Guide to Buying Media Advertising

A media plan is essential for promoting a fine arts organization. Even with a very limited budget, it is possible to inform the organization's audience about performances and events.

»A smart media buy brings results that more than pay for it. »Your media plan should be based on your organization's objectives. » When buying media, it's smart to work as far in advance as possible.

Where to Begin?
Create a media plan based on specific objectives. Example: Increase ticket purchases for a particular event by African-American women by 25%.

The plan should include placement designed to reach that audience with your message several times during a critical decision-making period.

Know and understand your target audience
Media is bought based on the characteristics of the target audience:

The TV audience watching morning news shows may be different from those watching reality shows. The radio listeners of oldies stations are different from the country station listeners.

Your current audience helps build a profile of the target audience. By assessing the current audience, you're not starting from scratch to determine the target audience. Audience surveys and information gathered on the phone during ticketing are good ways to develop a target audience. Some questions to ask: Where did they hear about your offering?
Where do they typically look for or hear about entertainment options?

Develop creative ways to approach the marketplace. For example, if your target audience frequents certain restaurants regularly, develop a promotion with the restaurant; advertise in a newspaper's food section; initiate a mailing to a wine club.

Reach the Target Audience

»	How will you deliver your message?
»	Retain current subscribers
»	Attract new audiences

Mailings of subscription brochures is the #1 form of media by arts groups. It seems to work for generating subscriptions and retaining members and sometimes helps in attracting a new audience. However, groups rely too much on direct mail to the exclusion of other media, particularly if old lists or swapped lists are used. An organization needs to open the audience universe to attract new people.

Media Mix
Don't rely on just one medium to carry the message. People need to see/hear the message several times. Target audience and budget are the most important factors.

Repetition and consistency are keys. Deliver the message through several forms of media. Don't include a medium just because it's cheap. A bargain can actually cost more per sale than a higher-priced, more effective medium.

How to Compare Media

»	Data from your own audience tracking: Which media generated the most inquiries?
»	Analyze the cost per inquiry to determine which media produced the most for the least money.

Stretch Your Budget

»	Ticket giveaways.
»	Co-promotions with media; radio is especially good for this.
»	Negotiate rates and schedule for placement.
»	Beware of "deals."

Avoid Common Mistakes with Paid Media

»	Don't dribble. Pulse your advertising in short, intense bursts when it counts the most. Don't spread over too much media or too much time.
»	Don't target "everyone." If you're not specific about the target audience, you will fail to generate sufficient return from any segment.
»	Don't respond to "deals." If it sounds too good to be true, it probably is.
»	Don't be cheap. A cheap media buy is more expensive if it fails to deliver inquiries. Paying more may get you more in return.
»	Don't track too broad an area or fail to track. Then you can't tell what's working and what's not.

Get Help

»	Buying media is a complicated and technical job. Everyone thinks they're an expert because they watch, listen, read.
»	May be worthwhile to get help with this task. Business Volunteers for the Arts organization can assist.
»	Ad agencies will help nonprofit organizations plan and place media for a small fee or pro bono.

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