The role of media planning is to determine the best combination of media to achieve the marketing campaign objectives. Whilst it shouldn’t be approached until you have a stringent marketing strategy in place, it should be considered alongside the campaigns that are being created. Getting the balance of what budget to spend on the creative and what to spend on media is essential. Having a great, creative campaign with no budget for media leads to failed communications. As does having lots of media planned without having yet conceived a brilliant campaign with the right messaging.
Typically, media planning is done by an agency, but if the resources are available in-house, it can also be done using the company’s internal expertise. There are benefits to both approaches. A media buying agency will have access to the broadest set of advertising inventory, and very often, with the most attractive rate-card. That said, if you have an unrivalled knowledge of the business, and the needs and motivations of its customers, then you might find you can buy the most effective media, with guidance, to share your brand story and attract your target audience.
We work with businesses to help formulate a media plan that complements the communications objectives, within budget. This process can either be project-based or done on a retained basis, where we work with you, in-house, as a retained CMO (Chief Marketing Officer) to achieve the most effective return from your campaigns and media planning. To find out more, contact us on the details below.
