Hispanic Media Buying

Sun Marketing Media Buying Case Studies

1. Hispanic Market is 44 million people strong in the United States. We helped Gerber Baby Foods reach this market.
2. Car dealer needed the best media buyer who could buy airtime and produce commercials for both English and Spanish television. His business has doubled.
3. Sun Marketing was selected to buy cable television for a high tech business to business firm’s first Media Advertising, and results are “exceptionally good.”
4. Sun Marketing helped produce a 300% increase in Christmas revenue, year to year, as this $10 million firm’s first ad agency. They “used to do it themselves.”
5.  We negotiated money-saving long-term contracts for a retail nursery that could only see the month-to-month plans previously.
6.  We cancelled advertising with no penalty on hundreds of long-term contracts for an auto insurance firms because business conditions changed.
7.  We advertised on the Internet starting in 1993, and helped thousands of firms get their website and marketing implemented.

Dr. MB’s Nine Ways to Save Money on Media Advertising

1. Buy media when the demand is low. The busiest time of year for retail is Christmas, so you buy your media in the summer, when stations are willing to make large concessions.
2. Buy in long term segments, one or two years if you can. That way your rates are protected from increases and your ad representatives are willing to give you the absolute lowest plans available, or even lower.
3. Do your homework. Look at more than one option for every buy. If you can, look at the pricing and ratings of previous books, one or two years prior, to see what kind of delivery was achieved. Your rep is only going to show you where they look best. It’s up to you to figure out what questions to ask and from whom. (see “Ten Essentials for Media Research”)
4. Foster solid relationships. After 30 years in the business, I’ve been able to find the truth in just one quick phone call. I’ve called people with mistakes on their research and they have been grateful for that “accountability check up”.
5. Know what value added is allowed and what is for the asking. Be kind, but continue to ask for more value if you feel it’s deserved for the media investment.
6. Pay attention to your message. Don’t change the message when you are bored, but when your audience is finished. When the message needs to be changed, make the move and save the memories. If you’re not sure if the message is working, ask your customers to tell you. They will.
7. Accept only truth from your buyers. Make sure they are accountable and reliable, even with the smallest of details. Otherwise you are focused on failure, not success.
8. Ask for a pre-payment discount. Ask for a “payment by check” discount. Ask for a volume discount. Ask for a “camera ready” discount. With business conditions as critical as you have ever seen them, you’ll save money by asking.
9. A risk, but often worth it is to run some of your spots “pre-emptible”. What this means is that media has the opportunity to move or bump you to a different position. Often, you will find that they are “sold out” and will need to move to a different day or time period. However, you don’t pay for the first spots, and the second choice could save you a lot, even being a possibly better alternative, depending upon your business goals. As a media buyer, I would always have the option to approve the second spots in advance, of course.

(Source: Sun Marketing Copyright © sunmarketing.net 2008)

Dr. MB’s Mental Checklist for Media Buying

           Am I on target?
           Do I have my focus on my product/service or my customers?
           Did I test my creative?
           Did I test my media research?
           Did I contact my competitors?
           Am I getting the very best rates possible?
           What else could I have negotiated of value?
           Is the campaign timely?
           Am I set up for measuring and evaluating the results?

Coming up Soon From Sun Marketing

• Ten Ways to Plan Your Next Ad Campaign
• Pre-emptions, Political and Missed Spots and Avoiding Them
  
• Eight Basic Media Tips for Buyers of Media
• How to Select Media for the Right Message
• Dr. MB’s Top US Media Companies:

Entravision
Cox Media
McGraw Hill
Tribune
PBS
Google
Qualcomm

Reputation, experience, and reliability are what you need when looking for the best Hispanic media buying. Use a professional to implement and measure your results. You don’t have time to talk daily with media vendors, not if you’re focused on your company. Sun Marketing can do that.

First we help you refine your target Hispanic market. Then we select what we know will work, the ideal Hispanic media buying for you.

Our Results Measurement System (RMS) helps report results as they are achieved and measures how much clients need to invest in order to maintain or increase the level of new business. For your personal copy of RMS, contact us: info@sunmarketing.net

Go to the Association of Hispanic Advertising Agencies University ahaa.org for more information to learn about Hispanic Media Buying.

Doc MB (Dr. Mary Beth McCabe) was speaking at the Radio Ink Conference in Miami May, 2008. Sun Marketing Press Release June 2008. Hispanic Radio Conference full convention highlights.