There are so many ways to reach out to consumers. You need to know if your media dollars are working as hard as they possibly can when you commit to a buy.
Media options – from traditional to digital to social – are continuing to grow and evolve at a record pace. Changes in the ways consumers are engaging with media are also making it more challenging to determine the right media for the right group. And a CPP in a market is no longer the only or the most effective way to determine advertising placement. You have to look at the potential target group to quantify the efficiency of the placement, as well as the reach.
An Atlanta advertising agency created a media plan for a local Honda dealer that incorporated traditional, digital, and social media based on the evaluation of their target group. They also wanted to reach Hispanic consumers – and the market was split between both Spanish- and English-Dominant. The media buyer needed to establish the proper vehicles that would bring in deliver potential car buyers, as well as launch a brand awareness and loyalty campaign. With multiple target groups, efficiency was critical in staying within their budget.
The advertising buy produced the greatest reach and frequency in delivering the dealer’s potential car buyers. By incorporating media that were most efficient among the target group, the buyer stayed well within budget. Within a few weeks of the campaign, the client not only saw increased traffic at the dealership, but more customers who were more qualified...and sales rose quickly. The client also saw increased traffic and comments on their websites, showing an increase in their brand awareness.