Tips for Drafting Basic Media Strategy

“The medium is the message” wrote Marshall McLuhan in his book Understanding Media: The Extensions of Man.

Media plays a pivotal role in advertising. The right medium Money Shot could take the message to your target audience smoothly and the wrong one could make your campaign go kaput. These days innovations in media are catching the attention of consumers where the basic concept is to do justice to the product and the concept.

How to choose the right media?

When you sit down drafting a media strategy, ask yourself the following key questions:
• Is the product for the masses?
• What is the reach for the media you have chosen?
• Does your budget allow innovations?

Instead of blindly proposing a media mix comprising print, electronic and OOH; it is better to add some thought or strategy that boils down to why you have chosen a particular medium and what benefit it will bring to the end consumer. Ideally, give a benefit and the reason to support your claim.

What is the ‘strategy’ in media strategy?

Broadly, the route of a strategic media path comprises four fundamental points:
1. Evaluation
2. Engagement
3. Awareness
4. Response Orientation

Out of these, evaluation and engagement are the toughest since every product or service requires a different media. For instance, retail clients could spend on more BTL or below-the-line services yet every retail client could have a different budget. So for client A newspapers could be the best option for topical ads whereas client B could only rely on BTL services for selling his product.

What are the objectives of media strategy?
• Build Brand Awareness
• Engage Target Audience
• Nurture Brand Ethics
• Information Dissemination
• Bridging the Gap between Core Brand Values and Target Customers

Particularly for the government or PSU (Public Sector Units) clientele, media optimization should encompass two fundamental purposes of the client, namely:
• Better Reach and
• Higher Impact

What are the media verticals?

There are different media verticals that map out a comprehensive path for media mix:
• Print – Newspapers and magazines
• Print Production – Collaterals like leaflets, brochures, handouts, etc.
• OOH (Out of Home) – Hoardings, bus shelters, metro panels, in-venue branding, etc.
• Electronic Media – Radio, TV and Internet
• Social Media – Facebook, Twitter, LinkedIn, Pinterest, Tumbler, etc.
• PR – Conferences, Seminars, Luncheons, etc.
• Promotions – Contests, free gifts, etc.
• Sponsorships – Events, mall branding events, radio or TV spot programme, etc.
• Internal Communication – Often sidelined, employees are target audience too. They are the face of the company that consumers interact with daily. Mousepads, stationery, emailers, etc. are a part of intra-company media.

Is the media strategy only about choosing different media?

No. A strategy entails the following parts too:
• Media Buying
• Media Planning
• Buying the Best and Most Cost Effective Media Space
• Analytics and Insight
• Integrated Media Planning

What are the important points the media strategy note or paper should include?

Summing up, the core defining media role or the ‘strategy’ in media strategy is:

• To understand the business environment in which the brand operates.

• To chart out a comprehensive media strategy using various media buying channels based on the above understanding to maximise the reach.

• To review the effectiveness of the media campaign and adopt the changing market scenario into the communication.

• To provide timely and regular feedback and inputs to the organization so as to make the campaign better and stronger.