Scott Theaman
CEO/Owner at Beyond Marketing
Website Address: https://beyondmarketing.net/
Each week on “Media Champions”, our host talks to media experts across the country. This week our host speaks with Scott Theaman from Beyond Marketing. To learn more, check out https://beyondmarketing.net/
What is the biggest change in marketing that you see coming in the next 2 years?
The biggest change I see coming is… a higher degree of more distractions! New platforms will emerge, and attention spans will contract. What does that mean for you or anyone running direct response advertising? You need to help the client solve their problem FAST and you need to follow that up with diligent, calculated and engaging follow up strategies, including outbound calling and texting.
Are there any trade organizations or groups that you belong to?
We are business members in the Clinical TMS Society and the Psychedelic Medicine Association, both within our niche of alternative mental health.
What is the advantage to working with an outside media buyer as opposed to having just an internal marketing director?
The advantages of working with an outside agency / media buyer is, especially a company that is niche specific like Beyond Marketing, is that the media buying team has access to data nationwide. We also have firsthand experience on the internal operations of these TMS and Ketamine clinics. When we speak with prospects and clients, oftentimes, we know their business better than they do. We can use this macro insight to apply tactics and strategies to their local marketing campaigns.
What is one tip that you would give when it comes to media planning?
One of the best strategies is to have a library of creatives and variations of copy. When one is performing well, write it down. When one is not, you have a menu of items to choose from. Over time, you will have yourself a large list of best performers.
How does a media buyer stay on top of trends with media placement?
A great media buyer should be aware of the new and emerging social platforms. For example, there is a great deal of buzz around Tik-Tok, which has 53% of its users over the age 30 according to statista.com. Understanding first your ideal avatar and then second which platforms to market on are key to an effective media buying strategy. And of course, when something looks promising, any good media buyer should be testing the different platforms to evaluate performance.
