“Let’s start at the very beginning – a very good place to start.”
That might be good advice for the von Trapp family singers in the “Sound of Music,” but it’s pretty bad advice when you are planning a media strategy. In fact, if you want your media plan to be a success (and who doesn’t?), you need to start at the end — what is your goal?
Modern media truly has something for everyone, and a strategic media plan will take advantage of the strengths of each media from social to magazine to terrestrial radio to native. But all that thoughtful planning is wasted if it doesn’t achieve the actual goal of the campaign. It might be a solid plan delivering a lot of eyeballs or making the phone ring or pushing traffic to your website, but if what you really wanted was to have people attend your open house, then it’s not actually a great plan at all. In fact, it is a failure.
The first step of any strategic media planning process should be determining the goal; what is this placement supposed to do? Why is your business willing to spend money on paid media? What result will mean those dollars were well spent?
Once you know that, you will be able to create a media plan destined for success!
BY CAROL KRUGER, SENIOR VICE PRESIDENT
On February 1, we celebrated our 90th birthday! It is doubtful Wendt’s founders could have predicted the direction the company was going to take over the next nine decades when the company was established in 1929. Wendt has gone from a two-person agency to our current 14-member staff. We have accommodated and endured both poor economic conditions and abundance. In all of it, the creativity and ingenuity of Wendt have stood the test of time.
We celebrated the occasion with cake, Wendt bingo, advertising history trivia, and charades. On Friday, February 1, we found ourselves on the front cover of the Great Falls Tribune honoring our 90-year milestone. When we look back at our founders and leaders through the years, it is easy for us to recall their great achievements, and we appreciate the Tribune sharing in the grandeur of this milestone. The congratulatory messages and well-wishes from our community due to the recognition reaffirmed our meaning of community. Thank you to all our friends and partners.
One of the best parts of working with others is sharing pieces of our lives with each other outside of work. It is a reminder of how alike we are, and that we each have stories that have shaped us into the people we are today. Here at Wendt, we create opportunities to share our stories with each other so that we can connect beyond the workplace. We encourage you to take time before your holiday break to connect with your co-workers, maybe over a cup of hot chocolate or tea, eating cookies. Ask them what their favorite holiday memories are when they were growing up and what they do to enjoy the season today. In the spirit of sharing, here is how our Wendt team answered this question.
What is your favorite holiday
tradition from your youth?
Christmas is the most wonderful time of year. It’s the only time of year when you can wear ugly sweaters, enjoy copious amounts of sweets, and sing out loud to your favorite Christmas tunes. So this holiday season, enjoy all those little things that make this the most wonderful time of year.
Wishing everyone a very Merry Christmas!
-The Wendt Agency
With Thanksgiving in the rearview mirror and Christmas on the horizon, gratefulness and giving back are on a lot of people’s minds. The benefits of generosity on individuals are well known, but not everyone is aware that the same is true for organizations. Participating in the community and contributing to local causes is not only rewarding to individuals, but can also lead to company growth and success.
While the importance of involvement and altruism are widely acclaimed, the benefits often seem abstract or intangible. However, there are numerous payoffs beyond the obvious tax breaks. These include:
- Brand awareness and visibility
- Positively shape attitudes and reputation
- Customer loyalty
- Relationship building and networking
- Employee morale and career fulfillment
By being active in your town and with local nonprofits, your business becomes linked with various public projects and campaigns, which creates brand awareness. Acknowledgements of your contribution such as a logo on a brochure, a thank you from a speaker at an event, a link on a website, or a name mention in a radio spot gets your brand out there. In addition, community and charity-related posts on social media often have high levels of engagement, including shares, and have been shown to drive web traffic and sales.
All of this will lead to positive associations with your company, which influence public opinion. This helps to build a strong reputation.
When your reputation demonstrates your commitment to your community, your potential customers will take notice. Social responsibility is becoming increasingly important to consumers, especially younger generations. Not only do they engage more with brands that reflect their values, but they use their purchasing power to show their support, which translates into sales and your bottom-line.
Giving back also opens doors to connect with other businesses, community leaders, and clients in your industry and area. This network can increase your community impact as well as provide new business opportunities.
Like customers, employees also care about the neighborhood they live in. A workplace that actively encourages volunteerism and community commitment can attract new talent. Providing opportunities where workers feel like they are able to make a positive difference gives them a sense of accomplishment, which helps with employee satisfaction and retention.
So, during this busy holiday season remember connecting to your community and supporting local causes is more than just a nice sentiment. It’s a tangible way to support the people who support you. It benefits you, your employees, and your brand. Plus, it does give you that warm fuzzy feeling.
Every company has a great celebration. Some have their summer picnic; maybe a catered night out at a baseball game. For others, their biggest celebration is the Christmas gift or cookie exchange. At Wendt, we are all about Halloween. Starting a month prior to the largest party of the year, we pull out all the stops. We even have a Halloween Party Planning Committee.
What happens when you put a group of creative brains in the room – each with their own quirks and eccentricities? Innovation! This is great during the year when we are working on campaigns and need to design the next beautiful website, magazine advertisement, or PR push. When it comes to Halloween, though, it means fierce competition. The winner of our annual costume contest walks away with a day off with pay! A day of paid time off brings out everyone’s best ideas.
Take a look back at some of our favorite costumes over the years. Check our Facebook on October 31 to see what shenanigans we have gotten ourselves into this year!