About

Debbie Horovitch started as a traditional media planner/buyer and now specializes in integrating social media and online marketing strategy.  DH Partners Media Planning works with a variety of client types including ad agencies, marketing executives and small business owners. With 14 years experience as a Toronto ad agency media executive and media sales professional, Debbie has worked diligently to secure the most effective and efficient advertising campaigns (traditional media space buys), for clients with budgets ranging from $3,500 to $35,000,000.

Why does my business need a Media Planner?

The primary objective of your Media Planner is to SAVE YOU MONEY while making sure you are only participating in the marketing, advertising, sponsorship and strategic alliance activities that are right for your unique business and customer today and as your business grows.

Social Media Marketing has recently become a very hot topic and important business trend.  The reality is that you have allocated a tremendous amount of energy to advertising your products/services, to create a customer base and community of people with whom your business has a relationship, good or bad.

Everyone with internet access is now empowered to discuss and encourage the issues they support and speak their mind on social networking platforms like Foursquare, Facebook, Twitter, LinkedIn, various blogs and news media blog sites.  Right now, people are discussing your industry, services, competitors and even possibly your own business online in their social networks and publicly contributing to a REAL brand position for your business.  Do you like what they’re saying about your business?  Even though we can’t control the conversation, we can contribute to it, to hopefully influence our audience’s feelings, thoughts and comments.

Regardless of what you say/write/advertise, its how you behave, interact & socialize with your community of customers & potential customers on social networks will shape your online reputation and how consumers perceive you.  If you choose not to participate in the social networks where your customers are discussing work, business and life, they will be having those conversations in your absence, possibly having their issues solved by your competitors who are listening and participating.

By choosing not to participate in social conversations online, or by approaching social media as an advertising tool, you’ll often position yourself squarely at the bottom of the consideration list.  Remember, online & offline rules are the same: if all else is equal, consumers will choose to do business with the PERSON they know, like and trust the most.

If you want people to trust your business and what you say about it, you will be required to contribute authentic, transparent, compassionate value to both the conversation and community.   The technical knowledge of how to set up a Facebook Fan Page can be done by any 14 year old, but only an experienced influencer and business professional can guide you through the ever-changing industry best practices and advanced knowledge of social media integration and opportunities.

How Do You Know I’m The Right Person to Guide Your Online Social Presence? Please take a look around any of my social profiles, get to know me and engage in conversations with myself & other members of my communities – I socialize with a lot of really awesome marketers, media and agency folks from around the world.  I’m really passionate about sharing the value of social media done well and a variety of other subjects including reality TV, cause marketing, celebrity/film culture, stuff that makes me upset and any of the books on my way over stuffed bookshelves.

Plus I’m a total social geek, so all the links I share on Twitter, Facebook and LinkedIn tend to be the items I’m Most Excited To Share with my friends, clients, colleagues and family, because of their tremendous value to building an active community to support your cause, business or brand.

When judging me, keep in mind that there is are few media whose audience are the clients of Media Planners & Buyers.  As a Media Planner, a TV campaign would be a waste of money for me.  But social media allows me to target very specific individuals and groups – so I’m marketing my business by socializing it; walking the talk.

How Can a Traditional Media Planner & Buyer Save Me Money? If you don’t have an advertising agency, or your advertising agency doesn’t include the services of an experienced and connected Media Planner, you or your clients may be paying much more money than you should for advertising that isn’t reaching the right audience. If your media isn’t planned carefully to reach the people most likely to purchase from your business, then much of your time and money is being wasted.

DH Partners Media Planning will work representing your best interests to:

• Clearly define your business target group – a detailed, honest and critical look at who is most likely to purchase your business products/services; now, and in the future.

• Clearly define your business advertising strategy (in collaboration with your ad agency account executive), so that you don’t waste money or time on media and marketing activities that won’t help your business grow.

• Help you select from all marketing activities available, the most effective options for you to communicate with your specific target group:
  • Direct Marketing – E-mail, networking, referral systems and sponsorships
  • Publicity – Credibility and legitimacy for your business by being featured (for free) in the content of media that your target audience regularly uses
  • Social Media Marketing – using blogs and social networking sites like Facebook, LinkedIn, Twitter and many others to market your business for a fraction of the cost of traditional media
  • Advertising – Paid traditional advertising options that speak directly to your target audience

• Help you plan the execution of the specific advertising/media activities that will reach your target audience, succeed at meeting your business objectives and that are available within your current resources of time, talent and budget.

• Negotiate discounts on the contracts from media identified as the most effective for your business needs. Occasionally, we can even negotiate discounts with media vendors mid-contract. If you need to cancel an existing contract, we often successfully negotiate to minimize or eliminate altogether financial penalties.

• Help you plan the long-term marketing and advertising strategies that will become your vision for the future of your business.

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A professional Media Planner maintains in-depth knowledge of all advertising options, ongoing relationships with representatives and knowledge of all available objective industry research resources.

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DH Partners Media Planning can negotiate discounts on your media contracts that you cannot, because we represent multiple clients that, when combined, represent a much larger potential spend for the advertising medium.

We are ready to start saving you money today.

Please CONTACT US and feel free to connect with me at Twitter, Facebook or LinkedIn

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“Debbie is a experienced sr. media planner with an eye for detail and making the right choices ensuring success for the media strategy. She is tough but fair working hard to ensure the client gets the best price and service possible. It is a pleasure to recommend Debbie to your media group. Sincerely, Ian Dobson” May 18, 2008

Ian Dobson, Vice-President Business Development, Neo Advertising

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“I know Debbie well and respect her talents as a manager, strategic thinker and person who simply gets things done. I’ve worked with Debbie in several capacities and feel confident she will make an amazing contribution to your team. If you would like to speak with me directly, I can be reached at roger@bizlaunch.ca. Sincerely, Roger Pierce, VP Marketing, BizLaunch” May 13, 2008

Roger Pierce, Owner, Biz Launch

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“Debbie was a pleasure to deal with us while I was at Dose. She was innovative in her ideas and extremely detail oriented. She also seemed very organized. Finally, Debbie is one of the few clients who responds to e-mails/phone calls on a consistent basis and is always a pleasure to deal with.” February 1, 2009

Tobias Berger, National Account Executive, Dose

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“Debbie is one of the more creative thinkers that I have come across, and her visions and ideas are more often than not supported by an ethical platform. Debbie really does want to make the world a better place through pragmatic and inspired work, and she is the type of hard worker to help any project reach completion.” January 25, 2009

Ted Grand, Director, Moksha Yoga