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Metal Medya

We bring trade magazines and digital channels together in one media plan

We build the plan around your fair calendar: in writing, it shows in which publication, on which channel and when you reach the people involved in the buying decision, and we split the budget by medium and period.

Discuss your project +90 216 466 79 55 Request a free plan brief

At a glance

Scope
Our trade publications, inside your plan · Audience definition · Integrated media mix · Fair and editorial calendar
Duration
Campaign or fair season plan: 2-4 weeks of planning
Ways to work
Plan brief · Campaign or fair season plan · Annual media programme
Getting started
Plan brief · Free review

What companies expect from media planning has changed

  • Enough yesterday: A list of media

    Expected today: A written plan framed as an investment decision

  • Enough yesterday: Digital channels only

    Expected today: Trade magazines, newsletters and digital in one plan

  • Enough yesterday: Reach and frequency

    Expected today: Branded search, fair appointments, new opportunities

  • Enough yesterday: A campaign budget

    Expected today: A yearly plan balancing brand and sales

What a media plan shows

We prepare every part of the plan in one document, from our trade publications to digital channels and from the fair calendar to the period report.

Our trade publications, inside your plan
  • Print and digital trade magazines
  • Newsletter and website placements
  • Fair issues
  • Placements aligned with the editorial calendar
Audience definition
  • Job title, sector and region breakdown
  • Export markets
  • Channel matched to each role
Integrated media mix
  • LinkedIn, Google and YouTube
  • Other trade media
  • Channel list with rationale
Fair and editorial calendar
  • Before, during and after the fair
  • Placement by feature topic
  • Annual flowchart
Budget scenarios
  • Sample mixes by budget level
  • Brand and demand balance
  • Split by channel and period
Measurement framework and period report
  • KPI tree
  • Share of voice and branded search
  • Fair season and pipeline measurement
  • Period report and next plan

In the first meeting we answer these five questions together

We build the plan on the answers.

Who do you want to reach?
Sectors, job titles, regions and export markets.
Which period are we planning?
A year, or a launch, fair or campaign period.
Which fairs do you attend?
Fair dates are the first fixed points in the schedule.
What material do you already have?
Existing ads, your corporate identity, videos and past campaigns; the plan starts from what is ready.
What will we measure?
Quote requests, website visits, awareness or fair appointments.

Our trade magazines go into your plan directly

Your media plan is prepared by the team that publishes our magazines: we plan the print issues, e-magazines, newsletters and fair issues of our 7 trade magazines without an intermediary.

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It starts with a briefing, runs with your approval and leads into the next plan through the period report

  1. Duration: 1 week

    Briefing and situation analysis

    Deliverable Goals and measurement summary

  2. Duration: 1-2 weeks

    Audience and channel selection

    Deliverable Channel list with rationale

  3. Duration: 1-2 weeks

    Plan and budget scenarios

    Deliverable Media plan and annual schedule

  4. Duration: Monthly

    Delivery and period report

    Deliverable Monthly tracking and period report

You start with a plan brief

Discuss your project

  1. Free review · 5 working days

    Plan brief

    • Audience and buying committee definition
    • Fair and editorial calendar match
    • Review of current spend
    Request a free plan brief

  2. Per campaign · 2-4 weeks of planning

    Campaign or fair season plan

    • Media mix and budget split
    • Before, during and after the fair
    • Bookings and placement tracking

  3. Annual programme · 12 months

    Annual media programme

    • Annual plan and budget scenarios
    • Trade publications and digital channels
    • Monthly tracking and measurement

We prepare your quote line by line for the model and scope you choose.

Questions asked before we start

How do your own publications enter the plan?

Our publications sit in the plan in the same table and on the same criteria as every other channel: who they reach, when, and at what cost. We give the rationale for every line in writing; LinkedIn, Google, YouTube and other trade media enter the same plan according to the audience.

What determines the budget?

The period being planned, the breadth of the audience, the number of channels and the number of fairs. We show the plan as scenarios for different budget levels; media costs and the planning fee are separate lines and appear itemised in the quote.

Digital or print?

In industry the two work in different roles. Print magazines and fair issues reach desks and the fair floor, while digital channels capture searchers and reach the same people again. We recommend the split based on your audience’s reading habits and your fair calendar.

How and how often do you report results?

We report placement and campaign tracking monthly, and the plan’s results at the end of the period. We agree the measures together at the start: share of voice, branded search, fair season uplift and sales opportunities in your CRM. We prepare the report so you can present it to your board.

How long does the plan take, and what do you need to start?

To start, your goals, the fairs you will attend, the period you want to plan and, if available, past spend are enough. With this ready, we present the first plan for your approval within a few weeks; we set the schedule in writing at the briefing.

Can we carry out the plan ourselves?

Yes. We deliver the plan in writing; if you prefer, we also handle bookings, material delivery and placement checks.

Tell us what you want to do and we will prepare the plan and quote to match

Send us your goals, your fair calendar and the period you want to plan, and we will prepare a first plan proposal to match.

Advertising and services T +90 216 466 79 55 M +90 554 965 29 19 E [email protected]
Discuss your project

Media planning: how should an industrial company spread its ad budget across the year?

In industrial companies, advertising is often bought piece by piece, around the fair calendar and budget periods. Media planning turns those pieces into one annual plan built around the audience.

Where the plan starts: who are we reaching?

A media plan starts from the audience, not the media. For a hydraulic cylinder maker the target may be buyers at machine builders; for a steel service centre, production managers in automotive supply. Once sector, job title, region and export market are clear, you can work out together which publications these people read, which websites they visit and which fairs they attend.

Print, digital and fairs together

Industrial decision-makers read the trade magazine at their desk, search for products online, follow the sector on LinkedIn and meet suppliers face to face at fairs. Planning these channels separately means reaching the same person at different times with different messages. A good media plan joins print, digital and fair communication into one schedule and one message.

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Fair months are the backbone of the plan

An industrial company’s communication year is often shaped around fairs. The weeks before a fair for announcements and appointments, the fair issue, and follow-up with the companies you met afterwards are the busiest periods of the plan. Knowing these months in advance lets you spread the rest of the budget over quieter periods.

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Budget split: frequency and continuity

One large one-off ad is not always more effective than smaller placements that stay visible all year. Industrial buying decisions take a long time, so continuity matters. The plan splits the budget between busy periods and a base that keeps the brand visible all year, and shows the reason for each line in writing.

Measurement and the next plan

In digital channels clicks and enquiries are measured; for print ads and fairs you can use markers such as dedicated addresses, campaign codes or fair appointments. At the end of the period we review together what each medium brought, and the next plan’s budget is split again on those findings.

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