Why the idea behind your marketing campaign should have equal priority as media purchases
Media planning and strategy are crucial components of any marketing campaign, as they help to determine how the campaign's message and concept will be distributed and received by the target audience. However, many businesses make the mistake of deciding on media purchases before the idea behind the campaign has fully taken shape, or as many agencies with a bit too much creative focus often do, after the idea is set. This approach can lead to an ineffective and disconnected campaign that fails to reach its goals and objectives.
Gradual media planning is essential for effective marketing campaigns
The key to an effective media strategy is to ensure that it aligns with the overall concept and goals of the campaign. This means that media planning and strategy should not be set in stone before the campaign is developed, but should evolve gradually as the idea takes shape. By involving media planning and strategy from the early stages of campaign development, businesses can ensure that the media strategy aligns with the overall concept and supports the campaign's goals and objectives.
For example, as the idea for a campaign begins to take shape, the media team can start researching the target audience and identify the most effective channels for reaching them. As the campaign's messaging and design are developed, the media team can adjust the strategy to ensure that the advertising creative and placement align with the overall concept.
Media choices based on the core of the idea
Involving media planning and strategy from the early stages of campaign development also allows for more flexibility and creativity in the media strategy. For example, instead of simply running traditional ads, the team might explore influencer marketing, content marketing, or other innovative tactics that align with the campaign idea. Often, good creatives tend to make these media choices as a part of the idea itself. So in many cases, this part comes naturally and and are actually necessary for the idea to work. But, that’s not something to expect all the time. By having regular meetings and status updates with the entire team, this mindset comes more easily and naturally into the process.
It's important to keep in mind that media purchases should not be decided on in isolation, but should be integrated with the rest of the campaign's elements. By gradually setting the media strategy as the idea behind a campaign takes shape, businesses can ensure that their media purchases align with their overall concept, and that the campaign has a better chance of reaching its goals and objectives.
Bang for the buck
Another key benefit of this approach is that it allows for more effective budget allocation, as the media strategy and idea are developed together, the media team can ensure that the budget is being spent in the most effective way, rather than having to adjust the budget after the fact to align with the final campaign idea, or creating an idea from what is left after setting the media budget.
All in all, Media planning and strategy are an integral part of any marketing campaign, and should not be set in stone before the campaign is developed, but evolve gradually as the idea takes shape. By involving media planning and strategy from the early stages of campaign development, businesses can ensure that the media strategy aligns with the overall concept and supports the campaign's goals and objectives. This approach will lead to more effective and cohesive marketing campaigns that ultimately drive better results.
Want to talk about an idea?
Are you in need of a good idea, marketing campaign or a communication concept? Rasmus Thuritz specializes in marketing strategy, content production, and art direction. With a focus on delivering high-quality and effective communication solutions, Thuritz helps businesses and organizations connect with their target audience and achieve their goals. Whether you're looking to improve your brand messaging, create compelling content, or elevate your visual branding, Thuritz has the skills and expertise to help you succeed. Say hello today to learn more about how Thuritz can support your communication needs.