Media habits are constantly evolving.  There are millions of media choices and consumers simultaneously interact with multiple screens and mediums. As we enter into the New Year, let us help you navigate the ever-changing media landscape and determine how to reach your target audience with the right message on the right platform.

I’m sure some of our long-standing clients think I sound like a broken record. Every year we encourage them to let us develop a strategy and place an annual media schedule so they can reap the following benefits:

Negotiate and lock in lower rates. It’s kind of like seats on an airplane. Yes, we can get you on a plane to Detroit tomorrow morning, but it’s going to cost you. Let us lock in spots early and negotiate the lowest rate.

Added-value. Committing to a spending level upfront will garner more added-value in the form of bonus spots, sponsorships, additional impressions, etc.

Protection against pre-emption. It’s an election year. When the politicians start pumping money into the market, the stations must bump out other advertisers to make room. The clients that placed an annual plan are the last to be bumped. That means your spot will run and the guy who placed his schedule two weeks ago will be pre-empted instead.

A comprehensive plan. A comprehensive plan is the most effective way to develop your brand and get customers through your door. Planning allows us to better coordinate traditional and digital media with a social media strategy, promotional offers and creative content.

It’s cancellable and flexible. In most cases, we can cancel your media with two week’s notice. Want to be on television next week instead of this week? No problem.

And don’t worry, we don’t lay in your media schedule, then just kick back and relax. Every day we monitor, optimize, track and freshen your media to maximize results.  We’ll shuffle some dollars if a hot new cable show or an emerging medium is right for you. If one online offer is outperforming another, we’ll adjust. We rely on the latest research, ratings information and tracking mechanisms to make this happen.

So when you are making resolutions for 2012, consider throwing an annual, comprehensive marketing plan into the mix. You’ll be glad you did.

We love this time of year, not only for the joy of the holidays but also for the opportunity to work with our clients on preparing strategies for the next 12 months. And as a results-driven agency, a solid marketing strategy is like that perfectly wrapped gift sitting under the tree.

To ensure you have that perfectly wrapped “marketing plan” sitting under the tree this year, here are some things you should consider:

Look back at the past year. Determine the successes and non-successes (we don’t like the word failures) of your marketing plan. Are there objectives you’d like to replicate? Any that didn’t quite hit the mark, but will work with some tweaking?

Do your research. Look at what your competitors have done and what they are doing. Study your target market – has it changed? Should it change? Are there new trends in your market? Study new communication trends.

Determine your goals and objectives for the next year. Have they changed from years past? Are there new goals based on market change? How are they measured? How is each objective implemented?

Last but definitely not least: Implement your plan and stick to it. From time to time you’ll need to review the progress of the plan, but make sure you give the plan enough time to work.

Wishing you a very merry holiday season!

For the fifth year in a row, we worked with the OCVB to develop a marketing strategy to position Omaha as a tourism destination. The 13-week campaign included television, radio, print and online marketing in Kansas City and Des Moines – targeting women traveling with their families, their girlfriends and/or their spouse. The campaign was measured by website traffic and the number of visitors to Omaha from each target market.

The 2010 campaign was a big success! The OCVB exceeded their online goal by 30% and their visitor’s goal by 5%.

While we aren’t in the advertising business to win awards, it is nice to have our work recognized by our peers.

We love Omaha!

2. A logo must be memorable
Following closely behind the principle of simplicity, is that of memorability. An effective logo design should be memorable and this is achieved by having a simple, yet, appropriate logo.

3. A logo must be timeless
An effective logo should be timeless – that is, it will stand the test of time. Will the logo still be effective in 10, 20, 50 years?

4. A logo must be versatile
An effective logo should be able to work across a variety of mediums and applications. For this reason a logo should be designed in vector format, to ensure that it can be scaled to any size. The logo must work in just one colour too.

5. A logo must be appropriate
How you position the logo should be appropriate for its intended purpose. For example, if you are designing a a logo for children’s toys store, it would be appropriate to use a childish font & color scheme. This would not be so appropriate for a law firm.

This holds true in business, no matter the industry. The most seasoned “traveler” knows it is best practice to have a clear map for their company and directions on how to get there. But one thing is certain – every trip has its obstacles along the way: a few potholes, too many rest stops, out of fuel, detours, etc. Many times you will reach your final stop safe and sound. A few bumps and scrapes along the way. But at some point, after missing a blind turn, you may find yourself lost in the woods.

That’s when you turn to your navigation tools to help you get back on track. Financial wizards. PR/HR Consultants. Marketing experts. People with a magnetic North. An internal compass if you will. Find a guide who can best read a map and maneuver you through the terrain to best help you reach your destination.

Don’t get distressed and discouraged by the journey. And should you find yourself unsure of your direction or just plain lost… Just grab your compass and get out your map.