Potential business but clueless on how to promote it? A Media Plan is the answer

Launching a brand-new product in the market is a colossal task. Not only are you introducing this product to the world but you must also convince the audience of its importance in their lives. Media plays a vital tool in amplifying and spreading the message about its existence in the market. This is mainly because it helps marketers attain unscalable reach giving the required visibility to something that has been just incepted!!!

Why is media planning crucial?

The traditional way of advertising (TV, radio, outdoor, print) is passé. There are a plethora of options to choose from in today’s digital scenario that can help businesses achieve results that are closer to their goals and audience.

However, it is important to avoid getting lost amid the crowd by making wise decisions.

The Media plan is a road map for the promotional and communication activities of the business. The target is to reach the public, choose from options that are most consistent with the brand’s identity, and attain maximum efficiency in a planned and budgeted fashion.

How to put a Media plan into action?

Associate with a media partner:  

Professional media agency with years of experience knows the best market practices to make intelligent and informed decisions. A must for a new entrant, media agency helps design strategies with a competitive analysis. It is also important to have access to the latest research, and analysis tools to assess the efficiency of a campaign all of which are used at the agency.

To summarise how a media agency helps brands

• Identify the ideal Target Audience
• Devise media strategies to reach them.
• Create a media plan based on their consumption patterns
• Do Competition Analysis (direct and indirect)
• Set clear and measurable marketing goals
• Choose the right media vehicles (TV, radio, outdoor, digital)
• Budget planning
• Determine the campaign period
• Media buying - negotiating rates, value ads and placement of ads
• Monitoring and reporting campaign progress.

Media vehicles used to execute the plan

Depending on your requirements and budget, if targeted platforms are used optimally, they can produce better results than a run off the mill presence on all of them. Your brand may perform best on Facebook and Instagram but showcase abysmal performance on twitter. You need to make changes and focus on the former than the latter.

a)      Television campaigns:

Undoubtedly, the best source of advertising to achieve unattainable mass coverage and instant brand visibility.TV advertising accounts for a majority chunk of marketing sales conversion. With optimum planning and combined approach with other marketing mediums, it can be a very effective channel for your business.

b)      Social Media

Your media plan should include both organic and paid social media. With a combined approach, you can ensure there’s tenacious messaging going out in the market to keep the audience’s attention intact. The brand’s social media plan covers organic native posts on the brands’ profile page, and your ads are within paid media.

c)       Paid Social Media

Paid social media i.e promoted, featured, or sponsored content, and paid search (e.g., Google Ads). While Facebook Ads are one of the most prominent modes of paid social; Twitter, Pinterest, Instagram, and even LinkedIn are important in creating the desired buzz. They offer extended reach and traffic for brands that find their audiences on the platform

Facebook allows planning targeted reach and frequency based on budget options.

Google Ads offers in-search ads, remarketing ads that increase awareness around your brand. Choosing an optimised set of keywords, trackable links, retargeting can lead to a noticeable spike in conversion rates and ROI

d)      Print

Print media is useful when you have to promote an event, restaurant opening, brand launch parties, etc. Use high-quality images, clear messaging, and innovative design to raise a customer’s interest and suspicion level

e)      Influencers & Sponsorships

·       Find an influencer who fits your campaign criteria.

·       Is their IG page engaging? Does it have the required number of followers, do they keep engaging their audience with regular posts?

·       Work with influencers whose creative vibe matches the brand identity, so the photos or sponsored content feels organic on their feed

A media plan is a secret to the successful brand establishment and pushes consistent brand content your audience will love!!! Do not forget to add a media plan to your list when you set out to launch or rebrand a product for higher visibility and longevity.

 mayhighfilms.com