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  • Writer's pictureTammy Vasbinder

What to Ask Your Marketing and Media Purchasing Agency


Photo of Vast Strategies Team in 2023, from left to right, Gwen Robbins, Bitsy McCann, Tammy Vasbinder, Chad Arentz, Maureen Williams

In the dynamic landscape of marketing and media purchasing, partnering with the right agency is crucial for achieving your business objectives. Whether you're a small startup or a well-established enterprise, asking the right questions ensures that your marketing efforts are not only effective but also aligned with your goals.


Here are some key questions to pose to your marketing and media purchasing agency, along with examples of what the answers should look like.


What's your approach to understanding our business?


Example Answer: "We believe in evaluating every client's business separately. No two businesses are the same. We oftentimes conduct comprehensive market research (for clients that request it) and a thorough analysis of your business model, target audience, and competitors. Our goal is to develop a deep understanding of your unique value proposition and market positioning. With our decades of industry experience in the Central PA market, we often have the answers from the initial meeting."


How will you tailor the strategy to our target audience?


Example Answer: "We base our targeted media and marketing strategies directly to your desired demographic. We know what certain demographics are attracted to, when they want to hear your messaging, and how they want to hear it. We customize everything to resonate with your target audience so we can ensure that the content and messaging are compelling and relevant to them."


What metrics do you prioritize, and how do you measure success?


Example Answer: "We focus on key performance indicators (KPIs) such as conversion rates and return on investment. Our analytics tools provide real-time data, allowing us to make data-driven adjustments for continuous improvement. While we can bring people to you, your team needs to have incredible customer service in order to convert them to clients. We also offer customer service and sales team training to assist on increasing those metrics as well."


How do you stay updated on industry trends and changes in the market?


Example Answer: "Our team constantly monitors industry trends, competitor activities, and changes in consumer behavior. Ongoing training and research keeps our team abreast of the latest developments. Tammy (our founder), Maureen (our media buyer), and Chad and Bitsy (our designers) constantly stay up-to-date on trends in their respective industries so that we can know exactly what's going in all areas of marketing and media buying."


Can you provide examples of successful campaigns you've executed for similar clients?


Example Answer: "We recently worked with a client in a similar industry and achieved a 47% increase in lead generation through a targeted social media campaign. Increases can run anywhere from 5% to 500% depending on branding, industry competition, and investment. Our success stories demonstrate our ability to deliver results within your industry, and we would love for you to connect with one of our clients (if you'd like) so you can ask them questions about our return on investment."


How do you optimize media buying for cost efficiency?


Example Answer: "We leverage data-driven insights to identify the most cost-effective channels and negotiate favorable rates. Our media buying strategy focuses on optimizing the budget to maximize reach and impact. Additionally, and we don't think it should be understated, but our experience really helps us know what people want to hear, when they want to hear it, and how they want to hear it. Because of this, we know what you should invest in, how much, and what media buys would be a complete waste of money for you."


How do you collaborate with our internal team?


Example Answer: "We believe in transparent communication and close collaboration. Regular meetings, detailed progress reports, and open lines of communication ensure that your team is always informed and involved in the decision-making process. We often become an extension of your in-house marketing team."


How do you approach cross-channel integration in marketing campaigns?


Example Answer: "We believe in a holistic approach, ensuring consistency across all channels. Our strategy involves seamless integration of messaging and design elements to create a unified brand experience for your audience. That being said, we will never put you in a channel we do not believe will be effective."


Can you provide insights into your content creation and distribution strategy?


Example Answer: "Our content strategy involves a mix of engaging and shareable content tailored to your audience. We create custom messaging for every new campaign, but we sometimes continue to run the same messaging if it's incredibly effective. We optimize content distribution through various channels, and we custom tailor that for every client."


How do you ensure brand consistency while still catering to diverse audience segments?


Example Answer: "Maintaining brand consistency is a priority. We create flexible brand guidelines that allow for customization based on audience segments, ensuring that the core brand identity remains intact while resonating with different demographics. We specialize in brand consistency while appealing to difference audiences."


How do you handle scalability, especially during peak seasons or sudden spikes in demand?


Example Answer: "Scalability is a crucial consideration in our planning. We have protocols in place to handle increased demand during peak seasons, ensuring that our campaigns can seamlessly accommodate fluctuations in traffic and consumer interest."


What is your strategy for fostering customer engagement through marketing efforts?


Example Answer: "We prioritize building long-term relationships with customers. Our engagement strategy includes personalized communication and feedback mechanisms to enhance the overall customer experience and encourage brand loyalty."


These additional questions will help you delve deeper into the agency's strategies and capabilities, providing a more comprehensive understanding of their approach to marketing and media purchasing.


Asking these questions and evaluating the responses will empower you to make informed decisions when choosing or assessing your marketing and media purchasing agency. It will also help you delve deeper into the agency's strategies and capabilities, providing a more comprehensive understanding of their approach to marketing and media purchasing.


Remember, a successful partnership is built on transparency, alignment with goals, and a shared commitment to achieving tangible results.


If you're struggling to achieve the results you're after, let us know.

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