Why BluHorn Solutions Media Buying Software is More Affordable

Posted on October 6, 2011 by

If you’re exploring media buying software options, you’ve no doubt found it can be an expensive investment.  Small or boutique ad agencies, PR firms, creative agencies and in-house marketing pros need a solution that fits the bottom line.  BluHorn Solutions® is designed to be affordable and to stay affordable.

There are three design factors that keep the license fees cost effective.  First, BluHorn Solutions® was designed for some manual input, such as media vendors, media rep info and market names.  Pre-loaded mrket info can be a short-term plus, but manual input gives you the freedom to customize your vendors and market names based on how you buy.  For TV and Radio, manual input of ratings and thousands is optional.  Stations are very willing to share their ratings data info with you at no cost, eliminating your need to contract with a ratings data company and the need for the software company to also contract with a ratings data company.  This is a big undertaking for the software company.  It’s time consuming and costly…a cost that’s most likely passed on to customers in a higher license fee.

The second design factor for BluHorn’s affordability is sticking to the basic calculations.  More formulas and more calculations mean more tech calls and issues, which mean more time and expense for the software company.  Keeping it simple keeps it affordable.  BluHorn Solutions® offers GRP (gross rating point) and CPM (cost per thousand) totals and summary breakouts per daypart, station, weekly and monthly data.  The software does not include a reach and frequency formula.  There are no industry requirements for media buying software companies regarding a reach & frequency formula.  Software companies can program whatever calculation they choose.  Therefore, identical buys could yield significantly different reach and frequency results, depending upon which software is being used.  And with the increased distractions for most TV viewers and radio listeners, the validity of traditional reach and frequency theories and formulas should be questioned.

The third design factor that influences BluHorn’s affordability is the straight forward design of the Reports feature.  It allows users to export report summaries into a PDF, Excel or Word document.  You can slice and dice and customize based on your presentation requirements.

BluHorn is committed to the basics…great customer service, ease of use, affordable license fees and respect for our customers.  Learn more about BluHorn Solutions® media buying software or ask for a free demo.

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Media Buyers’ Biggest Frustrations With Media Sales

Posted on September 6, 2011 by

Media buyers at ad agencies often utilize a variety of resources  and media buying tools when evaluating the best possible placement at the best possible price for their agency clients.  One of the resources media buyers must utilize is the media sales executive.  As with any relationship, conflict and frustrations can occur.  I posed the following question to a Media Buyers group on my LinkedIn to get a broader perspective of media buyers’ frustrations with media sales.  Thanks to all for the responses, some of which are recapped below.  The question: What is your biggest frustration with media sales? 

-  Not being respectful of what we do.  Clients hire us to analyze, recommend, strategize, place and manage media.  As we all know, that is a tremendous amount of work.  I used to feel obligated to explain my recommendations.  Don’t have the time or the energy anymore.  I sometimes feel that certain AEs add zero value to the equation and actually make the job harder.  I find in general most media AEs will know their own industry competition, but have no clue about the rest of the media opportunities afforded to advertisers and media strategists.  Michael Massey 

- I think it’s fair for a sales rep to want to understand why his product is not being bought.  It helps him develop his sales strategy.  But I also know I don’t have the time to go through it with each and every one.  I’ve spent a tremendous amount of time figuring out who I want to buy and why and have to explain to my superiors and the client.  I can’t explain it to everyone who pitched the business.  Anna Marie Rossi

- For me, it’s reps calling you to ask you why they are not on a plan and having to justify almost why you’ve put one media owner or another on each plan.  Also, reps that are particularly pushy and try to convince you that their product should be on every plan.  I prefer reps that are more objective and have more of a big picture view and understanding of the different players in the market and that understand what their real strengths are and what plans they should really go for rather than assuming they are perfect for every plan.  Salvo La Rosa

- Not providing what is asked for.  It seems pretty simple.  If we ask for a demo and it isn’t your strength, provide that demo and then provide your viewpoint on why your station should be included.                       Linda Southern

- One who is not aware of his medium, need time to return back to us, and nagging to know the client name and showing that he’s more expert than you in the market.  Feras Hijawi

- Despite an Agency of Record, station reps are going around agencies and trying to pitch directly to the client.  The good sales reps far outweigh those who are frustrating to work with.  Many reps are incredibly dedicated and hard working and become true partners to do what is best for every client.  Paula Urcheck

- Hate the guilt trips!  Every station/medium has a story and we all have a job to do….but stop whining about it!  Bonnie Appel

- If a media rep decides to round up the rating points, ignore the trending reports, does not provide “make goods” in a timely manner, try to really prove the station ranked 208 is the best.  While I understand what they need to do in order to make the buy, let’s be considerate.  Helena Smith

- It annoys the heck out of me that radio reps can find any which way from Sunday to make “THEIR” station work on any demo, depending on whether you pull up your research on CUME, Ave. Ratg., which dayparts, how broad are the dayparts, narrow your hours so you look good.  Jayne McMahon

- I’ve been on both sales and media buyer side.  As a sales person, huge pressure from managers to go direct and deepen the relationship with the client.  The need to do this is real for the following reasons – turnover in agency staff, inability to gain access to media person who doesn’t return phone calls and only wants to communicate by email.  If you want the media rep to respect your client relationship, then you need to build a relationship with them, inform them of upcoming opportunities and after you have received a proposal, take a few minutes to let them know they didn’t make it on the buy and why.  If there is a meaningful relationship between the sales person and the buyer, they won’t want to risk losing it and going direct to your client.  Terry Dinsmore

- We need the key info and rates delivered quickly so we can offer these to the clients.  We don’t need all the other offers, etc. that aren’t going to be of interest.  Have had some fab media relationships with reps that have put in the time and effort and they always get everything spot on and very quickly.  That’s what we like!  Katie Pratt

- Lack of communication.  If you’re not done with your proposal or don’t have an answer for me yet, let me know a reasonable time when I can expect it or don’t complain when you’re left off the buy!  Ben Shaver

- My single biggest frustration with media reps is incomplete and/or twisted presentation of circulation, readership, viewership or listenership, etc.  Another issue is huge and bottom-less rate negotiations.                 Dr. D K Mehta

What’s your biggest frustration with media sales?

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Johnson Reflects on BluHorn Solutions’ Marketing Internship

Posted on January 10, 2011 by

My internship with BluHorn Solutions, the leader in web-based media buying software, provided me with opportunities and professional experiences that very few interns get to experience. From working on social media marketing to managing the e-mail marketing database to software testing, I learned and experienced BluHorn’s greatest competitive advantage first hand – customer service.

Customer service is always a top priority for many businesses and organizations, but BluHorn takes it to a whole new level. BluHorn takes time to personally chat with both current and prospective customers and it quickly becomes clear that they know what they’re talking about. Their president & CEO, Mary Jo Van Horn, has 27 years of professional experience in the media/ad agency industry and has a passion to share her experiences and recommendations so customers can make smart, informed decisions that are in their best interest. I learned that a successful business is not just about how many customers you have, but more importantly, about how you build those relationships, learning and growing together as partners. Their product, BluHorn Solutions, is simply the helping hand that allows them to do so.

Here are a few samples of what others are saying:

  • “BluHorn has provided our agency with an organized system that we have implemented to handle a growing number of clients. Its ease of use, professional look, and well-thought out design has helped us to accomplish our tasks efficiently, while remaining organized and satisfied while in the process of media buying. BluHorn’s support system is personable and readily available to answer any questions we might have. Thank you!”
    Jenna Bellucci, Marketing Assistant
    Hybridge Network, LLC
  • “BluHorn is a software lifesaver! After we picked up a gubernatorial candidate, our media buying demands increased dramatically. The BluHorn software simplified the buys, and saved an amazing amount of time that is normally devoted to placing strategically. Many media buying systems are complicated, expensive, or unfriendly. BluHorn is amazingly affordable and provides high-end service!”
    Angela Prince, CEO
    Herd Records, Inc. Music Marketing
  • “I have been a media buyer/planner for 11 years … and have been using BluHorn Solutions since March, 2010 and have really found it to be user-friendly…”
    Tracy Meschke, Owner
    5M Media

Jessica Johnson, Marketing Intern

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Is Now the Time for a Media Buying Software?

Posted on November 18, 2010 by

Is now the time to invest in a media buying software?   Do you already have a media buying software but wonder if you should be looking at newer, more cost-effective technology?  In our world of do more with less, cost cutting measures are serious considerations but agency owners know it is equally important to increase workflow and efficiency throughout their companies.  The media buying process is no exception.

Consider what you want to achieve from your investment in media buying software.  Jumping blindly into technology may not produce any value.  Know your media buying goals and objectives and then find the software that will achieve them.  For example, you may want to invest in a web-based solution to achieve flexibility.  The result of that solution may allow your employees to work remotely, therefore retaining talented, experienced employees seeking flexible work schedules.  A web-based software can also increase productivity from employees accessing their media buying accounts when traveling.

Focusing on improving the processes can take your media buying to a new level.  Take the time and money to invest in technology that actually makes a difference in productivity.  Some media buying software systems automate the entire media buying process, but that doesn’t mean each one is right for your agency.  Take a good, long look at your processes.  What makes sense to automate and what doesn’t?  Negotiating electronically is a good example.  One can spend several hours or even days negotiating back and forth electronically, as one negotiation often leads to another, and to another and so on and so on…Perhaps a better spend of your time is the somewhat old-fashioned way of actually talking to your reps and negotiating all items in one call. Most often, negotiations based on that ever important buyer/rep relationship will beat out automation every time.

Investing in a media buying software and choosing the right one are big decisions.  Consider your options carefully.  A good software partner will listen to and understand your needs and goals.  A good software partner will provide solutions that increase your productivity and enhance your profitability.

Learn more about BluHorn Solutions media buying software or ask for a free demo.

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Real World Experience through BluHorn Solutions’ Internship Program

Posted on October 13, 2010 by

I have been very fortunate to have been hired as an intern for BluHorn Solutions.  As I was searching for a good internship to fulfill my needs to experience real world work situations and marketing tasks BluHorn came along as the perfect fit.  With it being a very new innovative startup company it will give me the opportunity to learn about all of the ins and outs of beginning a new business venture.  BluHorn is simply a great idea for any marketing branch or advertising agency looking to have a simple, easy to use, and efficient software to plan out their media buying expenditures.  It has also developed into a remarkable tool that can easily be integrated into classroom scenarios for an effective way for teachers to teach their students about media buying.  I feel that with these opportunities lying ahead, BluHorn is on its way to being an essential element in the media buying process.

There are several experiences that I hope to get out of this internship with BluHorn.  A big one is learning how to work with colleagues to accomplish projects and tasks that are required for the business to grow efficiently.  Another is being able to assist BluHorn with my marketing and psychology background to help further their future successes.   Also, because this company is relatively new it should provide a great opportunity to network with other experienced professionals in the advertising and marketing fields that will be crucial in the future as I begin to look for employment opportunities.  BluHorn CEO and founder, Mary Jo Van Horn has a great deal of experience within the advertising and marketing fields and I know that she will provide solid leadership as the BluHorn team takes this innovative software into the future.  Learn more about BluHorn Solutions media buying software or ask for a free demo.

Jerome Pullen Jr., Marketing Intern

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The Value of the Relationship between Media Buyer & Media Rep

Posted on October 6, 2010 by

In today’s world of internet and email communication, one might think the personal media buyer/media rep relationship has suffered, so I asked a few media folks just how important is their relationship between media buyer and media rep. 

Margi Smith, www.freelancemediaservices.com Relationships are everything in business. You wouldn’t dream of only having an email relationship with a client.  Why do that with a sales rep that can be pivotal in helping to deliver the key target audiences within the client’s budget allocation?  Guess what- they also know what your client’s competitors are doing and can be a source for new business leads. A good rep is an amazing resource if you respect them. More importantly, when planners/buyers meet face to face and talk about the client’s goals, challenges and opportunities- it puts all parties on the same path to success. When a well developed program is negotiated and all opportunities are evaluated and implemented, everyone wins. The client sees results and the media planner and the sales rep get continued business.                                                                                                           A personal relationship between buyer and seller always maximizes the value for the client. Throughout my media career I have been able to take advantage of better discounts, obtain deadline extensions,  get great customized proposals that aren’t available to everyone else because my reps know me, they know my clients and they are given a clear idea of the objectives and strategies of the client’s marketing program. They know that I will always take their calls and respectfully listen to their pitches, even if I don’t have anything for them at the time. Respect goes both ways to the path of successful business. Don’t get me wrong email rocks in terms of rapid timing needs - I couldn’t live without it – but it is only part of a solid and successful working relationship.

Michael Massey, www.youradherethebook.com  I find that there is less and less of the personal perks in order to “get on a buy”, thank goodness.  And the buyer/seller relationship only works if you keep one entity in mind at all times: THE CLIENT

Ginger Daughtry  Despite the current recessionary bottom-line mentality permeating the entire industry, personal relationships (or personal/professional relationships) can and do still matter. Often though, two tracks exist: one in the classical ‘Mad Men’ vein of false affection and mindless adherence to client/agency demands, and another in the reasonable response by reps who are sincerely interested in the success of the client and by extension the agency.                                                                                                                                I suppose it depends on the individual planner/buyer, but my experience has been that the first option may superficially appear beneficial to the rep and the buyer, but it rarely yields results for the client/agency. When push comes to shove, the buyer who is getting personal perks cannot defend buys that make no sense and eventually has to cut their supplier loose. The second option on the other hand can be a deal breaker. No good buyer can choose media that does not suit the clients’ needs, but all other factors being equal, the rep that has proven truthful and helpful – that is the person that’s going to win the extra consideration or the larger share.

Cynthia Becker  The original concept of money was a token of joyful exchange.  In my opinion, transactions done in a cooperative spirit are more potent and ultimately in the best interest of the client.

Steve Hyde  We see candidates at all levels from both agency and media owner to get some real perspective on this issue. We come with lots of experience ourselves to give context – I for my part was one of the founder members of Zenith after some time at Saatchi’s.  What I see is that relationships do exist between both parties but far less time is spent investing in developing them to any great extent than was the case in years gone by. Agencies can quickly lose the respect of media owners through abusing their position yet it is the very situation they find themselves in with deteriorating relationships with their clients.

Has email dehumanized your media buyer/media rep relationships?

Looking forward to your comments - Mary Jo Van Horn, www.bluhornsolutions.com

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10 Reasons to Buy BluHorn Solutions Media Buying Software

Posted on August 16, 2010 by
  1. WOW Your Clients!  Professional media presentations that support  targeted plans and placements
  2. Smarter Not Harder!  Flexibility, accessibility, mobility 24/7 with web-based media buying software….a workaholic media buyers dream
  3. Human Error Be Gone!  Automatic calculations deliver reliable data every time
  4. Validation!  Post buy analysis reports guarantee your clients’ proposed TV spots run as ordered and they get the GRPs
  5. Negotiate, Negotiate, Negotiate!  Equipped with CPP and CPM calculations, media buyers have real-time access to sales reps and the power to cinch the most cost-effective client deals
  6. What’s Up!  Keep clients informed and updated with itemized tracking reports that highlight what’s ordered and pending
  7. Save a Tree!  Eliminate mountains of paper with streamlined client, vendor and campaign details
  8. First Impressions!  Distinguish your agency or department from the competition with powerful professional reports that give you the edge
  9. Take A Break!  The media buying process keeps on ticking, even when the media buyer is on vacation or away on business.  Web access allows for responsive changes from any computer with internet connection whether you’re in Toledo or Timbuktu
  10. Perfect Balance!  Technical software tools that introduce new and existing clients to maximum creativity and smart media buys…..balance, it’s a beautiful thing

www.bluhornsolutions.com

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