knowledge of the diverse media landscape and will be able to advise you on which media channels would be most suitable for you and your brand. They know very well how and especially where your customers look for information, which channels they spend time on and which media they trust. Maybe your customers spend more time online, maybe they spend more time watching TV, listening to the radio or reading magazines and newspapers. Or maybe all of the above!
How does the media leasing process work?
The media leasing process can be divided into several important steps:
Strategy development: planning and strategy development are important components of media leasing. Media strategists determine how they can achieve the most within the budget available. As part of the strategy, they prepare the mix of different media channels that your advertising campaign will subsequently go through.
Identifying the most optimal media. Once the strategy is set, it's time for action. Media planners contact different media houses, who then make them offers for the campaign. Based on the bids received and the price negotiations, the media planner then makes a strategic decision on which advertising space to lease and which not to lease. All the while keeping your brand and the objectives of your advertising campaign in mind.
Start your advertising campaign. And then, finally, the moment we've all been waiting for: your advertising campaign sees the light of day. But the media planner's work doesn't end there.
Monitoring results. The media planner must keep a close eye on the reactions and results throughout the campaign and adjust the campaign accordingly. Identifying and responding to potential shortcomings early in the campaign is crucial to the ultimate success of the campaign.
Together to the finish line!
Media leasing is one of our strongest points. Our team experienced media strategists has an excellent knowledge of the media space and knows exactly which channels to place your brand on to ensure your campaign reaches the right audience. They'll handle everything from A to Z for you and make sure your brand will enjoy great success in the New Year.
Ready to write your success story with us? Contact for the best coffee in town. Together, we'll brainstorm and concoct your winning plan. See you there!
