Effective Media Buying: Reaching Your Audience with Impact (Full Transcript)

Speaker 1: Hi, my name is Eric Worrell, and today we're going to do a media buying workshop, literally. You want to reach the most amount of people that you can possibly reach, but effectively. So that's what this video is going to attempt to do. Now I've created two visual blocks here. As you can see, one of them is silver, this is your shiny message, this is what you want to get people to hear and how to get to know your business, and this one is a brown block, this is consumers that you can potentially reach, and what we want to do is we want to create a proper media buying schedule that takes your shiny message and adheres it so that your consumers are actually going to hear it, and they know who you are. So let's take a look at some options. Right here what you see is a situation where maybe a business has bought six different stations. This is very common. What businesses try to do is they try to reach too many people a lot of times, and I know that sounds kind of silly, but what happens is when you're only playing on a station, maybe a few spots, and you're going like this and you're hopping from station to station, you're actually not hammering home your message to your consumer. So in that last example we just placed media on six different stations, and we did a little bit of them, just a little guy like this. So what we've come to realize is what you want to do is you want to buy a little bit more, and the reason being is if you can hammer home repetitively your message, then your message will actually stick with the consumer. So let's take a look at what happens when, and I'm sure you can see where this is going, we buy more on one station and avoid spreading our resources out.