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Media Planning: Key components to a good strategy

In our previous blog post on Media Planning, we discussed the basic steps that you need to take in canonical order to effectively build your promotional Media Plan.

In this edition, we will share some key components that will timelessly help you build and fine-tune your Media Planning with a good strategy.

1. Your Media Planning Budget

Media Planning Budget - Rmw

As annoying as this may sound, this always has been and will always be the first question. Once you can lock in the amount that you want to spend, it will influence every other aspect of your distribution plan. This includes Platforms of publication, frequency of publication, and production quality of content.

2. Your Media Scheduling Strategy

Media Scheduling Strategy - Rmw

Building a pre-determined media publishing, distribution, and promotional schedule is very important. This schedule will include your regular publishing content as well as some specific days that hold a key relevance to your products, services, and your target audience.

This schedule will also help your creative teams visualise a roadmap for the content that they have to produce before it is needed. This would enable you to build all relevant content before time which will also act as a buffer.

It also helps you in maintaining a consistent publication and distribution pattern.

3. Your Buyer Persona

As your product or service serves a specific purpose, your customers are also equally (If not more) specific. This is why it is important to intimately understand your target audience. The best way to go about this is by building a ‘Buyer Persona’.

This is a very common and effective practice employed by the best Advertising Agencies.

You identify your customer/buyer using several data points and build single or multiple personalities that best represent the mindset of your target audience. These data points usually include the following:

  • Demographic Pointers: Information usually indicating Age, location, and Income.
  • Background Indicators: Career trajectory and Lifestyle
  • Identity: Communication preferences and Social Media Platforms.
  • Aspirations: Personal and Professional.
  • Challenges: Roadblocks or gaps preventing them from achieving their goals.

4. Your SMART goals

Your SMART goals - Rmw

No this has nothing to do with A.I. (yet).

This is a popular acronym used not just for its convenient name but also its relevance and utility. Here, SMART stands for ‘Specific, Measurable, Attainable, Relevant, and Time-Bound’.

It is
important to determine your goals before you start because that is what helps
in guiding you and your team. It also enables you to send the right message
across to your customer as you need them to execute a specific action.

It’s not
rocket science, you just have to make sure that you have a clear understanding
of what you want the outcome of your promotional campaign to be.

This is what it should look like: 

  • Specific: We want the campaign to generate sales queries.
  • Measurable: We want to gain 20,000 new followers for our social media platforms.
  • Attainable: We previously had an engagement rate of 40%, we want to bring it up to 50%.
  • Relevant: We want to improve our overall brand reputation.
  • Time-Bound: We want to achieve these goals within 4 months.

5. Your Historical Data

Historical Data - Rmw

To get to where you want to be, you must first know where you’re coming from. It’s always a healthy and constructive practice to visit historical data to get a base measure.

For example, you can visit the analytics page of your social media handles to see which posts generated the most engagement and converted into potential leads. Similarly, you can do the same with your Newspaper Print Advertising by comparing your publishing calendar with query generation.

These notes will help you build a more effective media planning strategy for your content.

6. Your Media Mix

Once you have developed a clear understanding of your customers, determined a Budget, built a comprehensive content schedule and set your SMART Goals. You can now determine the right mix of media distribution and publication platforms.

Your conventional choices are usually as follows:

  1. Newspaper Print Advertising
  2. Radio Advertising
  3. TV Advertising
  4. Outdoor Advertising
  5. Social Media Advertising
  6. Blogs/Newsletters
  7. Search Engine Advertising

Based on your findings and budget, you will have to determine the best mix of promotional platforms to achieve your Media Planning goals within a pre-determined timeline.

Ritz Media World provides Media Planning and promotional strategies that have earned us the title of ‘The best Advertising Agency in Delhi and NCR’.

We have also been awarded by the Economic Times as ‘The Most Trusted Advertising Agency in Delhi & NCR’ for the year 2022.

You can reach out to us directly via our contact us page, or give us a call by clicking on the number given in the footer.

Until then. Happy Advertising!

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