The media landscape is constantly changing. New technologies and trends are emerging rapidly and existing platforms continue to evolve, providing more ways to spend your advertising budget. Today’s media plan looks far different than even last year, with more media channels, more devices, and even more opportunities to connect with shoppers. How do you find the most effective balance with an advertising budget and media plan that make sense now?
Identify Your Make or Break Strategy:
To maximize revenue growth, pinpoint your company’s make or break—the crucial element that aligns with your vision. For instance, a senior living community might focus on engaging adult children to offer a referral to their loved ones, while a resort could target corporate and event planners to drive weekday bookings. A manufacturer may want to target its messaging to appeal to C-level finance personnel, while a hospital’s make or break could be to attract top doctors. Tailor your advertising strategy to emphasize what matters most for your business.
Craft Your Media Strategy Around Your Core Audience:
Develop a targeted media plan based on your core audience. Consider where your audience shops and ensure your message is visible in those spaces. Recognize that a one-size-fits-all approach won’t suffice; customize your strategy to reach consumers at various stages of the buying cycle. Concentrate your advertising spend on platforms that engage your audience most effectively, amplifying your reach and frequency.
Embrace Innovative Ideas:
Stay abreast of technological advancements and embrace new ideas to reach consumers anytime, anywhere. Mobile technology, for example, is rapidly gaining popularity across all demographics. Allocate budget for social media, recognizing its influence on young adults who actively share information on platforms like Instagram, Snapchat, Twitter, and Facebook. Understand the unique advantages and disadvantages of each medium to optimize your marketing investment.
Optimize Results Over Time:
Advertising budgets are dynamic, requiring continuous improvement and adaptation. Track your activities, monitor key indicators, and assess results regularly. Implement timely adjustments to your media plan to enhance overall outcomes. Real-time reporting enables instant feedback on what is effective, allowing you to stay aligned with consumer attitudes and purchasing decisions.
Make Informed Decisions with Budgets in Mind:
Foster accountability by evaluating elements on your media plan for their true value. Break down your advertising budget by medium, facilitating a clear understanding of the return on investment (ROI) for each channel. Regularly review your advertising budget, making informed decisions on shifting spending to optimize the success of your overall media plan.
Take a minute to review your media plan today. Is it designed around how information is consumed now or are you relying too much on an advertising budget that has worked in the past? By taking these five things into consideration when planning your advertising budget, you can create the right media plan—one that gets the best results to achieve your goals.
Dan Gartlan helps companies of all kinds drive their business initiatives and achieve their goals with strategic marketing programs that deliver results. As President of Stevens & Tate Marketing, he has over 20 years experience across various industries, and continues to share his expertise to build brands nationwide.