I am a media person. Having worked in the industry for nearly all of my working career, I started in newspapers, but don’t confuse me for a “newspaper person”. I am a “media” person. During my long-tenured stint at various newspapers, I was responsible for discovering and developing an intimate knowledge of all competitive outlets. These including TV, radio, billboard, social, magazines, paid search, and non-traditional. I created a database containing pertinent information like their geographical reach, typical demographic, and audience engagement. How can you sell against something if you don’t know their strengths and weaknesses?
Mix Up Your Media
While learning about our competitors, I developed an interesting skill that I could put to use when selling “against” other media. I could suggest the advertiser utilize any media; not only the options I offered. No marketing campaign should ever live in a silo. A proper marketing mix or media mix is imperative to a successful campaign; accordingly, the best approach to any media plan is variety (but you still need to be careful not to spread yourself too thin). Your business can and should ensure a diverse marketing plan since it is ill-advised to put all your marketing dollars in once place. One sure recipe for failure would be to not diversify. Consider the consequences if the single media you chose doesn’t work; not only will your marketing dollars go to waste, but you also will not achieve your set goals.
Know Your Audience
Should every business run in every media? Absolutely not! Different media have different strengths and different audiences, and the proper media mix for your business will depend on your budget, your goals, and your ideal consumer.
Over the next few weeks, I will discuss the various pros and cons of assorted media options. Every media has both positive and negative aspects. No media is perfect. However, certain media might be more “perfect” for you.