Just because you can doesn’t mean you should. This is generally good advice in all aspects of life. And it applies to advertising too. You can blow your budget to try to be everywhere—but you shouldn’t. Even those with the biggest names and biggest budgets typically don’t target every single media channel in one specific campaign.
There are several aspects you’ll need to consider before you can choose the best outlets for your campaign, so let’s dive right in.
Know the Types
Familiarize yourself with what media channels exist and are available to you. Here are some of the most common advertising outlets:
- Billboards and other outdoor advertising
- Product placement
- Leaflet drops
- Social media ads
- Website ads
- Viral videos
- And more
How to Make Your Selection
Some channels will be more accessible than others. Invest your time and money in the media types that will have the most impact on your audience.
Identify Your Goals
Whether you’re trying to increase brand awareness, launch a new product, or something in between, you have to identify your goals upfront before you can do anything else. Once you’ve done that work, you can determine what channels will help you achieve them.
Identify Your Audience
When you create a buyer persona (a fictional representation of your ideal customer), that research and information will help you understand the type of person you are targeting and the types of media they are likely to use.
Identify Your Buyer’s Journey
How do your customers decide to purchase from you? Typically, they go through what’s known as the “buyer’s journey.”
With the aid of your buyer persona, you’ll know if your customers are more likely to use the internet, read magazine and news articles, or watch TV infomercials, to get the information they need to make a decision about a purchase.
Identify Your Budget
Some media channels are more costly than others, and some are more cost-effective than others. You need to know exactly how much or how little you have to spend, because it will directly affect which channels you use, as well as when and how much.
Identify Your Timeframe
Like your budget, your schedule plays a big part in media planning. Some media types, such as viral videos, have a quick impact that won’t last and will require follow-up. Others, such as informative articles, are slow-burners.
When you’re thinking through what would be best for your campaign, keep in mind that an advertising agency’s expertise can help you with your media buying and ensure you’re getting maximum ROI.
Above all, choose what is going to give you the most bang for your buck, and make a big—and lasting—impression on your target audience.