News from Tonic

News from Tonic

Company, News from Tonic

Reasons to use a media buying Agency/Consultancy like Tonic.

Paid media is used as a key marketing channel by many companies who understand the huge ROI it can provide (when done correctly, of course!) There are so many benefits of media from the opportunity to target the right audience at the right time in the right place to the endless ways to deliver your key marketing messages. We appreciate that clients have and can go direct and straight to the suppliers to manage their media buying in-house – and the questions we often get asked from new clients are about the benefits of using a media agency like Tonic. Hopefully, this blog will explain to clients new (and maybe remind the existing ones) a few of the reasons why it pays off to use a media buying agency or consultant.

Some of the common reasons that companies are reluctant at the start are usually down to the following:

  • The belief is that by controlling things in-house – campaigns will be more streamlined.
  • The belief is that they will get a better deal going directly to the source rather than use a media buying agency/consultant. 
  • They are not really sure what a media planner & buyer actually does and how they can help.

The honest truth is there are huge benefits to working with a media buying agency & consultancy like Tonic. You may be thinking, well of course we would say that – but keep reading to really understand why. 

We deal with all media relations on your behalf

This alone can save you hours! How many calls/emails a day do you get from sales staff/suppliers wanting your whole budget, trying to sell you something that may actually not fit with your overall marketing plan and strategy and only covers one area of the media mix? Admittedly, some of the direct sales staff are great salespeople – and the deals they have can seem enticing.  But it’s worth remembering that all direct salespeople have targets to hit each month. At Tonic we are not governed by targets or sales figures, we work with what works for our clients to achieve the right results. We provide an honest and independent approach to not only one part of your marketing – but the whole mix. . As a business owner, shareholder, or marketing lead you have far more important things to do during your day than to deal with media sales calls, negotiation, media/market research, planning, buying, as well as measuring effectiveness and reporting. Working with us will free up your time so you can focus on the high priority tasks, allowing you to see the bigger picture, scale your business and increase your revenue.

No direct cost to you for using our services

This is something most people are shocked by! We are compensated directly by the media suppliers we work with. We do not charge service or retainer fees for our media buying or tie our clients into long term contracts. We regularly work on a project by project basis as we are confident that you will be happy with our services and want to use us again – after all, we are only as good as our last campaign. We are here to make life easier, save money, provide unbiased advice and provide greater ROI for our clients.

Negotiation skills

As a media buying agency we deal with media sales representatives daily and for numerous clients, so we generally have greater buying power and discounts only available to us that your company won’t be able to benefit from by going direct. As an agency, we can leverage the collective budgets of all of our clients to benefit each individual client. This buying power can help your campaigns have better cost and ad positioning. Any savings we make, we can pass on to our clients.

Experience 

We have established long-standing relationships with different media suppliers and can work this influence on your behalf. As professional media planners and buyers, we understand the market, pricing, and cost per impression. We can recognise what is ‘really a great deal and what is actually just ‘overpriced’. We can also monitor voidage deals or keep an eye on the market for some last-minute bargains. We have worked on the supplier and client-side so know a thing or two about how to buy smarter. 

We understand how to track our campaigns

Many mediums offer a guaranteed cost per thousand impressions, reach or impacts. We know how to track these and further negotiate additional ads or added value benefits through filler spots, additional impressions and also overshow where possible. We work and speak with suppliers on a daily basis and love a spreadsheet as well as quantifying your campaign through post-campaign analysis. 

Unbiased Perspective

We can offer a fresh and unbiased perspective for your marketing objectives. We have absolutely no bias towards one medium or another, which allows us to offer advice based solely on your marketing objectives and what is truly best for your business. Being constantly in the market and being updated across all supplier products and services means a greater understanding of the media landscape.

We have access to specialist tools and data and we love to crunch the numbers 

One of the biggest weaknesses with in-house media buying is usually on the planning side. In-house buyers can lack the tools necessary to identify and engage key audiences at scale. 

Working with us will allow you to leverage our advanced tools and systems. Meaning your media buys will be methodically and insightfully planned to help you reduce ad wastage and improve response.

So why is Tonic different from any other media buying agency/Consultancy? 

We work across all areas of Marketing 

We pride ourselves on working with the best team and being able to offer you online and offline solutions. We bring in the right partners to deliver across the full media mix and can integrate and speak to/work with your existing agencies/teams to ensure that all channels speak to each other and maximise any revenue spent. 

Our overheads are low

Our business model is a slightly different approach – we are a collaborative of media experts. Most of our team work remotely meaning that we don’t have massive overheads or offices filled with beanbags, pool tables and bars! It simply means that you get our experience and time and don’t have to pay a fee on top to compensate for our expenses. 

We are passionate and provide the best customer experience 

We literally love what we do and our clients describe us as ‘an extension of their team’. We always go the extra mile and our USP is the service that we provide. 

If we can help you with any of your media buying or planning, please don’t hesitate to get in touch. We would love to help, and of course, show the value in using our expert services. If you have any questions when it comes to partnering with a media agency like Tonic, we would love to hear from you!

News from Tonic, Out of home, Recent projects

Recent Projects…

We ended 2020 and started 2021 with an out of home campaign for Healthier Lancashire and South Cumbria’s suicide prevention. The “Let’s keep talking” creative was displayed on billboards, bus shelters, and phone kiosks throughout December and January driving maximum impact in local areas at a time when people were struggling in silence. Through the campaign – Healthier Lancashire and South Cumbria encouraged people to discuss the challenging issues they are faced due to the lockdown.

The campaign has been shortlisted for a prestigious award at this year’s NHS in the North Excellence in Supply Awards. These awards celebrate inspirational examples of businesses, third sector organisations and the NHS working together to improve patient care and support health and care staff during COVID-19.

The background to the campaign was the huge risks associated with Isolation and lockdown and the effect that this could have on vulnerable people. Through insight gathered, the campaign was quickly mobilised to reach out and share support to those most at risk groups, through (amongst other formats) – a targeted digital and out of home campaign.

Hot spots were prioritised for a complete marketing and engagement programme and a strong relevant creative was developed. Through the delivery channels a narrative was adapted across the region dependent on the audience demographic and within specific locations.

The out of home campaign was planned strategically by cross referencing priority areas with audience data as well as utilising budgets effectively to deliver maximum exposure. The phone kiosk format fit effortlessly with the ‘let’s keep talking’ creative and provided large audiences across prime locations. We peppered the campaign with high impact 48 sheets on commuter routes, as well as a host of 6 sheets to repeat the message in similar locations. The overall out of home campaign delivered close to 4 million impacts across 8 weeks.

The impact in specific areas has resulted in a huge awareness of the support available for those who are vulnerable during this period and therefore has a huge impact on the health system, specifically in the management of the number of suicides in Lancashire and South Cumbria. The campaign will continue to progress and support people and services across the region with more stages of the campaign as we start to open from lockdown measures and risks are further identified due to other reasons (furlough ending, meaning redundancy etc).

News from Tonic

Storytelling – and the story of Tonic Consultancy

Humans are intrinsic story-tellers; it’s how we learn, how we communicate, how we connect. We have been telling stories since we evolved; stories to share, stories to document our history, stories to inspire. 

Storytelling is an essential part of any good marketing campaign. But you’re not just interested in any old story. A good story needs to be authentic. Your audience needs to feel the emotional connection, to understand the purpose – they don’t just want to be sold to. 

If you want to build your business, you will need to learn how to craft a compelling story that your audience can relate to. You need to know your message, your story plot; you need to know how you want your reader to feel. You need to be creative, emotive, concise and clear – you need a story with purpose. 

Let Lisa Byrne, our founder, tell you the story of how Tonic Consultancy began. 

“17 years ago, I sat next to a guy on a plane. I was studying at Leeds University at the time and, after a brief conversation, I discovered he was the sales director for a large radio station.

Without hesitation, I offered to work for him over the summer for free – something I would obviously never recommend anyone to do in 2020! But I turned up every day for six weeks; throwing myself into the company and into every single task. I had absolutely no expectations, I just loved working with people. Building great relationships with every member of the team and helping them in any way that I could. 

When I graduated, that same man had worked his way up into a role at a new company and offered me my first paid job as a media planner for one of the largest UK radio stations. A job that I almost certainly wouldn’t have got without that initial chance encounter. 

That first job was a springboard to a role in one of the UK’s largest radio groups and then, from there, I joined one of the leading out of home advertising companies. I loved all of my jobs. I loved working with people – colleagues and clients – using the skills and connections I had made on the way to do one thing: help them. 

Tonic Consultancy was founded shortly after the birth of my second child. It happened very organically – and quickly! – people I had worked with over the years began reaching out to me, asking for help. I knew I had the skills and the connections to make it work so I did it. I helped them, just as that man on the plane had helped me. 

Tonic Consultancy has grown from those early days. Our team has grown. Our offering has grown. We are a full-service marketing agency. We are a business that combines expertise and industry knowledge with a desire to deliver outstanding client service. 

So I guess the moral of the story is: seize every opportunity. That chance encounter on the plane set me on a career path that led to Tonic Consultancy. And don’t forget to help people.”

If you need help writing a story with a purpose, then get in touch. <Add link to contact page>