"Joel Rapp was having a hard time getting his son out of bed for school. Then he had a brainstorm.
He realized that his kids always answer their cell phones and text messages, so he decided to try a new technique. He sent a text message to his son telling him it was time to rise and shine. Sure enough, he got a message back: "I'm up."
This made Rapp, owner of Right Place Media, think about how text messaging might work for his clients. Rapp immediately could see implications for universities to reach out to potential students through text messages.
Right Place Media (RPM) is the largest national media strategy and execution firm in Kentucky. That means clients come to them for help with planning and purchasing air time or print ad space. But for RPM, the strategy goes beyond traditional communication channels and extends into interactive methods, like text messaging, e-mail campaigns, search engine optimization, banner ads and ad words.
But RPM doesn't advocate interactive methods alone. Its philosophy is integrating traditional media like radio, television, newspaper, billboards and prints ads with a twist. Recently, the company began placing buys on satellite radio and is exploring something called "stareways," which incorporate ads on stairwells in high-traffic areas.
"You can't just place these to say you tried something new," Rapp said. "It must be creative and make you smile or make you think."
Although RPM works with several large national companies, the firm also works with local companies and political candidates. Rapp believes strategy, not just clever ads, drives results.
Working with an agency like RPM offers several advantages and doesn't cost any more than placing the ads yourself because media outlets pay agencies a commission. When placing your own ads, you're working with a number of representatives from various media outlets. With an agency, you have one contact. Also an agency can offer a neutral, objective opinion about where to invest. RPM is the only agency in Kentucky that subscribes to Arbitron and Nielsen ratings for all markets in the United States, so the firm bases their buys on that data and uses it to negotiate pricing.
Many businesses do work with agencies, according to Chris Martin, general sales manager at WKYT.
"Agencies have a place and contribute the largest ad dollars each month," he said. "We're fortunate in this market to have talented agencies and people in those agencies."
Contrary to popular belief, Martin said all businesses can afford to advertise on television. He said WKYT's advertisers may spend as little as $250 a month or as much as $25,000, depending on their needs and budget. For those on a limited budget, he suggests placing a logo on the time and temperature posting as one way to have a presence.
"Television is the most powerful medium," he said. "There's an opportunity here for anyone who wants to advertise."
WKYT's Web site offers additional options for advertisers, Martin said. The station also broadcasts University of Kentucky football and basketball games, which is another draw for some advertisers. Family Home Health Care is a good example. Because they are in 48 counties, advertising on the UK Network seemed a good fit.
"This hits more homes and referral sources," Vice President Ron Evans said. "We're really tied to the legacy of UK basketball, and the coach is always the spokesperson for that."
Evans said his company used to have its advertising agency purchase ad time, but a few years ago, Family Home Health Care decided to work directly with the UK Network.
Evans said he is strategic in his ad placement. He says some people may advocate a scatter approach that tries to hit everyone, but Evans says targeting specific programming pays the biggest dividends for his advertising investment.
So, how do you know if you've spent your money wisely? Sales figures are always a good measure. Hits to your company's Web site, increased number of customer visits to your business and more phone calls also provide a good indication. But what worked last year, or even last quarter, might not be the best investment now.
RPM's Rapp said advertisers should keep an eye on changes in ratings of television programs and radio stations and re-evaluate quarterly. When something's not working, advertisers must be willing to try a new approach, but don't be too hasty in your decision. It can take some time to build brand awareness or name recognition.
Although traditional methods can never be discounted, Rapp said advertisers shouldn't shy away from new ideas. New methods must mesh with audience lifestyles, however, or they won't be heard. Sort of like an alarm clock versus a text message.
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