Spotify
Apple PodcastsTesting offline media
Considering television, radio and print within a broader marketing plan.
Road2Retail podcast
A discussion with Buck Robinson: President of Media Manager Marketplace.
Buck Robinson of Media Manager Marketplace discusses how smaller brands can test television, print and radio advertising. He explains how offline media can fit alongside digital activity, the importance of knowing the customer and how to judge an investment by what it delivers.
Guest
Buck RobinsonPresidentMedia Manager Marketplace
Watch the interview
Watch on YouTubeAbout this episode
Buck Robinson, president of Media Manager Marketplace, discusses testing offline media without a large national advertising budget. He positions television, print and radio as possible parts of a broader marketing plan, alongside digital and social activity. The aim is to generate consumer demand rather than simply secure a place on a retailer’s shelf.
The interview considers the need to know the actual customer and have candid conversations about objectives and the work required. Buck also discusses evaluating what an advertising investment buys, supporting particular markets or retailers and building a growth story supported by data. That evidence can matter when explaining the business to prospective investors.
Topics covered
Knowing the customer
Building a plan around the actual audience rather than an assumed one.
Investment and objectives
Understanding what the spending is intended to deliver.
Local and retailer support
Using media to support specific markets or retail accounts.
A data-supported growth story
Using evidence of performance in conversations with prospective investors.
Introductions to Industry Experts
Connect with trusted suppliers across the CPG industry.