“Inside Look” with Mary Barker

Mary Barker
Owner at MB Marketing


What services does your company provide?

Media Buying and Planning

About MB Marketing:

Agency out of Colorado Springs offering Media Planning and buying


The Biggest change in marketing that I see coming in the next 5 years is?

The continuing increase in media options for consumers. I think keeping up with the many different platforms may be challenging, but understanding who is using each platform may result in opportunities to fine tune our targeting even more.


What percent of your advertising service offerings does media buying make up?

75%


What makes your company unique?

I have worked both internal for clients as well as on the agency side and have experience with a wide variety of industries. I also have experience planning and buying in many markets.


What was the biggest obstacle you had to overcome in your business?

Getting clients to slow down and fully prepare and research prior to the start/planning of campaigns. We move really fast, but there is a huge benefit to putting the work in on the front end so that every marketing dollar is spent in the most efficient way possible.


What is a media buyer/ media planner?

Essentially just someone who you can talk to about your goals for advertising and who can talk to you about how to best spend your budget efficiently to help meet those goals.

What is the biggest change that you’ve seen when it comes to traditional advertising over the last five years?

I feel like there’s more and more of a drive to be really accountable for every single dollar that’s spent and have a good way to show results of that. I think for certain clients that can be easier than with others. For example, in retail it might just be a certain amount of sales or a certain number of people in the door, but there are other clients where maybe you’re trying to influence an opinion on people. I still think we can measure but it might take something such as serving or focus groups to talk to people about whether or not that advertisement was effective.

So what are some of the tools that you used in your career to help you buy plan traffic analyze and report on media.

I have used Strata since I started about eight years ago. That’s been my primary tool for sure. They have so many different options within it. BluHorn has a lot of them as well too. I’m excited to be exploring more of those. I’ve worked with a variety of things.

If you look ahead in the next 12 months, how do you feel that COVID it is going to affect the way that people invest their media dollars?

I feel like people might be a little bit nervous coming out of this. It was a huge change. We haven’t seen anything like this before. I also think we’re going to see things rebound. People are going to be going back to work and back to their everyday routines and then hopefully we can see businesses have confidence again in the market and trying to bring those people back in for some industries.

Tell us about the different tactics that come into the role of a media buyer and planner.

I sit down and have a good amount of time to plan with a client and talk about their short-term goals, their long term goals, everything that they’re thinking about. Then once we know those kinds of things we have a talk about a research phase where we figure out who their target audiences are. I think it’s really important to me to look at finding the right channels for each of those demographics and also finding the right messaging to go along with that. An important conversation for me is that while we’re talking about the media, we’re talking about the creative as well. It’s really a team approach. We make sure everything is aimed in the right direction.

What’s the best part in your life about being a media buyer?

One of my favorite parts is the exposure to all different kinds of industries. I really like getting to dive down deep with clients and understand what they do and how it can be a part of helping them achieve their goals. I like working with all different kinds of businesses different sizes of business those different industries. I just love the variety and the challenge of learning something new with different kinds of clients all the time.


BluHorn Media Planning and Buying Software Is an affordable, easy-to-use tool that advertising agencies, media buyers/planners, and digital media directors and strategists use to plan media, buy media, analyze media, report media, and reconcile programmatic, digital and traditional media buys. BluHorn integrates with Nielson, Comscore, BluHorn Programmatic (powered by Centro), and QuickBooks; saving you time and money. While other tools on the market like MediaForce, GaleForce Digital, Advantage, Strata, and Free Wheel may require contracts, BluHorn remains a cost effective solution with no contract requirements. Enjoy a 14 day risk free trial of BluHorn Media Buying software today at BluHorn.com

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