Media Buying on a Limited Budget

Reaching potential customers is more critical than ever, but many small businesses may feel they don't have the expertise - or, more importantly, the budget - to undertake a successful media campain. Two local experts can lend some advice.

"If you don't understand ratings, CPM (cost per thousand impressions), CPP (cost per point), gross impressions and reach, you may not be getting the most for your money," says Barb Flynn, co-owner with Anne Thorne of JTI Media Services in Phoenix. "That's where an experienced media buyer can help."
 
Before launching a media campaign Flynn and Thorne suggest business owners answer the following questions:

• What is my message?
• Is it branding or offer-based?
• What are my expectations?
• Am I willing to allocate a budget to an ongoing campaign?
• Can I handle this myself or do I need help?

Thorne says many factors come into play when planning an effective buy including the type of media, frequency and choice of programming. "A good media campaign is one that effectively reaches the people you want in whichever format makes sense for your business and budget," she says.
 
When it comes to Facebook, Twitter and other social media, Flynn says a business interested in branding would use it in a more informational manner while others might focus on discounts and couponing. "Overall, a good social media effort will help reinforce, but should not replace traditional advertising," she says.
 
Thorne says business owners need to have realistic expectations. "Consumers will see your message an average of seven times before they take action," she says. "The goal is to keep your name in front of your targets so when that consumer is in need of a product or service you offer they'll think of you."
 
"Advertising is an important part of running a business," Flynn says. "Yet it's often the first thing that's cut when times are tough. People want to buy from a company they're familiar with and there’s perceived credibility to a business whose name is recognizable."

Get Connected
JTI Media Services
www.jtimediaservices.com

This story, written by Christina Estes, is part of the Chamber's monthly Businesswise for Women email. To receive any or all of our email newsletters, click here.