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Media Planning Framework

Developing a performance media plan for a B2C model involves several steps that help to ensure the effectiveness of your advertising and marketing efforts. Here are some of the key elements:

  • Confirm Objectives: Define what you want to achieve with the promotion. Is the goal to drive immediate sales, acquire new customers, clear out old inventory, or something else? These objectives will guide your media plan.
  • Identifying Your Target Audience: Who are your customers? What are their interests, needs, and behaviors? Where do they spend their time online and offline? The more we understand your target audience, the better we can reach them.
  • Researching Media Habits: After identifying your target audience, we need to understand their media consumption habits. What channels do they use? How frequently do they use these channels? This information will help us choose the right media for your campaign.
  • Timing: When will the promotion run? Timing is important, especially for sales events. Consider factors like seasonality, holidays, and key shopping periods in your timing.
  • Budgeting: Establishing a budget is an important part of media planning. It includes deciding how much you’re willing to spend on different types of media, keeping in mind the objectives, target audience, and their media habits.
  • Message:  What will you say to your audience? Your promotional message should be clear, compelling, and speak to the needs and interests of your target audience. It should also clearly communicate the details of the offer or sale. During our discovery sessions we will review this with you.
  • Selecting the Media Mix: Based on your target audience’s media habits and your budget, we select the right mix of media.
  • Creative Elements:  Our creative team will consider what kind of visuals, text, and other creative elements will be most effective in your ads. These should align with your brand, resonate with your audience, and clearly represent the promotion. AI tools are a consideration here as well.
  • Measurement and Analysis  We will monitor key performance indicators (KPIs) for your campaign. These could include sales revenue, number of new customers, conversion rates, etc.

Remember, effective promotional media planning requires a deep understanding of your audience, strategic use of different media channels, and regular monitoring and adjusting of your plan based on performance.;

Below is our planning document that sets the stage for a successful campaign.  You may click the image to download it and review in detail. It’s a process!

Buying & Tracking Media Covers a Number of Elements. We Got This.

Overall Measurment

  • Sales Revenue
  • Return on Investment
  • CAC (Customer Acquistion Cost)
  • Website Conversion Rate
    • By Medium
    • By Channel
    • By Creative
    • By Offer
    • By Audience Segment
  • Conversion Events
    • Forms
    • Calls
    • Texts
    • Promo Codes
    • Purchases

Television Planning

  • DRTV or Spot
  • Broadcast, Cable, Satellite
  • Length: 30s or 60s
  • Online Digital (YouTube or Pre-Roll)
  • Number of Segments/Targets
  • Target Demos
  • Target Geography
  • 1st or 3rd Party Data
  • Creative Strategy
  • Reach & Frequency
  • Negotiation of Pricing
  • Added Value & Promotion
  • Measurment Strategy
  • Tracking Pixels & Attribution

Radio Planning

    • Fixed Times or Remnant
    • On-air and Streaming
    • Length: 30s or 60s
    • Number of Segments/Targets
    • Target Demos
    • Target Geography
    • Format Decisions
    • Creative Strategy
    • Reach & Frequency
    • Negotiation of Pricing
    • Added Value & Promotion
    • Measurment Strategy
    • Tracking Pixels & Attribution

    Direct Mail Planning

    • Format: Letter, post card, brochure, other promotional material
    • Mailing list research and quality
    • Target audiences; Geo and Demo
    • Design & Copy 
    • Offer- Easily seen and understood
    • Postage 
    • Printing
    • Personalization options
    • Timing
    • Tracking Mechanisms

    Paid Search Planning

    • Campaign/Keyword Structure
    • Bid Strategy
    • Landing Page Set for Conversons
    • Ad Copy
    • Offers and Promotions
    • Targeting Options
    • Competitive Analysis
    • Quality Score
    • Conversion Attribution
    • Measurement
      • Conversions
      • Cost-Per-Conversion
      • ROAS

    Digital Media Planning

    • Target audiences
    • Ad Formats
    • Budget Allocation
    • Channels and Platforms
      • Placements
      • Social
      • Video
      • Native
      • Retargeting
      • Web vs. App
    • Audience segmenting
      • 3rd party
      • 1st party
      • Interests
      • In-market
    • Creative Strategies
    • Offer Testing
    • Measurement