Nicky Lomax is an expert buyer of Offline Media – spending 10 years at marketing and data agency more2, including leading the Media and Acquisition Data Planning team driving offline acquisition strategy for BIG retail brands like Loaf, Charles Tyrwhitt, Book People, Joules, Sweaty Betty, and hush!!

Nicky and her team regularly bought over 15 million names, and over 30 million inserts a year! She now works brand side most recently running CRM projects at This Works and Ted Baker.

In this episode, we discuss:

• The importance of negotiation in offline media buying
• Testing and optimization are crucial
• Leveraging demographic data for targeted campaigns

Dive in:

[05:27] Negotiating media buying rates for traditional media.

[08:10] Buying into specific postal sectors for marketing.

[11:25] Propensity modeling and ranking postal regions.

[14:08] Offline marketing has time lag; online is instant.

[18:17] Consider various model selections for better results.

[23:07] Start with substantial investment, consider expert advice.

[28:27] Insider Tips from Nicky!

Find the notes here: https://keepopt.com/211

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