A panel discussion on the media, how certain companies select the right mix of print, radio, television, out of home, and more to achieve their companies’ objectives, brought out over 80 attendees at Mayfair Farms for the New Jersey Advertising Club’s latest Smartalk series, “Media Matters: Smart Spending of Your Media Dollars.”

Moderated by njbiz President George Taber, the panelists consisted of Paulette Stout, Communications Strategy Manager, AT&T; Jay Everette, and Kirt Hibbitts, both senior vice presidents at Wachovia Corporation, and Richard Russo, Director of Broadcast Service at JL Media in Union, N.J.

Paulette Stout

Ms. Stout laid the groundwork by providing the tangible do’s and don’ts prior to making any media purchase.

• Clarify your target audiences, and review annually both who that audience is and what its habits are.
• Define flight dates and flight strategies.
• Once you have selected your media mix, don’t spread the advertising too thin. There’s no merit in being on television if you can only afford to air a commercial once.
• Recognize synergies between certain media and product categories.

Jay Everette

Stand-up comedian Richard Russo entertained even as he instructed, jokingly pointing out that therewere no newspaper readers under 40 years of age. A stand-up comedian, he satirized First Union’s initials, noting that “it’s small wonder they’re changing the name.” He politely informed his audience that there’s nothing wrong with out-of-the-box ideas. “Make an impact,” he said, “no matter what the media.” To him as an All-Star Radio of the Year honoree by Adweek, Media Week and Brandweek, radio would seem the most productive medium. However, he insisted all media work when the strategy is well planned.

Jay Everette

The neatly attired young banker who flew up from Wachovia’s headquarters in Charlotte, N.C., Jay Everette began his presentation by admitting that “people are basically cynical about financial services.” But this is one financial services company that’s putting company that is putting lots of effort and trust in both its employees and customers during its name-change campaign — from First Union to Wachovia in July 2003 — by focusing on creating a message of greater service. Careful research showed that this is people’s greatest concern. And with a target audience of “anyone who breathes” and deep pockets to match, there are few venues of media Wachovia will not use in getting the message out.

Not averse to humor, Everette said the first task is how to pronounce the new name, pointing out that ads are running with nothing but the phonetic spelling of WA KO VEE YUH. But he emphasized that the main thrust would be educating the employees, then the customers who will be reached through “relevance, advice and the services they want and need.”

Slogans such as “uncommon wisdom for shared success,” touting the financial company’s philosophy, will drive the new approach — far different, Everett said, from First Union’s. In addition to providing banking services for the uncommon society, Wachovia was at the time of the meeting the country’s fifth largest brokerage house. However, with a pending association with Prudential, it may rise to second banana.

Kirt Hibbitts

It was up to Kirt Hibbitts to describe the advertising, which will indeed be ubiquitous and under the theme “What can a ______ (canoe, stained glass window, cowboy hat, barbell, seesaw) teach?”

The goal is create an environment that answers the question, “Where is the North Star that will lead you, guide you to where you want to go?” Wachovia. Gary Denburg of Barton Press chaired the event. Sponsors included New Jersey Broadcasters Association, RPI Multi-Media Duplication, The New York Times, Millennium Radio, NJ Newspaper Network, Placemats Plus Service, NJ.Com, and njbiz.