Our Approach
Our Approach
We have a unique approach to planning and buying media. The foundation of our agency is customer acquisition. That’s the starting point in which, we approach all of our assignments. We then integrate a more traditional brand methodology into the strategy, where appropriate and needed, to deliver the desired client goals for the campaign. But we always lead with customer acquisition which enables us to optimize your campaign continuously.
Our media strategists are experts in planning and buying for both:
- Customer Acquisition
- General Branding
As a result, we blend both methodologies to create innovative Response-Brand strategies whose successes are measured on a real-time, daily or weekly basis to determine the return on investment and if we are meeting the revenue and brand awareness goals for our clients.
Customer Acquisition
Our Customer Acquisition/Direct Response approach gives media strategy the ability to be continually optimized because all media purchases are generally cancelable within a 48 hour period. (Not available in outdoor media placements). This flexibility with cancellations enables us to shift monies from one media to another if we see certain media types are working more effectively.
An additional benefit to our clients is they get to utilize a different rate card than the one general brand advertisers use. It is the lowest rate structure available in each media vehicle.
While these rates are pre-emptible, WindStar Media® has created internal processes and procedures which provide our buyers with pre-logs of media schedules. This allows us to adjust media schedules prior to their airing to ensure the integrity of our clients’ buys.
General Branding
Concurrently we utilize a more traditional brand approach in planning your media utilizing target rating point goals to ensure we are delivering the right audience as effectively as possible. Those media points are held accountable to a media post analysis 90 days after the quarter to ensure that the media was delivered as planned and purchased. If the media did not deliver the estimated TRP levels, the advertiser is provided with make-goods where advertising will run at no charge in the next flight until the missed TRP’s levels are made whole (+/- 10%). We start optimization immediately upon implementation.
Our media strategists are experts in planning and buying for both:
- Customer Acquisition
- General Branding
As a result, we blend both methodologies to create innovative Response-Brand strategies whose successes are measured on a real-time, daily or weekly basis to determine the return on investment and if we are meeting the revenue and brand awareness goals for our clients.
Customer Acquisition
Our Customer Acquisition/Direct Response approach gives media strategy the ability to be continually optimized because all media purchases are generally cancelable within a 48 hour period. (Not available in outdoor media placements). This flexibility with cancellations enables us to shift monies from one media to another if we see certain media types are working more effectively.
An additional benefit to our clients is they get to utilize a different rate card than the one general brand advertiser use. It is the lowest rate structure available in each media vehicle.
While these rates are pre-emptible, WindStar Media® has created internal processes and procedures which provide our buyers with pre-logs of media schedules. This allows us to adjust media schedules prior to their airing to ensure the integrity of our clients’ buys.
General Branding
Concurrently we utilize a more traditional brand approach in planning your media utilizing target rating point goals to ensure we are delivering the right audience as effectively as possible. Those media points are held accountable to a media post analysis 90 days after the quarter to ensure that the media was delivered as planned and purchased. If the media did not deliver the estimated TRP levels, the advertiser is provided with make-goods where advertising will run at no charge in the next flight until the missed TRP’s levels are made whole (+/- 10%). We start optimization immediately upon implementation.
Attribution
To successfully track our media plans, we utilize our proprietary media attribution platform ConnecTrak™ which identifies what each element of the media mix is contributing to the revenue generated. This ensures that every dollar is working harder for you.
In Conclusion
Our media strategies utilize blended strategies and omni-channel marketing to ensure we can acquire and retain customers at the lowest possible price. Meeting and exceeding the revenue targets of our client’s is the primary goal at WindStar Media®.