Questions to Ask Yourself Before Buying Media Direct

Do you know your target audience and how to reach them?

Since you are already operating a successful business, you probably have a clear understanding of who your best customers are and may also have an idea of what you want your future customers to look like. The other side of knowing who they are is knowing the best ways to reach them and the type of creative messaging that will influence them to engage with your brand. If you understand your ideal customer and how to reach them with effective messaging, going direct may work. If you are unsure who your ideal customers are, this is where an agency’s expertise shines. Their ability to dive deep into market research as well as knowledge of available marketing channels can help you understand your target audience – introducing you to your future customers faster. Truly understanding your customer and the best places to reach them will allow you to choose the right media options, both traditional and digital, for placing your marketing message.

Do you have time to manage campaign execution?

A strong marketing campaign must start with a good strategy. However, a good strategy will not bear fruit without seamless execution. Advertising options change quickly and requires research into each option to ensure it aligns with the strategy you have put in place and meets your budget. If you lack time or resources to manage media buys and adjustments, an agency can handle the heavy lifting while you focus on big-picture goals.

Can you identify the best media mix on your own?

If you are interested in meeting with each media representatives in the market and learning about all of the media options available to you, then going direct is a great way for you to do this. Media options are vast and ever-changing. Agencies stay up- to-date with offerings and weigh the value of each against the alternatives. This allows us to help you choose the right mix and field calls from media reps.

Do you have the buying power to negotiate rates?

Larger ad spends often mean better rates. If your media investment is large enough, you can negotiate lower rates, giving you a higher return on your investment. If your budget is limited, an agency can leverage its bulk buying power to secure more competitive pricing, getting you the best bang for your buck.

Do you have strong relationships with media outlets?

An important aspect of being an effective media buyer is networking with your local media reps. If you already have good media contacts or want to build them, going direct could work. Many times, agencies already have established connections with the media and understand the subtle operational nuances that are necessary to put your plan in place. Using an agency can save you the time it takes to build these relationships and the education necessary to work well with them.

Do you have access to unbiased market research?

Unbiased research is key to helping you make key strategic decisions for your business. Media reps often “tell a good story” and present data favoring their platforms. Agencies use independent research to guide objective, data-driven decisions that benefit your strategy—not a specific vendor.

Can you make critical decisions without the support of an expert?

If you’re confident in your marketing expertise, you may not need agency support. But if you value expert guidance and strategic input, an agency can be a vital partner in your success. Understanding this will save you the time necessary to establish a fruitful agency partnership. Your agency only succeeds when you succeed, period. The agency’s goal is designed to address your business challenges with strategically sound marketing tactics aimed at growing your business.