Media Mix
There are more media vehicles now than ever before, and they all have their fair share of advantages and disadvantages. The Primm Company will use the media that best reaches the demographic profile of your prospect. Whether it’s newspaper, radio, magazine ads, web banners, billboards or anything else, we will determine just the right media mix to reach your goals and find the best opportunities for your company.

Set Media Objectives
It is crucial that one of the first things we do is define the media objectives in specifics. 

• Are we building brand awareness or looking to maintain market share?
• Are we looking to grow? If so, how much? 2% or 20%?
• And how do we want to grow? Demographically? Geographically?

In any case, how do we get from where we are, to where we want to be, and how will we know when we get there?

We work closely with each client to make sure that benchmarks are established and expectations are clearly defined and achievable.

Target Market
We use several research companies to help us define your target market. We want to know who your customers are, where they’re located, what mediums they’re using, what products they’re buying, and how their decisions are influenced. To accomplish this goal, we use several research companies and, most importantly, listen hard to those who know your customer best–You.

Schedule Media
Once your target is defined, it’s important to adjust your aim. An effective campaign has a planned, well-timed media schedule. The Primm Company will make sure your dollars are spent wisely by carefully deciding what mediums to use, how often to use them, and when. We clearly present all media schedules with specific rationale, and always get your approval before placement.

Negotiate
What makes the difference between a good schedule and a great schedule is often what happens when the deal is being made.  At the Primm Company, we do not pick up the phone and just place orders.  The key to negotiating with the media is doing your research way before the process even begins.  We know what you want ahead of time, find leverage, create a strategy and leave nothing on the table. Nothing is ever given up without getting something of greater value in return.

Schedule Verification / Post Buy Analysis
All media schedules are checked monthly to make sure each and every commercial ran as it was placed. The Primm Company verifies that the correct commercial ran on the scheduled day, date and time at the ordered cost. When necessary, make goods, bonus spots or credits are issued if the schedule did not deliver what was ordered or ratings fell short.  We are very familiar with how co-op works and we frequently help organize this process for our clients so that full co-op reimbursement is attained.

Measure Results
Now that the schedule has ended, it’s time to go back to the beginning.

We’ll make sure that we accomplished the goals established before the campaign started and that we met your expectations.  And then we’ll make it even better. We’ll reevaluate the plan, improve on what we can, and bring new strategies to the table.

At Primm, the media plan is not finished when the orders are sent. In many ways, it’s just the beginning.