Before we even talk about demographics, budgets and strategy, I need to start with one fact that must be adhered to by any rep that does business with Frank Webb’s Bath Center in 2015:
The client pays directly…net. All invoices should be sent directly to the client and The McCoy Group is not responsible for payment. The client has an impeccable payment history, when the invoices are submitted properly.
If you send copies of invoices to The McCoy Group, we see them as just that: copies. We appreciate being kept in the loop and this allows us to communicate with the client on the details of the account, however, we will not be paying for media. We are the creative and media planning agency only. This has been an ongoing problem with media reps for the past two years. You will be given the client contact information for billing when we go to contract. Please make sure you pay attention to this.
Client Identity
The next important point is this: F.W. Webb Company is the parent corporation and they will be paying the bills. However, the ADVERTISER is Frank Webb’s Bath Center (the showroom division of F.W. Webb.) Any time you refer to the client, please use “Frank Webb’s Bath Center.” It is essential for branding the showrooms that they be referred by the correct name.
Who is Frank Webb’s Bath Center?
Frank Webb’s Bath Centers are the retail consumer showrooms of F.W. Webb Company, the largest distributor of plumbing, heating, HVAC, refrigeration and industrial pipes, valves & fittings in the Northeast. The parent company deals with contractors, developers, engineers, facilities managers and more. Frank Webb’s Bath Centers assists homeowners/consumers with selecting plumbing fixtures, accessories and lighting for bathrooms and kitchens. Frank Webb’s Bath Centers are located in all six New England states, plus upstate New York and they will open their first showroom in Pennsylvania by the end of the year. There are more than 35 Frank Webb’s Bath Centers.
Who is the target market?
Frank Webb’s Bath Center’s primary target market is Women, age 35-64, income $100K and up. They also serve a secondary market of Men, age 35-64, income $100K and up. Customers generally live within 30 miles of a showroom. In some markets there is overlap between multiple showrooms, however several others are in stand-alone locations. We are not interested in media delivering multitudes of people; we are interested in media that delivers the specific target market.
Differentiators
Feedback from Frank Webb’s Bath Center customers has confirmed the company’s differentiators: wide variety of quality products; friendly, knowledgeable showroom consultants passionate about helping homeowners create the project of their dreams; working displays that allow customers to see how various plumbing fixtures work (water pressure, water delivery, fixture operation, features in action); free delivery; willingness to work with your contractor to assure job success.
2015 Strategy
The media over the past two years has been working, so we will not be changing much. We invest heavily in broadcast and cable television that efficiently deliver our target customer. We augment with radio in some, but not all, markets. We are launching a new website in Q1 2015 and will invest in a robust mix of online media opportunities. We will continue to use print extremely sparingly. If you can document the efficacy of your print media with our target market, please email information that defines your publication and why we should consider it.
Include All of These in Your Proposal
Please make your email subject line: Webb – (market you serve) – name of your media
So your email subject might be: Webb-Syracuse-WSYR-TV
You must include a coverage map for your media so we can see how you deliver to more than one showroom.
In your email, you must include your name, media outlet and location (if you are with a network of any kind, please don’t identify yourself as that network without the local market indicated) and all of your contact information.
If you identify yourself as Bill from CBS and don’t tell us whether you are radio, television or online and what showrooms your outlet serves, it will be impossible for us to consider your proposal.
Please Do NOT Send Proposals If…
In order to prevent wasting your time and ours, please do not send proposals for media that does not specifically target our customer. In some cases, you may think your medium is perfect, but the client has decided for various reasons not to consider certain media. These include: Pennysaver newspapers, Direct Mail Coupon Packs, Advertising Placemats, Shopping Cart Ads, among others. While some of these may have merit, we simply do not have the budget to include them in our buy and suggest you save your time by not contacting us.
Where To Send Information…
Please email all information to be considered to: Kelly@McCoyGroup.net
We will not be accepting cold calls and we will call any rep whose media information is of interest. If you do not hear back from us, feel free to send a second email, but please do not call.
What’s the Budget?
When a medium is being considered, the rep will get an email from us with the budget range he/she should plan to include in the proposal. We will always give you the NET budget. You need to indicate in your proposal whether the numbers you are using are gross or net so that we are on the same page. We realize that some of your computer programs only indicate gross, but if you don’t tell us that, we will think you disregarded our NET budget.
When Will We Be Advertising?
We are producing a new Frank Webb’s Bath Center :30 television commercial, which should be ready for airing by January 19, 2015. We would like to be on as many weeks as possible between Jan 19 – Jun 15, and again between Aug 20 – Nov. 1.
Radio will be scheduled (depending on the market) between Feb and May and/or Aug-Oct.
Online will start between mid-January and mid-February and run through mid-November.
We do not pay for media during the busy holiday season in November and December, so you need not send us gift guide or other holiday proposals.
Questions?
If you have questions that are not answered here, please email Kelly@McCoyGroup.net
As we said at the beginning, we aren’t changing much, but we are always open to fresh ideas that make sense for the client. Thanks for your interest and we look forward to all information that makes sense. Happy Holidays!
The McCoy Group 