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MEET THE PANELISTS
Caitlin Perry - Director of Media
and Digital Strategy
Dr. Chris Fasano - Chief Growth
Officer

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What will you learn?
◎ What is Traditional Media?
◎ What is Media Planning and Buying?
◎ How do you plan?
◎ Budgeting!
◎ Measurement

What is Traditional Media?

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Traditional Media, also referred to as Traditional Marketing, Paid Media, and Traditional Advertising,
is when advertisements are placed for mass media consumption.
The goal is to drive brand awareness, brand authority, interest, and ultimately, sales.
Mediums for placement include:
◎ Television
◎ Radio
◎ Out of Home
◎ Direct Mail
◎ Print
From your commute, to your couch, and to your front door - traditional marketing is there, and it works.

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Television is not limited to just cable and broadcast!
Streaming options have not only opened the door to brilliant shows and new filmmakers, but it has
opened the door to new advertising avenues.
◎ Hulu
◎ OTT - Over the Top Television/CTV Connected Television
● Streaming vs Connected Device
● OTT: Hulu, Netflix, Amazon Prime
● CTV: Amazon Fire Stick, Roku
◎ YouTube
Broadcast is still a great option for viewership - but with careful program consideration.
Cable is always a case by case scenario.

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Just like television, radio is into streaming.
Streaming options have changed our radio habits
over the last decade. On top of COVID changing
people’s commuting habits, Terrestrial Radio
(AM/FM) has been hit hard.
◎ Put a strong focus on Spotify and Pandora -
especially for the self service platforms and
inexpensive CPM/Minimum.
◎ Keep AM/FM radio in your back pocket but
rethink how you get your message out there.

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Out of Home (OOH) or Outdoor Advertising includes anything from billboards, to bus ads (transit), to
mall ads.
FUN FACT: Out of Home is the oldest form of advertising.
◎ It’s an oldie but a goodie.
◎ Location Location Location!
◎ BUT be mindful of your creative.

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Direct Mail, also called Direct Marketing, is back!
Direct Marketing saw a resurgence after the pandemic hit. While it
never fully went away, new life was given to it thanks to a new
lifestyle of remote work and enjoying a trip to your mailbox.
◎ Buy targeted lists from reputable vendors
◎ Know who you are looking to reach - be smart with your money!
◎ Have fun with the creative - stand out from the crowd
◎ Layer with other forms of advertising

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Postcard example

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Print on the other hand…
While print advertising still serves a purpose, it’s for a specific audience: Boomers and Business
◎ This could vary by market!
◎ Make a deal
◎ Know your audience

Why and How to Plan

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Why should I have a media buyer?
◎ A media buyer is dedicated to negotiating rates, understanding
deadlines, handling and stretching budgets.
◎ We are a layer of protection for your business
◎ Sales reps are marketed as “Marketing Specialists”
● Spoiler: They are still sales reps!
◎ Sales reps only sell their product - a piece of the puzzle within the
marketing and media strategy
◎ Media Buyers are in contact with sales rep to take all of the pieces
of the puzzle and make them fit

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How do you start planning your media?
1. Marketing Strategy
a. Develop your marketing goals, develop your KPIs, understand
message, target, and budget
2. Media Strategy
a. Choose your media, flights, audiences, and budget breakdown
3. Media Plan
a. Get granular: Pick the final media placements, understand creative
needs, decide on budget
4. Media Buy
a. Negotiate and finalize contracts

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Let’s break this down: Who, What, Where, When, How, Why?
◎ What is your goal?
◎ Who is your target audience?
◎ Where is your media market?
◎ When do you want to advertise?
◎ $$ Budget $$
● It’s okay if you have to work backwards!
◎ Determine mediums
◎ NEGOTIATE!

Measurement

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Traditional media in a digital media led advertising world rings the question:
How do you measure the success?
◎ Impressions
◎ Reach
◎ Frequency
◎ CPM
◎ Surveys

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Key Takeaways
◎ Traditional Media is still valuable and important for any marketing and media strategy, it’s just shifting
and measurement is on its way there.
◎ Television, especially streaming, is where to spend your money.
◎ Streaming radio > AM/FM
◎ Direct Mail has new life
◎ Pass on print (mostly)
◎ Out of Home is like Yoda and we need to show respect
◎ Planning prevents poor performance
◎ Ask for Added Value!

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Q&A
● Let’s take some questions from the Chat!
● Questions? Concerns? Contact caitlin.perry@overit.com or
chris.fasano@overit.com

Bellevue Woman’s Center | April 2019