Key Issues

• Is traditional media placement still a relevant lead generation strategy
• Generating and measuring leads from traditional media
• Unsure how to balance traditional with digital tactics
• Not convinced current buy strategy is effective

Traditional Media Planning and Buying Still Exists, and Can Work for Lead Generation

When was the last time you picked up a book about buying media space in trade journals?  Certainly traditional media tactics are still valid media option for lead generation if the research on your audience proves so.  As a lead generation consultant, I believe traditional methods can still work, and should work.  The industry media bible, SRDS (Standard Rates and Data Service) still lists 40,000 properties between consumer and business sources.  What has changed is how information is delivered, and how that information is packaged.  Consider what a publisher can offer:

*  Print ads, online portal, online buyers guides, email list, mailing list, sponsored webinars, sponsored newsletters, public relations coverage, sponsored surveys, white paper downloads, video sponsorships.

There are multiple methods to promote content via a publisher.  Our assessment will include your media placement approach, and how to optimize it for lead generation.  Measurement is key.  Here’s our approach:

• Analysis of media placement: publication audience analysis, review of properties offered, packages available, added-value opportunities, cost-efficiency.
• Analysis of creative, from a tactical perspective: call-to-action mechanism, quality of offer, content promotion, message tactics.

To capture and measure leads from offline media- trade journals AND direct mail, we will:

• Determine what content we should offer in your advertising; whether they are white papers, demos, or webinars.
• Create or optimize landing pages for lead capture.
• Utilize vanity URLs to redirect links to your landing page or website.  By using vanity URLs, one URL for each media source, we can track leads generated by source using Google Analytics.
• Custom phone numbers.  We can also implement a phone call tracking system, giving each media source a unique phone number that can be tracked specific to that source.
• Lead sources will also be set up as campaigns via CRMs for follow-up.

If we negotiate digital assets as part of your media plan, the scenario is similar, except we won’t need vanity URLs.  Each digital asset receives its own unique URL using Google’s URL creation tool so that each source can be tracked uniquely via Google analytics.   Specific campaigns and content can be tracked as well. By doing all this, we’ll capture leads from these publishers, and be able to track which tactics work the best, and thus allows me to optimize on an ongoing basis and keep an eye on increasing your marketing ROI.

Because of Paul Mosenson’s near 30 years of media buying experience, he’ll put together a comprehensive media plan and buy strategy, if your plan calls for these avenues, such as television, radio, newspaper, magazine, direct mail, billboard, transit, out-of-home, and alternative.  Clients across the country have benefited from Paul’s creative thinking and strategic approach.  And, unlike most ad agencies, Paul charges flat rates; no media mark-ups.  The benefit is unbiased thinking and cost savings.

 

Key Content Statement

Relevant content captures leads, whether the promotion is offered online or offline.  Our services to you include planning, writing, and tracking the content.

Summary of Approach

Not all lead generation tactics is online, and we understand that.  Because of all of our years in traditional media, we can look at both traditional and digital marketing tactics and optimize all for lead generation.

Next Stop: Digital Advertising