A Team of Veteran Buyers

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.)

Our One-of-a-Kind Tool

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.

What the Media say about Us.

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 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.

Analytics

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:

• Better Pricing — Enjoy easy access to the data you need to price media more effectively.
• Better Planning — Zero in on media that best reaches your target.
• Better Tracking — Quickly calculate response rates by media, and determine if the media or the promotion is losing effectiveness.
• Ratings Expertise — Because of our innovative use of Nielsen Data for DRTV, Nielsen has awarded us status as a third-party developer.

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.

Tracking

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.

We Keep You Informed

As standard practice, we provide the following reports and analyses:

• Daily: Estimated top-line performance by network; spend, all response metrics, offer performance, estimated ratings & impressions
• Weekly: Complete campaign presentation and analysis; in addition to the above, we provide goal vs. actual pacing, day-part performance, and media optimization
• Quarterly: In-depth analysis of all campaign components, findings & implications, along with forward recommendations

We develop creative that works

In developing creative, we follow a set of guidelines that have led us to success, time and time again:

• Don’t waste time; ask for the response. Brands are built on the experiences consumers have with your brand, and there is no better way to build a brand than by getting a sale, and then delivering on expectations
• Never sacrifice brand for response, or response for creative
• Clarity is as important as creativity
• All creative must target, qualify, and convert
• Effective creative is transferable across media
• When developing direct response creative, ask: What’s the news? What’s most unique? What does your target most want and need? Then, clearly and powerfully, direct them to make the desired response.