Media Planning
Media and advertising spend has
increased by over 75% in the past 10 years, and there are more
media channels to choose from than ever before - press, outdoor,
radio, online, direct mail, viral marketing... the list goes
on.
It's seldom the case that your business is well served by working
in just one medium, and best practice has moved away from finding
what single mechanism produces the 'best' results to focussing
on the best *combination* of media for any campaign.
So what is
The most important aspect of planning
any media campaign is identifying what you want it to achieve.
A common request from businesses is that they want to have a
personalised approach that reaches the largest number of potential
clients for the cheapest cost.
Unfortunately, this 'holy grail' of media marketing is actually
not achieveable - personalised communications are, by their
very nature, more expensive and have a smaller reach. By contrast,
you can employ low cost, high volume solutions... but they won't
be personalised.
Understanding your potential customers, the profitability of
your product and your expected return on investment are all
key when planning your media campaign - once these factors have
been identified, then an effective media strategy can be developed.
How can this Effective media planning not only benefits the profile
of your business, it also makes sound financial sense. Advertising
spend can produce greater returns on investment through improved
lead generation and conversion.
Knowing what titles and channels to use can also help when maximising
your advertising budget - far better to be in the publication
that best communicates to your customers than taking a blanket
approach that is long on coverage but short on results.
If you'd like to know more, please contact
us or use our quote form
and we'll be in touch to discuss your requirements.
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