
Everyone loves to talk about the creative, but it’s only half the story. Your brilliant ads won’t be effective if they aren’t backed up by a robust media strategy that reaches your target customers efficiently and effectively.
Individual needs require an individual media strategy
There is no “one size fits all” media strategy. There isn’t even a “one size fits all in this sector” media strategy. The only one that works is one that is based on your data, targeting your customers, fine tuned to meet your objectives.
When we plan an advertising campaign, client needs and objectives are always at the front of our minds. We take a data driven approach, taking all the information available to us and turn it into strategic, robust media plans. It’s not a quick or easy fix but it’s worth the effort and gets results.
How to get a winning media strategy
Media strategy is simple, right? You reach the right people for the right price. Basically yes, but if you want to turn a strategy that’s “fine” into one that’s “great”, there’s more to consider.
- REALLY know your customer. If you don’t know who your customer is, reaching them is going to be all the more difficult. Find out more about understanding your customer.
- Have clear objectives. Are you looking for response or awareness? Do you want to reach your traditional customer base or are you looking to expand your target? Knowing what you want to achieve before you start will give you a good foundation.
- Be led by data. A media platform might not feel like a natural fit but interrogate the numbers. Look at how many people it reaches and for what cost. Look at response rates and demographic breakdowns. Really exploring all your options means you’re likely to stay one step ahead of your competitors.
- Consider all platforms. Testing a new media platform is always a leap of faith, we get that. This is where an agency can really help; they’ll have access to everything you need to know about reaching your customers effectively.
- Buy efficiently. Work out how much a media platform is worth to you. It doesn’t matter if something is “cheap”, if it doesn’t effectively reach your target audience it’s a waste of money.
- Build flexibility into your media strategy. The media market is fluid, deals come and go. The most successful advertisers are the ones that are agile enough to adapt and take advantage of opportunities at short notice.
- Keep the creative to media lines of communication open. All too often media agencies only see the ad creative after a plan has been booked. Similarly, creative agencies might not be told of a high profile media position until they need to supply copy. Both scenarios are a real missed opportunity when it comes to optimising campaign performance. You don’t have to use a full service agency (though it does make it easier) but make sure your media and creative teams communicate effectively.
We love media as much as we love creative
At AJ we pay as much attention to the detail of the media strategy as we do to the creative. We wouldn’t send an ad out with a typo and we wouldn’t place an ad somewhere it doesn’t belong.
Our years of media planning and buying experience mean our clients benefit from a more considered, nuanced approach to media strategy.
Research is the foundation of every campaign. With access to the latest information across the media mix, we work tirelessly to look at every possible avenue from all angles.
As an independent agency we aren’t bound by any share deals or tie ins with media owners. Nor do we sell media ourselves. It puts us in the unique position of being able to be totally client centric. All our media recommendations and every schedule we prepare is 100% focused on meeting client objectives and delivering results.
If you think strong creative deserves a strong media strategy, get in touch to find out more.