by: David L. Smith, Mediasmith, Inc.

Pay Attention to objectives and data collection

Consider the media objectives as you would a mechanical for creative. These objectives direct all future on the plan.

Outstanding media strategies and plans stem from meticulously constructed media objectives. The best objective statements are based on solid and quantifiable data points. Strive to translate your findings into differentiated media objectives, setting the product or service apart from the competition.

Examine all available marketing information to establish the most solid marketing substratum possible. This can lead to unique media/marketing strategies. In addition, creative development, sales, and promotion.

Analysis should include, but not be limited to:

• Historical research and tracking studies.
• Geographic sales data to establish market priorities and the regional skew of sales within markets.
• Target audience, defining both large volume targets and smaller, segmented targets with high per capita consumption.
• Delineation of seasonal trends, trade factors and understanding of the competition.

Examine all conceivable media versus the objectives

Empty your mind of media stereotypes. Look under all or the rocks. Search for unique ways to use proven vehicles. Don’t assume that cable is a frequency medium but cannot deliver reach. Don’t assume that magazines are a reach medium and that high frequency levels are unattainable. Consider media not used by the competition. Created and edge.

Look at innovative and proven media solutions that have been used by others. Don’t be too proud to borrow a good idea.

When executing, place a premium on foreground media

Don’t fail into the trap of limiting your buys to tonnage at low prices. Consider paying a premium for meaningful impact.

Don’t forget frequency

It takes more that one exposure to break through. Any vehicle worth using once is worth repeating often. If using special events or one time opportunities must be used, schedule your message multiple times within the event.

Hold all media accountable

Communicate objectives to media to improve the flow of ideas.

Obtain guarantees.

Do post analysis to determine whether the media have delivered.

Use technology wherever possible

It allows you to evaluate more areas in greater depth.

Work harder that anyone else