Bill Harvey Consulting - Frequently Asked Questions

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QUESTIONS WE ARE BEING ASKED TODAY

In our current assignments these are the types of questions clients are asking us to help them solve today.

Advertisers

How can I combine CRM with mass media strategies to maximize ROI and loyal users? How can I develop the most effective new creative integrating CRM and mass media?
How can I most realistically gauge the ROI contribution of each of my media? Can I go beyond modeling and/or validate a form of it for my purposes?
How can I get the most out of New Media short and long term without reducing margins and without hurting my traditional channels?

Agencies

Many of the same questions as advertisers are asking - often in the context of a new business pitch
The agency's proprietary media/research toolsets: how to make them even better, how to best show their value
Development of proprietary research initiatives - often with key advertisers
How can we gain a somewhat sustainable competitive advantage in the New Media?

New Media

How can we get the audience numbers we need? What methodologies and metrics will be accepted and maximize my business?
How can we prove effectiveness? How can we maximize targeting value? Combining these, what CPM should we seek to charge and how can we justify it?
What ad units should we be emphasizing and why?
What content strategy will build our business and sustain it best? What distribution strategy and tactics will do the same?


	Data from cable set top boxes can report second-by-second commercial audience dynamics.

Traditional and New Media

How can we package across our media properties so as to maximize demand and CPM rather than using discounting as the main driver?
How can we build yield management into our pricing and selling strategies and tactics?
How can we better utilize existing databases to shift dollars from other media? What can we do to improve the databases that measure our media?
What proprietary research might we do that could be a positive game changer?

Research Companies

What would be the optimal five year strategy for my business?
What new products should be given priority and why?
Are there opportunities within my existing products that are not being fully exploited?
How can I reduce the risks involved in launching new technologies?

NOTE: This is the Bill Harvey Consulting archive site. This is a historic record of the
work and consulting services of Bill Harvey. Bill's services are now provided exclusively
to TRA, Inc www.traglobal.com. You can contact Bill at bill@traglobal.com.