Media Consultancy by Media Experts

Our media consultancy service offers a clear perspective and direction across all media investments.

Within the ever changing marketing landscape it is wise to enlist third party advice on any planned media activities. Be it a basic question about terminology or a critique of a competitor strategy, no project is too big or too small and the expert team at SLiK Media will be delighted to help.

Our consultancy services are always, bespoke, impartial, knowledgeable and confidential - whether it is an agency contract, a media plan sense check, interpretation of buying results, marketplace forecasts or just general reassurance, we have an experienced point of view on it all.

Below you can find a few key areas we can assist with:

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Sponsorship Evaluation

Sponsorship is a powerful and well-loved marketing strategy, with global sponsorship spend exceeding $57 billion in 2015 (Sponsorship.com, 2016). Yet often it is treated differently to other marketing channels and once the fee is agreed then there is little to no sponsorship analysis to see if the targeted opportunities were effective.

With such large sums of money involved then here at SLiK we think that it should be analysed in exactly the same way as the rest of a media plan.

Every sponsorship is unique, so every evaluation that we carry out is just as unique to empower our clients with the information they need to judge real sponsorship value.

We have a range of assessment methods and evaluation tools that provide clear direction and insight into the media performance of the sponsorship including:

  • Suitability
  • Audience Profile
  • Communication
  • Value

Once the value and impact of the sponsorship is understood then the best campaigns can be duplicated, whilst the rest can either be stopped or renegotiated (made easier with our research to back up the renegotiation).

Please contact us to discuss your needs in more detail.

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Training

SLiK are actively involved in many forms of media training.  We run individually customised training courses across the UK for our clients.

Whilst we are always happy to provide advice for our clients, then training internal staff is always a sound investment as it allows mistakes to be spotted quicker and means that agencies can be challenged during discussions rather than waiting for feedback from consultants.

What kind of training can we offer?

Our training covers all aspects of the media industry, including:

  • How individual media is bought and sold.
  • The strengths and weaknesses of each type of media.
  • Industry terminology, helping to make sense of the myriad of acronyms.
  • How to interrogate a media plan to spot mistakes as well as inefficiencies.
  • Negotiation strategies, how to negotiate increased value and better terms for your next campaign.
  • How to effectively brief an agency to save wasted time and conflicted messages.
  • What a performance related fee/incentivised bonus scheme is all about, how to set one up and how to maximise their effectiveness.
  • How to effectively perform a service assessment on your agency.
  • How media agencies work, how they make their money and how to get the best out of the relationship with them.
  • How to run an effective pitch management process should a change of media agency be required in the future.

All of this delivered by media experts with decades of real world planning, buying and auditing experience. Please contact us for to discuss your bespoke media training requirements.

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Performance Related Schemes

The vast majority of advertisers motivate their media agencies with performance related incentives. When done correctly it is a powerful motivator for the agency to deliver the best client value they can for every campaign. If it is done incorrectly though then the rewards might not fairly reflect the effort involved and instead work to demotivate the agency.

That’s why we’re here to help. We have extensive experience with all manner of schemes and we can help to modify an existing scheme, or set one up if there isn’t one in place already.

What do we do?

Starting with the media agency contract we would review any current incentive schemes and reward mechanisms to see what the media agency has been used to. This can be key to creating a new, fairer system as we can get feedback on the areas that were or weren’t working and use that as a framework to build off.

Each of our client’s objectives and needs are different therefore we would sit down to discuss exactly what the campaign objectives were to identify what extra value would provide the most benefit. This allows us to suggest incentive schemes that are wholly reflective of the media strategy/service levels, not just a simple directionless scale.

Once a scheme has been agreed in principal, then it is time to start negotiation with the media agency to get their thoughts on the proposal. When the negotiations have finished and a scheme has been agreed that both sides are happy with then a revised contract can be written and signed off to formalise the deal and everything can start moving forward.

Please contact us for more information on how we can help develop and improve performance related incentive schemes for your business.

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Competitive Analysis

A rigorous analysis of the competition can help to understand where marketing activities sit within the commercial category, and the strengths and weaknesses they have that can be exploited for an advantage. This competitive analysis can be a broad look at the entire marketing landscape, or often it can be beneficial to target just one channel, such as social media, allowing insights to be gleaned and changes to be made quickly as part of an iterative process of improvement.

A media agency, as part of its service to a client, should provide some sort of competitive expenditure and activity analysis. Unfortunately we often find that this form of agency analysis lacks the critical insights needed to drive meaningful change.

Our services are centred around our clients and the sectors in which they operate. We pride ourselves on our understanding of their competitive pressures and assist them by using the most accurate and reliable research/systems to gain insight that can add real value to their campaign planning. All of our services are bespoke so we can provide just the right amount of assistance as needed with this process.

Please feel free to contact us and we can start to discuss the kind of analysis that you need to gain additional traction in your market.

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Pitch Management

Appointing or changing a media agency requires a pitch management process which can be a long and complex affair.

Here at SLiK Media we have assisted with a wide range of agency pitches - from large multi-divisional advertisers to smaller investors. As a result of this we have learned that every pitch is different and requires a bespoke plan in order to get the optimum result.

We can provide assistance at all stages of the pitch process including:

Pre-planning

Before the process even starts we can help to clarify exactly what is needed from the pitch process, and from the ideal agency. This should then be captured in a concise and clear brief which informs the candidates exactly what they are pitching for and what is expected of them during the process.

Once that is complete then a decision needs to be made of who to invite to pitch. We have extensive experience with different media agencies and are happy to make recommendations based on the current media preferences, budget and geographical considerations. Once some options have been chosen we can do some background research to identify strengths, weaknesses and potential conflicts of interest which will help to streamline the process avoiding wasted time on both sides of the process.

Pitch management

Once the pitch process is underway we can attend and help to interrogate the proposals put forward looking for areas that lack clarity, or areas that based on our experience seem like they would be hard to deliver on. After every agency has pitched we can provide analysis for each proposal on their media plan vs their service levels, assisting to shortlist the strongest candidates, identify key concerns that might need additional clarification, and finally make a recommendation for the successful agency.

Finalising

Unfortunately even after that lengthy process then once an agency has been chosen the process is still not finished until everything is formalised, agreed and signed. We can assist in negotiating the terms with the agency, and assist with formulating a robust and fair contract that makes sure both sides get the assurances they need.

What now?

We offer a tailored pitch management service that gives you only as much assistance as you require. From agency selection to simply crunching numbers in the background, please contact us and let’s have a discussion about how we can help you get the best out of the process.

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Planning

With experience comes insight and with insight fewer poor decisions are made. SLiK are firm believers in the adage that prevention is better than cure.

The media plan is at the heart of all your marketing and getting it right can make or break the success of a campaign. An agency should provide a plan that fits the specific needs of the campaign, and a strategy that maximises the chance of success. The problem is that the agency may be less impartial than they should be due to obligations to media owners, existing value pots, or they may wish to use the media budget to experiment with emerging technologies or companies.

We are impartial and work with many client companies to ensure the media plans they are signing off sit comfortably with their campaign objectives, the strategy and the brief. Our extensive experience allows us to pinpoint potential bottlenecks or wasted budget quickly, saving time and money, and our knowledge of the media market allows us to make suggestions about where the budget would be better utilised.

If any changes are needed then we are happy to help negotiate with the media agency on your behalf to get the plans ratified and answer any queries and concerns that they might have regarding the changes.

Please contact us to find out exactly how our media planning consultancy can provide the optimum solution for your communication needs.

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Market Forecasts

Here at SLiK Media we can provide a rigorous media market forecast service to help with budget planning. The current budget might be enough to cover all of the planned marketing campaigns, but how about in the future? What price hikes might be coming so the budget is suddenly left short?

The media market is constantly in flux, with ever-changing consumer habits driving growth in new areas such as virtual reality and eSports, and causing a decline in areas such as traditional press. All of this follows the law of supply and demand and means that the cost of that media will be evolving as the demand changes.

As an advertiser, your agency will provide you with their forecasts for market price changes. Experience has taught us that these predictions can be overly optimistic, which is not surprising given that large amounts of agency income is based on commission.

We work with all major media owners and agency networks to develop a set of totally impartial media rate forecasts based on macro (economic) factors, micro (weather/events) factors and insight from our own client information.

Please contact us for more information.

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