Our robust media capabilities are supported by a research and analytics tool chest. When you combine tools that deliver results quickly and easily with a culture built around the daily discipline of understanding performance and clearance, you have the fundamentals to build successful DRTV programs.
Strategic Media Planning Process Chart from Capabilities Deck
With over 120 campaigns in market at any one time, and tens of millions of dollars in media placed monthly, our team continually takes the pulse of the marketplace. We’re seeking smart buying opportunities hour after hour. Plus, with $450 million in annual billings, we bring considerable clout and influence to bear on each and every buy.
We are 20+ media negotiators with decades of broadcast buying experience across all platforms: National Cable, Syndication, Local Spot, Network, and Satellite. We never overpay for media. Never. We’re fluent in both pure acquisition-based DRTV campaigns and hybrid awareness buying. We adhere to our benchmark CPM and CPPs to make certain any media purchased falls within our proven efficiency “threshold” and, ultimately, to ensure campaign goals are met (GRPs, Clearance, CPC, CPL, ROI.)
MediaPro™, our proprietary media planning, buying and analysis system, provides unparalleled precision, flexibility and insight. It’s the only single system solution that we know of that provides integrated media attribution reporting for integrated direct marketing, brand and retail support campaigns. Within MediaPro™ is our continuously updated Nielsen module. Open access to Nielsen data allows us to develop proprietary ways to use this critical source of media measurement for direct marketing, competitive analysis, retail support and integrated marketing attribution. Other agencies receive Nielsen through closed systems like Donovan and CORE.
A&E Networks: “Tough, tough, tough. Strict, smart, effective.”
Twentieth Century TV: “Their honesty and integrity are unmatched. Their quick turnaround enables Lockard & Wechsler to obtain the best inventory at the best rates.”
Viacom: “Lockard & Wechsler is always the first group we call with opportunistic rates because of their fast turnaround, their ability to make decisions quickly, and the long-term relationship we share with them.”
CBS Paramount: “We have come to use L&W as a verb. ‘Can you L&W down those rates?’“
Mediacast: “Lockard & Wechsler’s strong knowledge of the market and their effective use of client funds always enables them to get the best deals for their clients.”
Our commitment to research, data and analysis includes more than $1M a year in syndicated research and systems development. That, and our more than a quarter century of experience, drives every strategy we develop and decision we make.
Our Consumer Insights/Research Group has an impact on all aspects of a campaign’s lifecycle, from plan development to post analysis.
Utilizing Simmons and MRI data for plan development, we begin by building a profile to determine target-audience demographics for a product. TNS and Competitrack offer us a view into the competitive world of any product that airs over any medium. comScore provides us with an inside look at the world of the Web. SQAD aids us in identifying industry pricing for all 210 DMAs across the country. And Nielsen breaks down the audience composition of any program airing on Cable, Network or Syndication.
Our analytics team pours over our proprietary historical data, finding response trends and CPM thresholds that aid the account managers in managing each and every campaign. We also provide each client with a post analysis that includes performance against all metrics, as well as retail impact and share of voice.
Our proprietary analytics system, MediaPro™, is fully customizable and can accommodate nearly all data and reporting needs.
MediaPro™ has been mission-critical and in continuous development over the past 15 years. It’s a time-tested tool that simply works. With MediaPro™ planning, buying, and tracking technology, we can dynamically track, analyze, and maximize every last penny of your advertising dollars.
As the industry’s first integrated solution for DR media, which includes our custom Nielsen Data Module, MediaPro™ brings you:
Nielsen is typically a post-measurement tool for general advertisers. As a third-party Nielsen developer, Lockard & Wechsler Direct has developed a proprietary module that turns Nielsen data into a powerful, strategic knowledge base for DRTV planning, buying, pricing, and posting.
Because of it, we are able to identify the maximum audience delivery within all day parts, which results in the most targeted and responsive DRTV campaign.
With our proprietary Smart Match™ tracking system, we can measure Web traffic as it relates to DRTV activity. We evaluate all un-sourced, unique, visitor data from the home page, and from both branded and organic searches.
As standard practice, we provide the following reports and analyses:
The Creative Department is populated by seasoned professionals who have created and produced successful B2C and B2B direct-response campaigns across all media.
In developing creative, we follow a set of guidelines that have led us to success, time and time again: