Reasons why you should keep your media buying local

tv advertising

Whatever your chosen advertising medium, whether online or print, on the radio or via TV, your end goal is always the same: to reach your target audience at the lowest possible cost. And that’s where media buyers come in. Essentially, media buyers do exactly what it says on the tin. It is their responsibility to buy media space and assess the efficiency of certain platforms and media channels so they can make informed decisions about where your campaign should make its advertising debut. So of course it goes without saying that with so much at stake, your media buying agency should be someone you can trust.

We’ve already discussed in a previous blog post the beauty of local agencies. With a wealth of local knowledge, contact lists that go on for days and unbeatable experience, they can provide a truly expert and specialist service. And the great thing about local agencies is that because they themselves are smaller businesses, you are more than likely to have one dedicated point of contact, meaning you can really get to know each other and they can truly understand your brand and what you want to achieve.

But what about small companies in big cities such as London? Should they go with the big multinational agencies on their doorstep or look outside of the city for other alternatives? Whilst it might seem appealing and safer to go with big companies who have worked with household names, the reality is that for smaller companies it still pays to go local.

If you’re a small business in London with a small budget to match, you’re something of a small fish in a large bowl. Whilst big shiny agencies might sound attractive and say all the right things, the reality is that you will probably get lost in a sea of other clients, often with bigger budgets, and not get the personal service you deserve—which means your advertising campaign won’t have the impact it should do.

Here at Redwood, we believe that the entire advertising process should be a joint effort. That’s why we take the time to really get to know our clients, whether big or small, so we can learn all about their brand and what direction they want to go in. We believe that every client should be able to work together with a dedicated team to share ideas, plan strategies and have a say in what’s going on and why. Think of it as a collaborative process rather than us telling you what to do, with our proactivity and innovative ideas thrown in to boot.

Sound like something you’d be interested in? Why not give us a call and we’ll get your message across in all the right places.

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Karen Brar has been a media buyer for over 15 years, negotiating excellent rates for TV, radio and advertising production. She’s a people organiser who loves intelligent client development. Prior to this her family worked in retail growing their operation from 3 to 30 shops so Karen appreciates the operational coal face and brings uses this knowledge to help clients achieve business success.

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