MEDIA PLANNING & BUYING

All media campaigns are planned and bought taking into account:

• Environment
• Target Audience Delivery
• Cost
• Contribution to Ticket Sales

Millmaine contracts and buys all its own media direct with the various media sales departments. Superior buying performance is the result of keen negotiation and the importance Millmaine places on cultivating close and trusting relationships with all media.

Millmaine cultivates close relationships with television media departments at all levels and across all platforms. Despite the expansion of media channels over the last few years, television remains a most effective medium for quickly getting your message to the broadest possible audience to achieve maximum impact.

The program environment is all-important in ensuring that commercials are viewed by those most likely to respond and Millmaine works to ensure the optimum results. Spots to air are monitored on a weekly basis to ensure audience delivery and/or make-good activity within the campaign period.

Millmaine has long-established direct relationships with all major metropolitan newspapers in Australia. We also place great emphasis on maintaining relationships with regional, suburban and "street" newspapers. The result is unrivalled communication at all levels, which enables us to deliver maximum value for each advertising dollar. Foreign language and specialist newspapers can also be readily utilised when the nature of the project requires it.

The publishing industry's awareness of Millmaine's capabilities means we are often first port of call when "distress" space becomes available.

In addition to magazines that cater specifically for the entertainment audience, there can often be opportunities in other publications that appeal to the appropriate demographic. While long lead times can be a barrier to utilising magazines for some entertainment events, Millmaine's full service solution helps us to take advantage of last minute opportunities.

Digital advertising has developed considerably over the last 10 years and continues to do so. The ability to reach a specific target audience is unsurpassed, which in turn provides the opportunity to tailor creative executions to make the most impact and use this targeting to best advantage.

As well as advertising on websites, Millmaine has its own email marketing platform (in partnership with one of the world's biggest suppliers) which enables our clients to build and develop their own databases and communicate directly with their audience. We also have effective strategies for using Social Media to "kick-start" word of mouth.

Social Media is undoubtedly one of the most exciting developments on the media landscape. Most published commercial strategies for utilising social media have been developed with long-term goals in mind, however most entertainment events need results in the short-term. Millmaine has close relationships with key social media providers such as Facebook and we work directly with them to develop means by which we can help achieve success for our clients.

The key to Social Media is to understand it in a time-honoured term: Word-of-Mouth. Generating word-of-mouth is always one of the aims of marketing an event. Social Media platforms provide a catalyst for the generation of word-of mouth and give marketers the means to monitor and participate in the conversation.

Radio can be extremely effective for advertising entertainment product and provides a great environment for a media buy to be augmented by promotional activity. The development of national radio networks has enhanced the opportunities to deliver key messages to clearly defined audiences. The advent of digital radio promises to bring new life to the medium and Millmaine will continue to work with our radio partners to maximise its effectiveness for our clients.

Millmaine can assist with any Out of Home advertising campaign from highway billboards to transit posters and street posters. Outdoor formats include:
• Roadside Billboards such as Supersite billboards and Landmark portraits.
• Transit refers to advertising on buses, trams, taxis and the railway networks.
• Street Furniture consists of advertising panels across bus and tram shelters, rail, kiosks, newsstands, phone booths, internal and external shopping centres and airport locations.
• Cinema advertising has become more sophisticated over recent years and it is now possible to build a cinema campaign targeting specific movies, cinemas and even sessions.
• Mobile Outdoor include advertising on a convoy of Vespa Scooters, Pedapods, Smart Cars and Mobile Billboard trucks. Alternative Street Level Media consist of street posters, chalking, café posters, campus stickers and legal wall murals.
• Ambient TV refers to screens in shops, offices, hotels, stations, airports etc.
Roadside billboards and transit advertising are very effective for reaching mass audiences quickly while other outdoor formats such as bus shelters have the ability to reach targeted audiences and are being further enhanced by interactive opportunities. More and more opportunities are becoming available in shopping and business precincts from simple posters and displays to ambient TV and moving "Flash" posters and billboards.

Millmaine has a national network of trusted distributors who put your materials in the hands of the right people. We cover everything from blanket distribution to strategically placing materials in individually selected niche locations based on geographic, demographic and psychographic profiling.

Millmaine plans, negotiates and buys media throughout Australian metropolitan cities and regional centres across the nation every day. We regularly do the same in the New Zealand market. This service extends to all forms of media from print, press, electronic and digital as well as all out of home product.

Millmaine maintains alliances with major media agencies that extend our planning and buying services into other international markets. We are also able to produce creative material locally that can be delivered electronically to anywhere in the world.