Latest Blog Posts
Feb 26, 2010
Category: Net Now and 4-Ever
Like any good media plan, layering the ingredients can have a smashing effect.
Feb 24, 2010
Category: Media Thoughts
If you listed all the variables that should be considered in the media planning process, the list would be much longer than the lead time we’ve been getting to develop the media plan.
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Media Case Study - Family Dining
Family Dining Restaurant
200+ restaurants in 25+ major markets
Business Challenge
- Increase sales of award-winning line of pies
- Negotiate more effective media weight levels to drive traffic to the restaurants, with comparable year-to-year budget levels
Solution Strategy
- Identified new ways to drive additional exposure for the holiday pie messages with our market-by-market analysis and planning
Solution Tactics
- Evaluated each market's standard media plan for maximization opportunities
- Identified additional media tactics for efficiency and message compatibility
- Increased activity in "sales"-oriented media with lowest cost-per-thousand
- Client improved staff training and increased the number of people on the floor during high volume periods to ease purchase
Results:
- Pie sales increased 40% year-over-year
- Goal was 10% increase