Media Mix

“There is no specific way to connect the dots in my decision-making process. I talk to people. I read magazines. I go online for details. I may go from step one to step four in 15 seconds, or 15 days.”
-Focus Group Attendee, Media and Marketing's Influence on Buyers (Harris Interactive) Alexandria, Va.

Hanley Wood has invested in a MAJOR research study to take a pulse on how our reader is using media these days. It is very easy to make sweeping statements about the various forms of information delivery but the verbatim comment above really hits home.

One source is not enough.

This holds true for multifamily industry professionals, service providers and publishers like Hanley Wood.

Trade magazines, peer recommendations, vendor web sites, sales staff, media company web sites and conferences are the leading sources of information and ALL are vital in influencing the final decision of a buyer.

In an ideal world our sales team would cover 100% of the market and deliver our firm's "story" to the key influencers and buyers. While we all can push closer to an optimal number of direct contacts, we all know that we are ultimately reaching a relatively small number of potential customers with our direct selling efforts.

So what is the optimal media mix? How can we optimize our multichannel presence? Stay tuned for additional posts or contact your Regional Sales Manager for an advanced look at the complete findings.

This study is a key component of how Hanley Wood will be going to market in the coming year. While other publishers are abandoning print, cutting events and looking online as a cheaper way to do business, we are making big investments across the board. In this information-rich environment it is essential to give our readers, attendees and online visitors more reasons to engage with our brands, not fewer.