Media Planning
Newspapers, magazines, inserts, door drops, radio, television and digital.
In media planning we specialise in helping clients reach the over 50 market. With 85% of the UK’s wealth held with the over 50’s you possibly agree that this is good area to target. It is only by fully understanding this market and understanding the client’s needs that we can plan successfully in a cost-effective way. Too often in the advertising profession the focus is on the younger market and knowledge of the mature market is limited and given less priority. Quite frankly, clients targeting the latter deserve better and indeed our philosophy is that it is better to specialise than being a 'jack of all trade's, master of none'.
The mere facts that we do not focus on the younger market means that we can concentrate on the things that work for you. We also appreciate that the targeting of a 50 year old is very different to the targeting of a 70 year old so both offline and on line channels will vary.
We offer advertising planning and insight expertise in areas such as magazines, newspapers (national and regional), inserts, third party mailings and doordrops which are the main stay of our market. As we specialise in this market, we know of titles that other agencies are simply not be aware of. There are hidden home mailed membership magazines targeting our market that are not on the radar because they are not signed up to research data such as NRS and TGI. It’s just a case of knowing and that's where Fifty Plus Media comes in. In the area of print we also benefit from having relationships with journalists that give us free editorial leading to added value.
These channels can be complemented by online - email newsletters and competitions. If ad spend is significant enough we offer advice on TV and radio as we have many years of experience working in this field and have contacts and ex colleagues now in senior positions. As specialists we also have long standing relationships with GP surgeries and various health related titles.
In planning, we like to know everything about your company. We look at the products, prices, sales conversions, new customers and past customers evaluating median ages and geographic catchment fits. We also look at your advertising history seeing what has worked and what hasn’t. All these factors can dramatically change the schedule that we propose and the advice that we give.