You have a website and a logo. You even have a few ideas for commercials.
There’s just one problem: Nobody knows you exist… and your industry is stacked with competitors.
In short, you need a media buying strategy — pronto.
Let’s dig into the whats, whys and benefits, shall we?
A couple hundred years ago, there was really just one medium: The newspaper. So, anyone could buy space in the local rag for a few pennies.
Not much strategy involved there, right?
But then came magazines. Then billboards. And radio followed by TV and trade magazines. Then the internet and wearable internet. Each of those mediums has hundreds — or hundreds of millions — of advertising placement options.
# TV stations:
# Radio stations:
# of US websites:
# of magazines:
And since the general rule of thumb is that you should spend around 7% of your budget on marketing, you need to be mindful of how — and where — you deploy your resources.
That’s a major reason to have a media buying strategy. But not the only one.
What’s one thing that every company has, but is different for every company?
Your company might be a shiny new startup that’s scrounging pennies to get your brand out to the masses (or niche).
Your business could be a century old, searching for more leads (not sales) with millions of dollars to spend.
Yes, everyone has a different goal by which they measure success — but success rarely happens without a solid strategy in place.
Media strategy agencies like Stealth Creative move businesses forward by zooming in on your priorities first, then zoom out to generate a plan for desired results. This is an important distinction.
Because some media is more conducive to certain goals than others.
Digital is Best Suited For:
Specific targeting Generating real-time data Fine-tuning performance
TV Works For:
Creating effective consumer connections Broad reach Telling stories
Radio is Perfect For:
Efficiency Large audiences Driving online brand searches
Out of Home Enhances:
Broad-reach appeal (billboards on highways)
Niche messaging (individual screens at gyms)
Use Social Media For:
Engaging with customers
Print is Ideal For:
Making lasting impressions through physical interaction (holding, turning pages) A more “hands-on” interaction
Your media team will help figure out the right mix based on your goals.
Media planners and strategists are nerds — and they aren’t ashamed to embrace it. Excel is to them what water is to fish. They view data in all its forms as the missing element that makes any strategy really sing.
In fact, media teams make every decision by running the numbers ragged. And a
mathematically-based plan of attack is one of the main reasons why you need a media strategy:
Since media planners put data and analytics under a microscope, they shine at:
Segmenting your audience
Optimizing campaign or spend for constantly improving results
Determining return on ad spend (ROAS) effectiveness
Plotting share of voice, brand recall and other key metrics
Stealth Creative’s media team understands the strengths and weaknesses of each medium and knows which best aligns with the results clients want within their budget.
And our media buyers also understand the nuances between different platforms. For example, different OTT vendors can serve “similar” ad experiences, but they vary on who can be targeted, when and how impressions are delivered and other variables that must be weighed.
Everything is factored to create a plan that has the highest likelihood to achieve — or exceed — the stated goals.
Pretend for a moment that you sell mattresses and your media team has a strategy to run two different spots: One late at night and one early in the morning.
Why would they do that?
Because the messaging can be different. If a commercial is running at 1 am and an insomniac sees your ad (commercial or banner), the takeaway should be about how your mattress is an instant lights out miracle.
But if someone doesn’t get a deep sleep, the messaging they see or hear on their way to work could be about how they’d feel wide awake if they gave your product a try.
Working with a media planning team not only helps ensure your ideal audience receives your message, they help guide the strategy to help make sure the message makes sense in the context it appears. This 360° thinking is more likely to happen with a full-service marketing agency like Stealth Creative.
In business, just about everything is negotiable — and that includes media pricing.
As we noted in our marketing myths blog, media buyers can leverage their expertise and connections to negotiate buys at lower rates. Why? Because certain mediums can be like the Costco of marketing; when you buy in bulk, you get better rates. And when you plan media for multiple companies, you are more likely buying multiple time slots, issues, etc.
But there are other ways media buyers can sweeten the deal for you:
Digital elements like banner ads or site takeovers
These are just some examples of what can be negotiated or included in a well-rounded media buy. And your strategist won’t be afraid to play a little hardball to get the best possible deal to achieve your goals.
Just like any stock market investor will check their 401(K) balance from time to time, it’s natural for companies to want to know how their media investments are doing. Good media planners hold scheduled meetings with clients to discuss performance, tweaks, reconciliations and recommendations pertaining to the strategy.
During these calls, certain data will also likely be discussed:
In certain circumstances — especially digital — you might be able to log in to your own dashboard to see the number of views, clicks and other metrics for a more-or-less real time idea of your campaign’s performance.
Here’s the bottom line: You should expect and trust your media team to make the entirety of your relationship turnkey so you can focus on other things. And they should always be available to communicate the status of your strategy.
Media evolves. New competitors and technology come to market. Most importantly, though, opportunities arise.
Just because an annual plan is made at the onset, that doesn’t mean your media team will be sitting on their hands.
Not at all.
Instead, they will (or should) be paying close attention to the national and local landscape in search of the latest and greatest developments, eager to bring these to your attention. Similarly, they should be eyeing consumer sentiment shifts and other measures to proactively modify your strategy and set you up for however you define success.
For example, although the NFL broadcast schedule was set during the summer, ABC and Disney made a deal in mid-September to air an additional eight Monday Night Football games on ABC. Your media team is paid to be on top of these breaking opportunities.
Indeed, there are literal books on this topic. And while we could make this page infinitely long, you’ve got things to do… like maybe finetuning the strategy for your media buy.
Why not get in touch with the Stealth Creative media specialists? You’ll save time, money and give your business the best shot at achieving its marketing goals.
Brian Reinhardt is a Senior Copywriter at Stealth Creative whose first unpublished story was penned at the age of eight. Yes, it involved hoverboards, lasers and robots. His days are filled with researching, content creation and SEO strategy. His nights are spent with family, reading and managing too many fantasy sports teams. Nine is his favorite number.
As we often say at Stealth Creative: Your website IS your brand; it acts as a virtual gateway for customers to discover and engage with your products or services.
So, as long as your website leaves a good first impression, you’re all set. Right?
Turns out, it’s not that simple. Because not all websites are created equal. To ensure your online platform effectively represents your business and reaches your target audience, it’s vital to invest in a website that’s built to best-practice specifications.
Let’s explore the key steps involved in creating a website that not only looks great but serves you exactly how it should.
The first step for developing your website is building a solid foundation. Wireframes and a site map serve as the blueprint for your website, outlining its structure, navigation and key functionalities. At Stealth, we understand how crucial it is to work closely with clients at this stage to ensure we have clear understanding of YOUR business goals, target audience and desired user experience.
Once the wireframes and site map are approved, the design phase begins. Aesthetics play a key role in engaging your website visitors. This is where you get to meet our design team! They love to collaborate with clients, helping to spin their visions into a appealing and cohesive experiences. Logos, color schemes, brand guidelines and any specific design elements that reflect your brand’s personality are developed (or incorporated if already existing). This collaborative process will help create a website design that not only looks stunning but also reinforces your brand’s message and values.
After finalizing the design, the development phase takes center stage. Stealth’s skilled developers will transform the approved design into a functional website, employing best practices for coding, responsiveness and usability. And since more than half of overall web traffic comes from mobile devices, we take a mobile-first approach to design and development. This phase may involve content creation, integration of e-commerce functionalities and customization based on your needs.
Throughout this process, we prioritize regular communication with you, so you can provide timely feedback and we can agilely address you concerns or modifications. Once the website is thoroughly tested and refined, it’s time for the highly anticipated launch.
Your newly built website is ready to be unveiled to the world, but its success relies on driving traffic and attracting visitors. Incorporating search marketing strategies is the key to improving your website’s visibility in search engine results.
This is where Stealth’s digital marketing experts work to ensure SEO elements, such as keyword optimization, meta tags and proper site structure, are in place. Depending on your business’s needs, our content team can also help to create engaging and shareable content to attract organic traffic and explore paid advertising options to amplify your website’s reach.
Investing in a well-built website is an investment in your business’s success!
By partnering with an experienced agency like Stealth Creative, you can be confident that best-practice specifications are followed, and you can ensure your website is optimized for performance, user experience and search engine visibility.
Check out our Web Services page to get a sense of what we can do. Then, drop us a line when you’re ready to start your website build. We can’t wait to be your guide!
Jack Eschmann is a Senior Copywriter who has worked on both the account service and creative sides of the advertising business. He enjoys crafting messages that are strategically sound, action driving and true-to-brand for each client he serves. He is also a leading member of Stealth’s content team, is an avid musician and production nerd—and can often be found laying down voiceovers in the agency’s production studio.
There’s a lot one can learn during an internship at Stealth Creative. We like to think the experience is immersive, and truly valuable when it comes to helping the next generation of marketers begin their career. But we realize that there’s a lot we too can learn from enthusiastic grads and newbies to the industry. We want to hear fresh perspectives—and keep a check on ourselves as the world continues to move at a blistering pace around us.
So, we sat down with Samantha Spaulding, (the latest honorary Stealther who’s making big waves in our Joplin office) to hear what she has to say about her experience as a Stealth intern so far.
I’ve learned a lot from my work within the agency. The classroom taught me some of the technical knowledge and terms, but it really is a different experience living through it and seeing it all in action in the real world. I help with financial advisor (The Princeton Group), internet provider (Sparklight), and livestock product (US Whip) clients. I’ve enjoyed creating and presenting creative briefs internally to kick off projects for our creative team, and helping with research, building presentation decks and social media tracking.
I’ve known my entire life that I was meant to be in business, but it wasn’t until I was 15 that I fell in love with advertising. I was selected in high school to attend a leadership program where we had three days to create a business. Everyone had to select a role (management, HR, finances, marketing, etc.) I chose marketing because of my history with creating art and interest in designing our company’s logo. This experience taught me many components of marketing–logo designs, social media, advertising, budgets… I loved the mixture, and immediately felt like it was meant for me!
A combination of both—whatever trends are occurring! AI is a more unexplored field, so I think we should begin to pour our focus into learning the technology and seeing how we can use it in advertising. There may be some risks when it comes to AI, but I still think we can use it to our advantage. With the incredibly fast access to a great amount of knowledge, we can carefully and responsibly use them for research and training.
I like seeing small business advertisements. Since they’re typically on a smaller budget, they often must be extra creative to get attention in their niche. Seeing more small online businesses experiment with aesthetics, following TikTok trends or monitoring overall market trends is inspiring—and fun to see when it works!
I like to constantly stay busy! Design was part of my education, and it’s also my side gig. I do glass paintings and digital art and produce prints and stickers for various shows and voice actors. A vacation to me is going to a weekend anime convention and networking with voice actors from big shows with artwork of the characters they voice. I sometimes sell my work online, in stores, and at conventions. I also love fashion, reading, and pretending to be a gym rat.
Money. Youth. Room for growth.
HENRYs (High Earners, Not Rich Yet) have all the traits financial advisors drool over except one: A willingness to have their investments managed by a professional.
How do we know? Research shows that while 25% of US households are HENRYs, only 30% of this group has a financial advisor.
HENRY’s skepticism can be difficult to overcome, but their wealth building potential is more than worth it.
At Stealth, we’ve helped financial advisors all over the country make headway with this type of highly-coveted client.
This is what we’ve learned about making HENRYs more receptive to your services.
What do pensions, 7%+ APY savings accounts and CDs with ROI better than inflation have in common?
They’re financial tools older generations enjoyed that are no longer available to HENRYs. For them, their reservations about so-called “traditional” investments are well deserved when they think about retiring or their big picture financial future.
Here’s how to climb their mountain of misgivings: Embrace it.
Make empathy part of your mission statement or value proposition. State definitively you are on their side, ready to help them overcome runaway inflation and the rising cost of just about everything so they can live their best life.
Your validation can go a long way in getting on their side.
For some investors, ROI trumps everything—even if it means investing in… less than wholesome companies.
That’s not the case with HENRYs. In fact, all things being equal, they’d prefer to put their money toward societal good.
of millennials are interested in socially responsible investing
of Gen X-ers believe investment funds should consider sustainability factors
of Gen-Zers believe companies should address social and environmental issues
Announcing your support of investing in companies with high ESG scores or authentic brands committed to doing good globally can add some soul to your professional persona.
When there’s a real market happening (e.g. circuit breakers in March 2020) or an event that might happen (e.g. news of a potential rate hike), people storm the internet in droves to communicate.
You should be there, joining the conversation.
Now, we know your content might need to be approved and that posting unfiltered, heat-of-the-moment commentary might be taken the wrong way.
What you should do is have pre-approved comments, statements or facts to use in reply to ongoing threads or conversations to help build your online persona.
You can also film something in advance and invite viewers or followers to call your office to schedule a 1:1 investing session.
The key here is to make interactions as two-sided, conversational and immediate as often as you can. Case in point: more than 50% of respondents to a recent Financial Planning survey said they would prefer to be texted reminders, as opposed to 35% who prefer to be emailed!
What should you be saying to HENRYs as part of your overall content strategy? Contact us and we can help.
At Stealth, we believe an internship
should be more than JUST an internship.
It should be more than just an educational requirement, more than just “paying your dues.” An internship should be the start of a successful future in the marketing and advertising world for you. And we want to give you that start.
Are you ready?
We’re a growing agency seeking fresh perspectives and hungry minds in the following areas:
If you’re looking for an engaging internship that will help you build your professional and strategic skills in your area of specialty (and beyond), Stealth is your place.
Because this is no blow-off class. Here, you’re going to be put to work. Not only do we benefit as an agency from your help, but this magical thing happens to us when we teach you: we learn too! We understand the future is in your hands—and we want you to learn from the best (that’s us).
Apply for a Stealth Internship today! We look forward to getting to know you.
Meet Lisa Smith, Stealth’s Media Director, pictured here with her family: Colette, Nate and Matt. Let’s see how she answered seven crazy questions! How would you answer them?
At work definitely a planner; outside work more spontaneous.
Carrie Underwood. Our kids could hang out together.
My daughter would probably be mad at me if I didn’t say a priceless tiara.
It’s sturdy. It’s reliable, and it’s a necessary foundation of any project…without it there is no project.
I guess ketchup. You need ketchup at…parties, sporting events, dinners, etc.
I always loved grilled cheese (still do); so the smell of toasted bread.
My father passed away many years ago; so I would love to share a dinner with him and my two children.
Thanks, Lisa! We appreciate you answering our seven off-the-wall questions to get to know you a bit better!
As always stay tuned until the next time we go Off the Radar.
Meet Stealth’s Digital Strategy Director, Charles (aka Charlie) Kolsky. Let’s see how he answered seven more questions that make you think! How would you answer them?
It appears it was ‘today!’
Good health. I have watched loved ones lose their good health, and it has taught me that good health is priceless and cannot be bought at any price.
Fruit. I could eat berries, bananas, grapes, melons at every meal. And, throw in a chocolate chip cookie, and I’m all set!
Those Were the Days by Mary Hopkin. My grandmother bought me the single. It was the first single I ever owned. I think she bought it for me because she liked the song.
I now know one of our key client’s sales and promotion period dates.
My goal is to build out our digital business so when we meet with clients, we’ll start to hear: “Wow, we’d like you to handle our digital marketing.” I am confident we can make that happen for our clients, which will help grow our revenue – and help their marketing and sales efforts as well. On the top of the white board in every one of my offices it always said: Grow revenue – whether that be print or digital.
Thanks, Charlie! We appreciate you answering our crazy questions to get to know you a bit better!
As always stay tuned until the next time we go Off the Radar.
As Stealth’s Administrative Assistant, Rachel Vassalli keeps the wheels on the track and rolling smoothly! Let’s see how she answered these wacky seven questions. And then why not take a shot at answering them yourself!
This is a super hard question! I finally settled on this switching with a host of any of those beach shows like you see on HGTV or the Travel Channel. That would be fun to travel, visit local restaurants or hotels, and get paid to vacation!
I would love to learn a spell that could take something off the page of a magazine, such as an outfit in a fashion magazine, and make it appear in my closet.
Kaskade has a good vibe; it can be more like pop or chill background music. It’s not just electronic; there are some lyrics.
Gardening. There’s a science to it, and it’s nice to have vegetables you know where they came from and be self-sufficient. Or flower gardening. Bouquets of fresh flowers from your backyard – that would be lovely.
Only if I get a piece of the pie if my idea happens. This is a hard one; I feel like there’s an app for everything already
Living on your own! There’s way more you have to take care of: Bills, groceries, laundry, waking up on your own, the list could continue, always having your keys…
What kind of cheese isn’t yours? Nacho cheese! I know it’s a joke, but that was the first thing that came to mind. It really depends on what the topic of conversation is. I think that I have a little something for anything.
So…how did you fair? Would you have answered the same way? Did you find out more about Rachel – and yourself? We, on the social team, always learn much more about our coworkers and ourselves as we set up these seven crazy question posts.
As always stay tuned until the next time we go Off the Radar.
Meet Kirstie Smith, Stealth’s Media Buyer, pictured here with her husband Steve – although Kirstie says he’d probably say he was her ‘handler.’ She graciously agreed to tackle seven intriguing questions to help us get to know her a little better. Would you have answered these questions the same way?
The Mysteries and Wrong Turns of a Dancer Who Never Made it to the Guggenheim: Two Loves Too Far. I think it speaks for itself.
Whatever it is, it’s probably music related. Either my knowledge of a song or love of a band (Fleetwood Mac is my known drug of choice) or my ability to hear a song and immediately identify a movie and scene it can be found in.
I never litter, and I take my cart back! I make my bed as soon as I get up every day. Does that count? (Yes it does, Kirstie! ~Stealth)
I actually did do that. When I was little and first learning how to say my name, apparently I overhead a man on TV talking about a guarantee. My maiden name is Geurin, and so for a long time, I introduced myself as Kirstie Leigh Guarantee. Has a nice ring to it, don’t you think?
I appreciate graciousness, forgiveness and a sense of humor! I enjoy people who are appreciative of and giving to others. Not giving in a sense of: “Here, have this thing,” but more so giving of themselves; their time, their understanding and again their humor. I’m sure I’m not alone in saying narcissism and greed are the personality traits I find most repellent, no matter how far in life those characteristics seem to take some.
I like crunchy peanut butter on my pancakes.
Ah, the music question. First of all, even if it were my favorite song, hearing it every time I walked into a room would soon make it hard to listen to. Honestly, just a nice harpsichord intro please.
And there you have it! Another seven crazy questions answered. Thanks, Kirstie!
As always stay tuned until the next time we go Off the Radar.
We hope you’re enjoying getting to know our new Stealth family in Joplin, MO, as much as we are! This week we asked one of our graphic designers, Brianna Maxwell, to share her answers to these seven wacky questions:
Felicity Smoak from the TV show Arrow. She’s a literal genius with amazing computer and hacking skills, is super sweet and a loyal friend, is really funny and babbles hilarious innuendos, is a very snappy dresser and has an ‘in’ with the Green Arrow!
It depends…I enjoy planning fun things and the anticipation of looking forward to them, but often times things fall into place better when you are spontaneous!
My gramma. (I miss her dearly.)
I am so anti-reality shows; I don’t even know one to pick. Does the Amazing Race count? (Yep, it counts! ~Stealth)
Lilacs, fresh in the springtime with the smell of a little bit of breeze off the lake mixed in.
Changing a really dirty diaper …it makes you appreciate your mom – and all the other great ones you know! Ha!
Oh, by the way, did we mention Bri is also a mom to triplets? Yep! Check them out on their family vacation to Colorado last summer.
Stay tuned until next time when we ask seven other questions to yet another member of the Stealth team.
Our quest to get to know our newest Stealth family members in Joplin, MO, continues with seven questions for Tim Howard, one of our graphic designers. Let’s see how he answers these crazy questions:
Billy the Kid
Sagittarius: I couldn’t even tell you what the characteristics of a Sagittarius are; so we can leave that one up for discussion.
Fainting goats. I’ve never seen one in person, but the videos I’ve seen always make me laugh.
Get on my motorcycle and ride. Even without a destination, the fresh air and open road just relax me.
To grow old (and happy) with my wife.
Brad Paisley. Because then I could ride on the bus with him and Peyton Manning, and write those cool Nationwide Insurance jingles.
My family. Like most people, I want my kids to have “more” than I had growing up. Not necessarily “more” possessions, but more friends, success, happiness and life experiences. I want to be there for them when things are good, but even more so when things are not.
Stay tuned until next time when we quiz yet another member of the Stealth team
Meet Cameo Harrington, one of our Senior Account Executives in Stealth’s Joplin, MO, office. We asked her to answer seven crazy questions completely unrelated to work to get to know her better. Let’s see how she answered.
Jamaica – on a cruise with my sister for my 30th birthday. One of my best travel memories ever!
When people walk up to a cash register while talking on their phone! As someone who has worked retail for way longer than I care to admit, I find it SO rude when someone just ignores the person ringing up their purchase. Put down the phone, be friendly, pay attention to what is going on around you; it will only take a few minutes!
Could I get paid to just play with puppies all day?!? If so, totally that!
If not, I’ve always thought it would be fun to go back to school, and learn to be a hair stylist…it would be a great way to justify my ever-changing hair color!
I’ve lived in Joplin since I was 5 years old. Following the May 22, 2011, tornado that destroyed a large portion of the city, you could drive down familiar streets and not have any idea where you were. I remember sitting at an intersection (that I had driven through almost every day of my driving career) and not being able to tell what street I was on because all the landmarks were gone. It was the strangest combination of feeling familiar…but looking totally wrong.
Be as involved in my nephews’ lives as humanly possible. With no kids of my own, my sister has been very good to let me be a huge part of their lives, and I am forever grateful for that. They are my world!
We took some time out to chat with Jack Eschmann, Account Coordinator extraordinaire, and ask him seven random questions. Let’s see how he answered:
Write more songs, work on my storytelling and spend time with my nocturnal wife.
The peaceful future universe from the end of Bill and Ted’s Excellent Adventure.
Just over a year ago, when posing for engagement photos (key word: posing).
“Do people still do guitar solos?”
This week: Joe Walsh. Next week: Who knows?
How about you? How would you answer those questions?
We took a few minutes from the chaotic schedule Dan O’Saben, our Executive Creative Director, to ask him some of life’s most important questions.