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Media Strategy
SGS develops the research to target the demographic profile for the clients “Best Customers.” We use all the research available to us, Scarborough, Neilson, Neilson LPM, Marshal Marketing, Census, Arbitron and Smart Plus just to name a few.
We know that research is the heart of any media strategy, but SGS also has a bunch of smart, talented people who cut through the sea of ordinary marketing. This challenge is one that they thrive on and the combination is one that takes all SGS clients to a higher level. Through television, radio, infomercial, TV segments, outdoor, bus lines, web marketing, in-store promotions, brand awareness campaigns, corporate identity programs and many other creative avenues to promote and move the marketing needle. SGS knows them all!
Buying
With the research in hand, we approach the media in a different way. We consider the buying process a three way partnership, the client, the mediums and SGS. We look at the strengths of each medium channel and evaluate the multiple facets of each. We utilize the best from each channel that suits each individual client’s needs. Every buy is approached with this in mind and makes the partnership more cohesive and successful.
Negotiating
SGS has over 25 years of inside television experience and over 20 years combined experience inside radio and print. SGS knows the inside making of each medium channel which gives our clients an unprecedented advantage. With multiple clients in the Phoenix DMA we negotiate every September for annual rates in each market. We look at cost per medium and with our relationships we distribute shares to the medium that gives us the best rates for our target and added value for the clients. The goal is to get the maximum exposure for the clients’ advertising dollars and no one knows this better then SGS!
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