Engage Customers With An Aligned Media Strategy

Going back to our mythical burger joint, after talking to consumers we determine that the reasons why they visit are various. Because we have not created a model that would let us determine a numerical value to each value, we just estimated levels of “very high,” “high,” etc.

For example:

In this case, both TV and Web can communicate most of the sales points. This index is used to factor the costs of each medium and arrive at a conclusion. In this case, the conclusion is that Web, search and out of home (OOH) provide a media plan that could deliver all the key messages effectively and efficiently.

This is not to say that Web, search and OOH are automatic winners. One then has to reconcile this with the metrics for each target. At best, however, this will guide media selection and help guide the creative. At worst, this might cause the agency to reconsider creative factors and conclude differently.





The Key

There are several tools that will help us in channel mix selection to determine the best strategy. The key is to remember that communication, creative and media strategies should be part of a unified persuasion strategy, not treated independently.

Other articles by Marcelo:

How to Use Product Targeting to Determine the Right Channel Mix

Using Consumer Clusters To Ramp Up ROI (part 2)

Thinking Physics to increase your ROI (part 1)

Two Guys Walk Into A Bar
?In Advertising, Persistence Wins the Day

50 Ways to Kill Your Lover…?

Brand Growth And The Randomness of It All

Boring—It’s How We Shop and Market

Brand Loyalty- The Truth About Cats and Dogs

Media Planning is Like Running the Bulls

Marcelo Salup‘s 30-plus-year career in advertising covers a wide range of everything. A wide range of roles–he began his career on the creative side, won two Addies, changed to media, included strategic planning and consumer insight and has been an agency owner several times. A wide range of venues: Spain, Latin America, international and the U.S. A wide range of clients that range from automotive to banking to electronics to fast food to soft drinks and much more. But can be summed up in four words “Only Performance is Real.” His website can be found at www.marcelosalup.com