Media buying is not a one-size-fits-all kind of game. Marketing campaigns involving media buying can differ in cost depending on location, type of advertising, and business sector, to name a few. One thing is sure, however: media placement can boost your exposure exponentially.
Identity Is Everything
Before you start buying airtime and print spots, you must be sure your creative is ready for public consumption. Media buying involves researching, creating, implementing, and managing the entire media placement process. The first step is to identify your audience and the details of your brand identity.
You’ll need to answer several questions to establish your identity. Look for ideas around concepts like:
- Who is your audience?
- What are their core interests?
- What is their greatest form of media intake?
- What emotions drive their purchases?
Once you’ve averted an identity crisis, you need to start building brilliant campaign messages. Your brand story is the number one priority, but exceptional branded creative is also a must. No one responds to well-placed ads if they don’t look good.
Tell Your Brand Story
To tell your brand story, you need artists posing as advertisers. We’re talking about half-art and half-science here, which isn’t an easy mix to find. You need a copywriter and graphic designer who understand consumer psychology and can create copy and images that prompt your target buyers to act.
One big mistake many make when telling their brand stories is casting their brand as the hero. Sorry, but you’re not actually the hero in your own brand story. Your hero is your buyer. They’re the one on an epic quest for products and services that soothe their pain points.
No, you’re more the Hermione Granger to their Harry Potter. The Samwise Gamgee to their Frodo Baggins. You’re the wise, steadfast partner who provides what they need when they need it. Now, you need someone who understands how to help you craft messages and images that make your buyers feel like the heroes they are.
These creative minds do exist, but you won’t find them just anywhere.
Placing your Media
Once the framework is in place, many businesses struggle with reaching out to their target audience. The multiple outreach options can leave businesses overwhelmed and confused about the most effective ways to reach their demographic. You can build billboards and post on flying blimps; you can craft television spots or place commercials in Spotify, Pandora, or YouTube commercials. Where should you even start?
Effective media buying requires research, industry expertise, media channel contacts, and experience. Audiences should be targeted with tools like demographics, geographics, and psychographics. Great media buyers use the same empathy that great creatives use to get into the minds and lives of your targets, and integrate into their daily lives.
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