E X P E R I E N C E D
Tom Park Productions has created a formula for success. You have a great choice with us. You can have our recipe or sit back, let us do the work and reap the profits. Tom Park Productions has been committed to providing experienced agency services for over 20 years. Our production system is so smooth, you won't believe how efficient our team can be. We save you money and time on all of your production needs. What's more...it's customized just for you.
S P E C I A L E V E N T S
Tom Park Productions includes proven monthly "events" to drive more traffic. We work within your market to involve your store in area promotions. We believe your time is valuable. Let us do the detail work for you. Timely updates keep your messages fresh and relevant. Constant monitoring of your monthly statements. Get the most out of your co-op. Professional, no nonsense commercial production made to order.
P R O D U C T I O N / P O S T P R O D U C T I O N
Every month, Tom Park Productions, creates new custom TV and radio spots. TV spots highlight your dealership and focus on your special deals. Radio and TV use our live, on location theme, to increase urgency. Plus, we can target your customer’s in both English and or Spanish. Our remote production package consists of Sony BetaCamSP video acquisition, lighting and wireless sound. Our post production department features two editing suites with the latest in High Quality Digital Editing .
M E D I A B U Y E R S
Tom Park Productions utilizes a major league baseball approach to buying media part strategy, part statistical analysis, part experience and part training.
From our experience in many markets around the country, we have a solid conception as to how television and radio stations are conducting business. Sometimes we learn from an innovative station in one market a lesson we're able to bring to another market. We understand their pain points and where the "soft underbelly" of negotiation may lie.
Many of our clients are adept at negotiation after all, that's what automotive dealership’s do better than any other industry. Some even find that part of business rather fun. However, price negotiation is just half of what makes a solid media plan.
We utilize Nielsen and Arbitron rating points, which show us what your audience is watching and listening to. We are sometimes surprised that programming we dislike actually garners large ratings. Or conversely, some of our favorites aren't shared by other viewers.
There is one big way that we validate our planning and buying at Tom Park Productions - posting: This is where we utilize a media-buying software system to ensure the TV stations actually delivered the ratings we negotiated.
What does that mean to you?
Let's say we bought - on your behalf - $100,000 worth of television one month. With that purchase, we negotiated 1,000 rating points. We also negotiated that the stations would guarantee a delivery of 90% of those points - 900 points guaranteed. Some markets agree to 100% delivery. This schedule shows that our client is paying $100 per rating point - $100,000/1,000 points = $100/point.
Now let's say that three months passes and Tom Park Productions "posts" the schedule, matching the most recent Nielsen ratings against the one’s negotiated. We discover that instead of 1,000 points each month, the programs only delivered 875 rating points each month. (Perhaps due to increased TiVo usage, growth of cable, change in programming, etc.) Now our client is owed 75 rating points (25 points X 3 months). At a value of $100 per rating point our client is owed $7,500 worth of television advertising. Stations must make good these spots.
As you can imagine, there is a myriad of variations of ratings/pricing negotiation. That's where our training and experience come in. Some stations, for example, inflate their estimates of programming in order to appear more desirable and demand a higher price. The software stations utilize different calculations of ratings, reach and frequency, which can make their programming appear more desirable.
At Tom Park Productions, our media department works seamlessly with creative to determine the most strategic media mix. We filter the onslaught of media inquiries so that you don't waste time and dollars. And we ensure the media outlets deliver the audience you've paid for.
In the end, dealerships are expert’s at seeking the highest ROI. We get that. We ensure that your media placement is handled expertly.
D E S I G N E R S
Our stable of designers are available to you for special creative projects such as:
Web Site Design, Animation (Logo and Character), Logo Creation and Identity System Design, Jingles, Collateral Materials and Specialty Services such as shirts, key chains, plate covers, flags, banners and more..