We look at many things when determining which media will be most
effective for our clients. First, we analyze the potential consumer and
determine the target age group, gender, ethnicity, and income level.
Then we break down the geographic survey area. This includes the DMA
population, race and gender populations, county statistics, zip code
clusters, and employment levels. We look at our clients peak selling periods and take
advantage of those times for the upcoming year. By analyzing the
competition we stay one step ahead.
Media Research we subscribe to includes: Arbitron ratings (radio),
Neilsen ratings (TV), Standard Rate and Data System (SRDS), Automotive
News, and various research, ratings, and media services. We subscribe to
Smart Plus media planning and buying software, the most sophisticated
and widely used media buying software in the industry today.
Marketing Strategy:
Our strategy is to sell more cars. The goal is to deliver an
effective reach and frequency level per station, per week. We achieve
this by using a mathematical formula developed specifically for
automotive dealers.
Budget Planning:
We give our clients a yearly budget broken out by 3-month quarters.
Those quarters are then broken into monthly budgets and detailed
calendars. Media expenditures are broken out weekly so that our clients
can see how much they're spending and where the advertising has been
placed each week. We also provide our clients with co-op breakdowns that
show how much of their expenditures will be co-optable and how much they
can expect to get back in co-op funds.
Media Negotiation:
We negotiate rates by looking at efficiencies in several demos and
rating period books. We buy based on cost per rating point (CPP). When
we negotiate rates, we also buy projected rating points. At the end of
each quarter, we post our media buys and hold stations responsible for
the total rating points that they agreed to sell us. Every order is
posted as soon as the Nielsen books become available. We require
stations to post between 95% to 105% and makegood any weight not
achieved.
Media Management:
Every order that is sent out is labeled as "gross, fixed rates" not
"net or pre-emptible rates." We let the stations know that we will not
accept pre-empts and spots that do not run will be credited and the
stations performance to clear spots will be taken into considerations on
the next buy. Also, all invoices are carefully scrutinized and credits
are taken when necessary. Our clients are provided with invoice audit
reports that show exactly how much to pay each station.
