Media Buying & Strategy
Building an Effective Media Campaign
As the premier media buying agency in Madison, WI, we know that it’s important to work with an experienced media strategist who can direct and guide your media approach. We’ll develop a clear plan based on goal outcomes and our team of media buyers will go to work for you to implement that plan.
At Soul Seed, we combine our expertise in effective media planning and buying strategies with our knowledge about the customer buying journey. We support it with the power of Strata, an advanced media planning software to provide insights on every market, plus detailed reporting to ensure effective planning. In addition, we bring our skills in strategy, analysis, and ROI review to the table, allowing us to lead and implement large and multi-faceted media campaigns for clients.
Our national media buying and planning team brings in-depth knowledge of media channels in local, regional, and nationwide markets, with collective experience in more than 25 states. We understand how to research markets, to advise clients in which markets their advertising will be most effective, along with analyzing data provided from media outlets to determine which media outlets are the best fit for clients.
Our national media buying and planning team brings in-depth knowledge of media channels in local, regional, and nationwide markets, with collective experience in more than 25 states. We understand how to research markets, to advise clients in which markets their advertising will be most effective, along with analyzing data provided from media outlets to determine which media outlets are the best fit for clients.
“A good media buyer negotiates rates and ratings. An amazing media buyer takes that a step further and understands how to cultivate relationships for the client’s benefit.”
Amber Swenor
Founder & Brand Strategist, Soul Seed
Our Services:
As an award-winning marketing firm offering brand messaging and brand clarity services, we have the ability to guide and advise you through the entire process, identifying key targets, developing scripts and ads, and negotiating and placing media, and working together to analyze your ROI.
Media buying services include:
- media planning
- media buying
- ongoing media management
- brand messaging and positioning strategies
- script writing for TV and radio commercials
What to Expect from Soul Seed
We are a full-service advertising agency with national experience in media strategy and buying, including broadcast (TV and radio), digital, print, and outdoor (e.g., billboard) advertising. Our team has a combined 20+ years of experience in media buying. We are intimately familiar with the Madison market, and we have experience advertising in the Milwaukee, Fox Valley, La Crosse, and Wausau markets, as well as other states. In addition, our firm uses Strata, the premier media planning software, which empowers us to work on large regional and national media campaigns efficiently.
Should you decide to partner with us on your media buying, we walk you through the following steps to get you maximum coverage, at the most cost-effective rates.
Understanding Our Media Planning and Buying Process
1. Initial Setup
During the initial setup phase of the campaign, we’ll review your past sales metrics and your objectives to help you set achievable media goals. After establishing who your core customers are, we identify the best avenues (e.g., broadcast, digital, print) to reach them. If necessary, based on these goals, we will determine the campaign direction and a content plan.
Based on this information, our media buyer then determines buying parameters of the various media forms. This may include:
- a goal cost per thousand people reached
- the percentage of the market to be reached with a goal frequency number
- length of ads
- weeks/days for the ads to run
- types of programming within which the ads will run
2. Negotiating
As one of the most well-known and well-respected media buying agencies in Madison, we’ve established partnerships with our wide network of media properties. As a result, we’re committed to achieving a triple win for each relationship — for our clients, the media property, and our agency! We strive to find innovative solutions that combine value, visibility, and performance.
3. Placement
Our goal is to ensure that your ad gets in front of and captivates your target market. That’s why our first step is to get clear on your ideal client and research their viewing behaviors. We’ll identify your objectives and ensure that the outlet we’ve chosen will be compatible with your goals.
4. Ad Production
Depending on the media outlet or outlets we choose, you’ll collaborate with our talented and experienced team as we create appealing visuals and copy for your review.
5. Ongoing Campaign Management
Following the initial launch of the ad, we’ll monitor your placement to ensure that it’s performing according to your standards and goals. Based on this assessment of measurable progress toward your goals, we’ll determine best next steps to optimize the campaign.
Looking for guidance to live your soul truth?
Sign up for our Soulful Living bi-weekly newsletter.
