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How to Mix Media Like a Pro

Posted by Jenna Bruce on Mon, May 15, 2017 @ 01:59 PM

Inlast week’s blogpost I talked about what media mixing is and why you should be doing it. This week, let’s dive into how to go about it.

Though I’ll break it down more as we go, the KEY to determining the right mix of media is to think about who it is you’re trying to reach and uncover how they like to get their information. There is NO sense spending money on the wrong channels and sending your message/offer where no one will pay attention to them.

It’s a Customer-Centric Strategy

When you start to think about whether you should use OOH, TV, radio, newspapers, magazines, email, social media, or mobile, make sure you know which channels will be the best at getting your target audience’s attention.

Stop Asking the Wrong Questions

So often our clients will ask questions like, “Should we advertise on Facebook?” or “How much ad spend should we put toward inserts?” These are the wrong questions to ask. The most important questions to ask yourself before developing a mixed media campaign are:

  • Who is my target audience?Attractive woman thinking on grey background.jpeg
  • Where do they go to get information?
  • Where are they in your sales funnel?
  • What time of day are they most available to hear your message and take action?

Discovering these answers will make the difference between a campaign flop and a campaign homerun. At the end of the day, you shouldn’t want to use a channel because it’s the new media darling; you should use a channel because it will reach the right people at the right time with the right message.

Understand Human Behavior in General

While it is evident that consumer behavior can and does change over time, it doesn’t necessarily change that fast or that much.

Case in point: David Ogilvy made a name for himself as a master of print advertising during the heyday of radio and TV. While most people were touting the benefits of these newer, shiner channels, Ogilvy successfully launched print campaigns for brands like Dove, Rolls-Royce, and Shell, and he became a legend in the process.

The same trends are happening today. While social media and mobile are getting more and more attention, consumers have adopted these new trends slowly. Plenty of consumers still read print publications and use desktops.

The moral of the story is, always consider new trends that come along, but don’t neglect those prospects who are slower to adopt them. Reach out to them the “old fashioned” way and be handsomely rewarded.

Mind Your Business

When it comes to taking the advice of advertising experts – us included – you should take lessons with a grain of salt. Just because Moz publishes a case study about their latest success with search engine optimization (SEO) tactics, doesn’t mean your company will be successful with SEO. Why? Because you most likely have a different target audience and different messaging.

By all means, take a look around to see what’s working for others – particularly your own competition – and listen to what the experts have to say, this will definitely expose you to possible channels and strategies.

But ALWAYS understand that your business is unique and what really matters is engaging your customers and prospects in a way that is effective.

Test

Focus groups and marketing gurus are helpful, in theory, but the only way to tell what media will work for your business is to test the waters. It’s always a good idea to use a 10% - 20% of your marketing budget to run exploratory campaigns to determine if a channel you suspect will be effective, will be. Never roll out a new mixed media campaign without testing small first. This is the only way to safely determine if a new media will capture your audience’s attention.

Understand the Rules

Once you’ve determined your target audience and which channels they prefer to receive information, you’ve got to clearly understand the rules of those selected channels. For instance, you don’t run a Facebook ad campaign in the same way you run a direct mail campaign, and vice versa.

Before you launch, study your channels and know how best to leverage each platform. Your ultimate goal is to adapt your messaging to what your audience expects on each different channel.

Embrace a Long Game Approach

You should think of each separate channel as your short game and your overall integrated multi-channel campaigns as your long game. Though delivering messaging across a range of channels is more effective, it takes time to select the right channels and strategies, test them, tweak them and roll them out. Remember - have patience. You won’t see results overnight.

If you follow these rules, you will see success. Just make sure your overall message and brand image is recognizable over all channels so your audience can recognize you.

Now get mixing.

Topics: advertising, integrated marketing, target audience, print ads, Media Mix, targeting

Media Mixing: It’s Easier Than You Think

Posted by Jenna Bruce on Fri, May 12, 2017 @ 09:31 AM

Digital technology and the Internet have changed how consumers get information. While in the past, most relied on one or two main channels for information gathering; today’s consumers rely on far more.

If you want to ensure you reach your target audience at the right time with the right messaging, you’ve got to employ the right media mix to do it. Despite what many marketers think, media mixing doesn’t have to be difficult.

What is It?

When I talk about media mixing, what do I mean exactly? In visual art, sometimes an artist will use mixed media such as paint, ink, and collage to get their vision and point across. Advertising, being a little bit science and a little bit art, can also mix medias (print, radio, social media, websites, email, direct mail, OOH) to get a brand message across. Combining these channels allows advertisers to communicate effectively to different prospects at different stages of the buying funnel.

Why Do It?human hand making a business word puzzle.jpeg

The question, “Why bother with media mixing?” can be simply answered: To get the right message in front of the right audience at the right time. A mix that might work for one audience might not for another.

For instance: Let’s say you want to reach a national audience. You might combine national newspapers with radio and television spots. This same mix will not necessarily work if you wanted to reach a specific niche, such as technical directors. In this instance, you may want to mix business magazines with content publishing on LinkedIn and direct mail.

As mentioned earlier, media mixing not only gets your offer in front of the right audience, but at the right time, ie at various stages of the buying cycle. Gaining access to your audience is only half the battle; you’ve still got to time your messaging just right.

At the beginning of any buying cycle, a prospect is simply looking for information about a product or service. They may use social media, consumer review websites, or even visit trade shows. It’s important you have information available in these places they choose to visit. You’re not trying to sell in this beginning buying stage, merely raise awareness about your brand.

In the next stage of the buying process, prospects may notice you and show an interest in what you have to offer. Once they’ve reach this stage, you can use a completely different mix of media to nurture them and move them farther down the sales funnel, ever close to making that final buying decision. Media at this stage might include email offers, videos, and print ads with included URLs or QR codes.

Make a Salad – Not a TV Dinner

The real effectiveness of media mixing lies in the ‘mixing’ or integration of channels. An integrated campaign ensures all of your components are working together to communicate a consistent message at every step of the buying journey. That means at any touch point consumers can instantly recognize your brand (logo, colors, language), your creative themes and your marketing messages.

No matter if a prospect sees an ad in the local paper, received a direct mail piece, sees a billboard, hears a radio spot, reads a Tweet, or views a Youtube video, they will recognize all of the communication is coming from the same source. And each channel supports and reinforces all the others, creating a robust and dynamic campaign that is sure to engage and convince your audience.

If up until this point you have stuck with one or two channels to reach your audience, it’s time to ‘mix’ things up (c’mon, I had to). In next week’s blog post, I will share a simple process for creating mixed media campaigns.

Topics: integrated marketing plan, integrate print and digital, integrated advertising campaign, Media Mix

Determining the Right Media Mix for Newbies

Posted by Jenna Bruce on Mon, Feb 20, 2017 @ 01:53 PM

 

Small business owners share one common goal: to employ highly-effective advertising that works within a limited (read: shoe-string) budget. The best way to achieve this goal is to get the right offer in front of the right audience at the right time. And the right way to do this is to use an optimum media mix.

But when it comes to determining the right mix of media, confusion generally abounds. How exactly do you integrate multiple channels to generate new sales and sustain customer value over time?

By following some specific guidelines.

  1. Understand Your Product or Service Value Proposition

Before you can determine what marketing mix is best you’ve got to understand the value proposition of your specific offer. Ask yourself a few questions:

  • What problem are you solving?
  • How do you solve it?
  • What other solutions are currently in the marketplace that you must differentiate yourself from?
  1. Use Discretion When Allocating Your Marketing Budget

Many business owners spend most their time focusing on what channels to use. While mixing channels cohesively is a big part of a successful integrated campaign, you’ve got to think about budget allocation as well.

Use any historical benchmarks you may have collected to plan your budget. Analyze this data to determine whether or not certain channels helped you reach your campaign goals. This will help you plan your budget accordingly.

  1. Know Your Audience

You’ll never pick the right marketing mix if you don’t know who it is you’re trying to reach. Who is your target market? What kinds of media do they consume? How do they like to be reached? How do they NOT like to be reached? Are you a B2B or B2C company?

It’s important to create a generic profile of your ideal customer. Jot down the different personas you wish to reach, then research which channels will most effectively get the job done.

  1. Mix it Up

They don’t call it a marketing mix for nothing. Get out of your comfort zone and get creative when it comes time to choose your channels. Take a look at the research you did on your target market. Where is the best place to reach them? Online? At trade shows? In the newspaper? Via flyers or direct mailers?

The list of marketing tools you can use today is almost endless, so don’t just pick one method or channel. Think bigger and combine print ads with social media, flyers and coupons with TV ads. And finally, be certain your brand is cohesive across all channels so that your audience instantly recognizes you.

  1. Set Realistic and Measurable Goals

In order to determine if your integrated campaign has been successful, you’ve got to be able to set realistic and measurable goals. Don’t assume that after the first run of a print ad you’re going to have 30,000 prospects calling your store. That’s not realistic. But having 100 new prospects call after the third run and using a customized 1-800 number will do the trick.

SMART-goals-1.png

In today’s global landscape, where brands must fight for consumer attention, marketers must be savvy and strategic in order to get their message heard. Using the right media mix will go a long, long way to reaching your marketing objectives in the coming year and beyond.

 

Download the CMO's Guide to Integrating Print and Digital MediaDownload our guide to hiring a media provider

 

Topics: newspaper, target audience, print media, marketing, Media Mix, marketing goals