Credit Crunch Advice - B2B Marketing Magazine

01/09/2008

COMMENT FROM AMANDA ALEXANDER, WHICHMEDIA
FOR B2B MARKETING MAGAZINE

 

Amanda Alexander, managing director of WHICHMEDIA (www.whichmedia.com) - the B2B media planning and buying specialists - offers her advice on how to maximize advertising campaigns to make them work hard in a tough economic climate.

‘’Recession or not, every penny of your advertising expenditure should be spent effectively.

‘’Stretch your budget by using a specialist media planning agency. Tapping into an experienced media buyer’s expertise and relationships with the press can be priceless in terms of getting your message across to the right audience and securing the best deals in publications that matter to your sector. The service doesn’t cost a penny – agencies take a commission from the reduced rates they’re often able to secure with the publisher, not from your budget.

‘’Whether you’re planning the advertising yourself or using an agency, monitor the campaign continually.

‘’Especially in these trying economic times, there are opportunities for great deals. So, you or your agency must push publishers to ensure you get the best value.

‘’Don’t be afraid to negotiate hard. Take advantage of volume buying. You may be purchasing exhibition space, a print campaign and online marketing products from the same publisher – use this as leverage to secure excellent deals.’’

‘’Using audited publications guarantees readers have either requested the title or conform to the title’s terms of control and your message is more likely to be seen. If you do need to consider un-audited titles, be cautious about the publisher’s claims and obtain Royal Mail dockets as proof of postage.

‘’If responses to an advert in a particular title or website drop, re-negotiate terms so that the title remains effective, at an acceptable cost per response.

‘’Scrutinize what’s working and what isn’t.  Too many companies simply plan the same campaign year in year out at the same rates.’’