Media Buying Guru Awarded Placement In Prestigious “Who’s Who in America”

Media Buying expert Peter Koeppel has been awarded a position in the Marquis Who’s Who in America. The only way to obtain entry into the 2007 (61st) Edition is to be nominated by a prior recipient and then to be selected for inclusion.
Peter Koeppel is Founder and President of Koeppel Direct, a leader in direct response media buying, marketing and campaign management. With a Wharton MBA and over 25 years of marketing and advertising experience, Peter has helped Fortune 500 companies, small businesses and entrepreneurs develop marketing campaigns to increase profits.
Koeppel Direct recently sponsored the National Young Inventors Competition in Washington, DC., in conjunction with the Electronic Retailers Association and the Future Business Leaders of America.
“I’m honored that I was selected for inclusion in such a prestigious publication,” commented Koeppel.
Since 1899, when A.N. Marquis printed the First Edition of Who’s Who in America, Marquis Who’s Who has chronicled the lives of the most accomplished individuals and innovators from every significant field of endeavor — including politics, business, medicine, law, education, art, religion, and entertainment. The Marquis Who’s Who in the World publication is viewed by many as among the most prestigious. Today, Who’s Who in the World remains an essential biographical source for thousands of researchers, journalists, librarians and executive firms globally. In addition, the company’s on-line database enables users to search through more than 1-million biographical entries.

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Media Buying and is a website where 40 million kids hang out regularly. Membership has quadrupled since January 2005, according to Business Week. The site ranked number 15 in terms of page hits last October according to Nielsen//NetRatings. The number of unique visitors grew by 12% in October to 24.2 million. That’s why two Los Angeles entrepreneurs, Chris De Wolfe and Tom Anderson, who started MySpace, were able to sell it to Rupert Murdoch’s New Corp. for $580 million.

Why should a media buyer care about MySpace and similar sites?  These social network sites are a great place to reach the nation’s 24 million teenagers (Source: Pew Internet & American Life Project). Teens are traditionally a hard to reach group, but they have tremendous spending power and can’t be ignored by drtv marketers. Teens have a combined spending of $175 billion and college students account for $200 billion in spending, according Alloy Media + Marketing.

Any savvy media buying expert needs to understand that 87% of 12-17 year olds use the Internet, vs. only two-thirds of adults, according to the Pew Internet & American Life Project. In addition, 65% of this group Instant message (IM) and they consume many forms of drtv media, including surfing the net, watching TV and playing video games 6 ½ hours a day, according to a Kaiser Family Foundation survey. This makes them a hard group to reach, but MySpace provides a new opportunity to tap into this market segment.

Peter Koeppel is Founder and President of Koeppel Direct

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What other media buying options do firms have?

What other media buying options do firms have besides traditional spots?

Many direct response TV media buying experts are running their commercials on their Web sites and including an 800 number. This is a good way for someone with a limited budget to advertise.

What role will the Internet play in shaping the future of DRTV?

Currently, anywhere between 15 percent to 50 percent of the direct response TV purchases are coming from the Internet. Half the people watching TV are simultaneously online, and more than half of the online audience now has access to high-speed Internet connections. This has fueled the growth of DRTV sales on the Internet. It also has allowed for streaming video of TV commercials on the Web. This has helped to reinforce the direct response TV message online, which has translated into more online business for DRTV media buyers.

What coming trends do you foresee in direct response TV?

I expect video on demand (VOD) to become a big growth area for direct response TV marketers. This will allow consumers interested in finding out more about a particular product or service to view a longer format commercial, somewhere between a short- and infomercial DRTV spot length. Comcast and others are aggressively moving forward with VOD programs.

Due to the fragmentation of the viewing audience, I expect to see the industry start to air commercials in new mediums such as cell phones, iPods, gaming devices, etc., to more efficiently reach various segments of the population.

Peter Koeppel is Founder and President of Koeppel Direct

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Million Dollar Media Buying Mistakes

Mistake #1: Delivering the wrong message. You can usually best appeal to your target market by clearly stating the benefits of the product and making sure those benefits are relevant to that target audience’s needs or “hot buttons”-both pleasurable and painful. Certain types of drtv ads, such as for weight loss, hair restoration, and skin care products, demand “Before” and “After” shots to give the product credibility, show results, and deliver a positive message about the company’s belief in its product and what it can do for the consumer.

Mistake #2: Not running drtv ads often enough. You’ll generally need three exposures to build awareness and motivate someone to respond to an ad. By spreading your media buying over too many different types of media, your intended audience might not get those three exposures, and they won’t take the action you want them to.

Based on your budget, focus on the highest-performing media for your type of product; this will allow your target audience to see the ad enough times to build awareness. Research services like MRI research can help you with this. They survey 26,000 consumers every year. You give them information, and they give you a goldmine of drtv research tailored to your needs, such as the television networks and shows your target audience watches with the highest frequency. Again an experienced media buyer can help you navigate through the relevant research information.

Mistake #3: Utilizing the wrong media to reach your target prospects. Seniors, for example, still don’t use the Internet as much as younger people do. So if you have a senior product, focusing your drtv marketing efforts on the Internet might not be a good idea. Similarly, if you’re trying to reach a smaller, niche audience, TV or radio might not be the best fit, since they reach a broader, mass audience. Consider a specialty print publication like a trade journal or a local interest publication to more effectively reach potential customers. Work with and media buying expert to pinpoint the right media to research your target audience.

Peter Koeppel is Founder and President of Koeppel Direct

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