Media planning

Media Competencies

Base One offers strategic media advice and media planning services with one clear aim in mind: to make your media work harder for you. How we do that can be divided into the three key benefits of using Base One as your media partner:

1. We are B2B specialists

There are lots of media agencies out there. Most of them are much bigger than us, but what we lack in size we make up for in focus. We are B2B through and through and, because we relish the specialist challenges of B2B media, it is not the poor relation of B2C. B2B accounts are not relegated to junior staff – they are the jewel in our crown.

It also means that we have a better understanding of the specific B2B challenges you face because we’ve been there before. We understand that a B2B sale is not a quick sale, that the products are frequently very complex, and that many different people can be involved in the decision-making process. And what we don’t know we pick up really quickly because it’s an area we are familiar with, and one that we genuinely like working in.

2. We will make best possible use of your budget

Budgets are under pressure – we all know that. So we are under pressure to find ways to make them go further, and it is a challenge we have responded to time and time again for our clients. For example, we always seek to optimize the combination of online and offline spend in order to get you the best results; we believe that the best balance is always better than just the best price.

We have established relationships with the key B2B publishers which, coupled with our long experience of the media industry, gives us a head-start in finding you the very best opportunities, and we are constantly investigating new ways to help your brand connect with your target audience.

We also believe that a media department should not work in isolation from the rest of the team and we collaborate effectively with creatives (whether at Base One or elsewhere). If the media and creative teams can always maintain ‘line of sight’ the result is always more effective.

With this in mind, we are also experienced in running usability testing studies on offline and online creative, in order to ensure we have the best possible option – which will get the best possible return on your media budget.

3. We never take our eyes off the ball

A brilliantly planned campaign needs to be brilliantly executed, and our exceptional attention to detail ensures everything runs according to plan. We have a rigorous system of proofing and checking to make sure online ads work properly (on every browser), that the right artwork is sent to the right place, and that every call to action is as it should be.
We also provide regular and detailed reporting to clients, and we work proactively to constantly offer suggestions for improvement.

Our senior staff maintain frequent contact with you and, if we see any way that you could be improving the reach or effectiveness of your campaign, we will let you know. In short, the service that we give at the planning stage extends through the life of the campaign: expert and friendly advice from experienced B2B media specialists whenever you need it.