It doesn’t matter if you choose to launch your campaign with a television advert or a visual billboard in the middle of Time Square. Nor does it make too much difference which subsequent planned media you use to reinforce the initial launch; aiming to go viral across social media or a simple printed image in the Metro.
Your first media campaign will set the tone for how your current and potential audience views your brand. So you better make sure you’re ready.
As a brand or marketer, you need to ask yourself; what is the purpose of your media campaign, and how are you trying to get that message, that story, that essence to come across to those who happen upon it.
Because a media campaign consists of a combination of marketing mediums from social media to print to email it’s essential to have the WHAT of it all established so that your voice remains consistent throughout. Remember one person may be overseeing the media campaign as a whole but various members of the team will be on top of their specialities.
You will save a lot of confusion if your whole team is on the same page with what message your media campaign is aiming to express.
Establishing the correct tone of voice is equally pivotal as it outlines not only what your brand is saying but how it is being communicated on a subconscious level. Although this is more typically scrutinized in the copy, the visual images, the colours you use to represent your media campaign and much more all factor into its tone of voice.
If you stray away from the traditional green, reds and golds for a Christmas campaign and veer towards blacks and greys - your audience will likely miss the Christmas is the new Black motif and instead view you as a Grinch or worse, that you are trying too hard. Choosing to use the phraseology Happy Holidays instead of Merry Christmas, has the connotation of appealing to everyone whether or not they celebrate on December 25th.
Having your message locked airtight before you begin your media campaign will likely help answer any questions you have along the way, as it acts as a clear understanding of the overall goals.
With so many ways to breakdown and split apart an audience - it’s important to stay focused and aim to reach those who will benefit the most from your specific campaign. Today you could be looking to target women aged 18-30 who are into beauty and be tempted to expand your outreach to female lifestyle bloggers and luxury fashionistas. Doing this could risk saturating the pool of your target audience.
Pull back and stay focused. Remember, there will be another campaign to plan, launch and run tomorrow that allows you to plug all the gaps with those other categories.
If you stay targetted and define your target audience from the get-go, your media campaign will have a greater chance of successfully reaching them. Once you have highlighted WHO your ideal audience or consumer is, then you can work out the best strategy to reach them.
Research is a big part of understanding your audience because it is not enough to only know who they are at a surface level. Build on the basic information; their age and their interest, and go steps further. Are they traditional workers or do they work from home, do they live in the suburbs or are the city dwellers? Are they likely to purchase in-store, online or via an app? Do they prefer to spend money or save money? What does this mean for how they read media?
Create the persona of who you are trying to reach to better conceptualise, speak to and keep in mind as you progress with your media campaign.
So you know what you want to say through your media campaign and you have singled out who your target audience is. Next is pinpointing their media habits so you can build your campaign to make sure it reaches them.
Thankfully narrowing down the WHERE is easy enough to determine as pretty much every media channel has a unique form of background analytics constantly in operation. There are verified statistics all over the internet about who is consuming what, when and where.
If you are thinking about running the first part of your media campaign on television then it’s pivotal to make sure it plays at the right time and on the right channel. Looking to reach middle-aged? Then you shouldn’t buy an advertising slot on a Wednesday evening to go on during the break of Coronation Street.
If you want to follow up with the more recently popularised social media marketing campaigns, then every platform from Twitter to Pinterest can tell you who their most engaged users are. This takes away the guesswork so you are not wasting resources and funds on a Facebook campaign when your audience is on TikTok.
Traditional and new media marketing strategies are both effective ways to reach your target audience in 2020. With so many options available when you are planning for your first media campaign, it is essential to press pause on all your options, and think. Consider primarily who your audience is, what you want to say to them and where you can find the biggest pool of them to maximise your reach.
There are a plethora of other considerations when it comes to preparing for your first media campaign, such as getting your budget in order and finding the appropriate tool to track your results but with those three fundamentals named above, your first media campaign will be bound for success.
Once you feel like you’re in the right position to get started, check out our blog post on marketing strategy basics to give your campaign that added boost.
Say it better with Streams - we help make content clearer so you can find the inspiration for your next marketing campaign.
See trending topics here:
See inspirations here: