Plan your advertising and save thousands…

If you’re planning to do any print or online advertising in 2012, you’d be wise to plan ahead.  By creating a media plan for the year you can reap the financial benefits of block booking as well as being able to negotiate best positions in the publications and potentially getting them to agree to place your editorial as part of the deal.

To give you an example, I created a media plan for one of my clients with their annual advertising budget of £20,000. From the initial rate card costs of £21,700 I managed to negotiate a reduction over all the publications of nearly £9,000 allowing them to increase their exposure with additional advertising in their chosen publications as well as adding some new ones to the mix.  I also managed to secure regular editorial coverage as they could see we were
committed advertisers.

Whilst there is a lot to be said for a great last minute space deal, you are subject to the restrictions of fitting into the particular ‘space’ they have for your
advert and perhaps being persuaded by price, rather than logical thinking and planning around your target market.