Managing Media and Making Sense of Opportunities - HenkinSchultz Skip to main content

Managing Media and Making Sense of Opportunities

By October 21, 2021Media Buying, Staff

When it comes to media planning, digital marketing and media strategy, HS likes to talk a lot about the buyer’s decision journey.

The decision journey is basically a funnel, where the target market is served a wider, more general message early on in their consideration. The target is then served more specific, narrower messaging as they get closer to a purchase decision.

It’s really about serving the right information to the right audience at the right time. As HS Media Strategist, Mel Schulte has had a media journey of her own.

Media Planning is Constantly Reinventing

Mel knows a lot about reinventing. From helping launch a sports technology company to being an inventor of her own, she understands the importance of evolving. That means paying attention to evolving media opportunities, too.

“If you’re running a business, you don’t have time to do all of that yourself,” says Mel, who takes dozens of proposals a week on new media, marketing, digital or platform opportunities.

“As a media buyer and strategist, I want to be aware of all of those things, but help weed out what are the best ones for our clients.”


Relationships are as Important as Data

Mel brings passion and a keen mind for analyzing data and strategic planning to our clients. She has a proclaimed love for Excel. And while she is very adept at breaking down a spreadsheet or a cost analysis, she knows it’s about a lot more than that.

“You have to have trust with your media reps, because if they are recommending something new that may be a fit, you want to be confident in standing behind it,” says Mel.

“We all have to make sure we are all looking out for our clients’ best interests.”

The client relationship is equally important as the vendor relationships. Both need to be maintained with communication, trust and feedback. Mel knows that while many things are trendy, clients can’t forget the simple objective of ‘getting your name out there’ and finding the best way to do it.

Clients trust Mel’s expertise to do this in the most efficient and effective way possible.


New Ways, New Opportunities

And there are a lot of new ways to market, advertise and communicate. One of the benefits of an agency like HS is that we have a full-time team dedicated to staying up on all of the options available to you. Here are just a few things we do:

  • Field time consuming calls from multiple vendors
  • Constantly monitor new opportunities, platforms
  • Take the time to negotiate the best rates
  • Track your current campaigns and adjust investment as needed
  • Pursue “make goods” when things don’t run as planned
  • One monthly media bill instead of several

Have you found yourself a bit overwhelmed with new media and media options? Talk to Mel and HS and let us discover a media strategy that is both substantial and sustainable.

Related Blog Posts

HearSay with Molly—Content CreatorStaff

HearSay with Molly – Content Creator

Molly Lanfear shows no fear when it comes to her travels, the weather and how she approaches her job. We took some time to talk to Molly about her roots, her creative inspirations and how she puts them into every photograph and content creation project. Growing up in Buffalo, NY, how would you compare the weather?  When you grow up in Buffalo, you develop a "bring-it-on" kind of mentality about winter. Eight feet of snow? No problem. Four feet? That's just your average Tuesday. But the key is, it doesn't last. Buffalo has relatively warm winters, and when Lake Erie…
May 9, 2023
HearSay with Emily - Digital Marketing DirectorStaff

HearSay with Emily – Digital Marketing Director

The field of digital marketing is expansive and always changing, and when we need to know what’s next for our industry, we turn to our fearless digital marketing director, Emily Sorenson. She never backs down from a challenge (especially when it comes to cooking competitions at work), so we presented her with some hard-hitting questions to uncover more about her dynamic role at HS. Why do you like working in digital marketing? Oh goodness - that is a hard question to answer. I like to cook - so let’s think of it a little like planning a dinner. My favorite…
April 26, 2023
HearSay with Tammy - Graphic DesignerStaff

HearSay with Tammy – Graphic Designer

What design challenges do you welcome or enjoy? I think one of the challenges that brings me the most satisfaction is creating something awesome when there is minimal content or direction from our clients. Sometimes our clients just don’t know what they want or can’t put it into words, and, more often than not, we nail it! But sometimes we get, “That’s not even close…by a longshot!” (Emphasized by Tammy’s famous laugh) Besides design itself, what are some special skills you bring to your work? I would have to say…proudly…that I’ve been known as “the office physician.” This is probably…
March 15, 2023