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Use Your Best Discretion – Buys Built to Build Your Brand

by Darron McKnight | May 23rd, 2016

poker-game-264599_1280Your cj Media team takes a lot of pride in building schedules that make your phone ring. Our Direct Response (DR) buys have been proven to generate calls for our clients. Your phone has been ringing off the hook for a while. You own daytime TV, but want to continue to increase your share of voice. So what’s the next step?

First, let me emphasize that we have to have your DR schedules maximized before we move on. This is your bread and butter. Efficiency is the name of the game and daytime broadcast TV is the trump card. If you’re phone is ringing, that means we have put your message in front of people who needed your services. Once you have a strong hold on daytime TV in your market, we can focus on building your brand.

My Phone is Ringing…Now What?

Now it’s time to put your message– what you do, who you are, and what you’re about–in front of the rest of your market. Program areas that do not perform as well in a DR capacity can work wonders for building brands.

Our preferred next step is to add an AM News schedule. AM News schedules typically run from 5a-9a*. Programming includes locally produced news shows, but can also include Good Morning America, the Today Show, or This Morning.

After AM News, we can look at dayparts that are after office hours. Prime Access (6p-8p*), Prime (7p-11p*), and Late News (10p-1130p*) are seen as premium time periods and are typically priced as such, so we do not include them in DR buys. However, shows that run in these dayparts are seen by people who may not otherwise see your spots which make them great areas to use to get your brand out to the masses.

Angel told you in 2012 that cable was not a good choice for DR. True, it’s still awful for DR, but as Laura explained last December, cable can be a great way to build your brand. As with everything in media, it’s all about using the right medium at the right time with the right message.

Are There Other Options?

Once you’re ready for a discretionary schedule, we have plenty of options to choose from. In addition to running on cable or running in the dayparts I listed above, we can blast your spots on Thursday/Friday, run a schedule of only :10s, run a separate daytime schedule with branding spots (like a not-to-be named insurance gecko), or look at station-sponsored packages.

Think of your media like an ice cream sundae. First, we focus on building your calls, the ice cream, through using efficient, analyzed daytime TV schedules. Your Brand would then be all the fixin’s. Once you have a few hefty scoops of calls-err ice cream in your bowl, we can add a sprinkle of AM News, some nuts from cable, and maybe even a Prime cherry on top. Hungry? Contact Laura Hudson for more information.

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*daypart times depend on time zone and programming