Choosing the right medium typically hinges on three key factors: audience, budget and the message itself. Keep the following points in mind as you determine which medium (or media) is right for your brand’s overall message and tone.
Consider the audience first
Who exactly are you trying to reach? Meeting your customer exactly where they are is the most crucial part of choosing an advertising medium. Naturally, it’s also where you should focus the bulk of your research. If you haven’t done so already, create a customer persona for your target audience.
Go beyond basic demographic data and look at how your audience can interact with your brand. You should know everything from their go-to social media site all the way down to the hashtags they use. Advertising campaigns fall flat if they aren’t seen by the people who need to see them the most. Do your research, know your audience inside out and be ready to adjust these personas to reflect reality. Humans aren’t static, and neither are their circumstances, needs or interests.
Stick to your budget
Budget is always a key consideration when it comes to advertising. While you may have a limited budget, your marketing options aren’t limited. Your budget doesn’t have to determine what you can do and how far you can reach.
Rather than limiting yourself to one medium, aim high within reach and develop a spending ratio that allows you to achieve more exposure. Investing in continuous Facebook ads may be more effective for your brand than putting all your eggs in one basket and blowing your budget on a single TV spot. Again, consider your audience and budget your efforts accordingly.
Develop your message with goals in mind
Whether you’re working to generate brand awareness, inspire newsletter sign-ups or make a sale, you need to clearly define the purpose of your message before selecting a medium. Create a mission that guides your message and then select a platform accordingly.
For example, if you’re introducing a new product, short snippets of content in the form of informational videos could be incredibly effective. If you’ve already got an audience that’s aware of your product or brand, you might consider enticing them with special offers in the form of social media posts. Use your overall goals to determine both the message and its placement.
Your audience is active on multiple communication channels, but they are bombarded by information at every turn.
Although getting your message out there has never been easier, ensuring that the right people see it is more challenging than ever. Need help choosing the right medium for your message? Say hello to Spin Creative and activate your target audience by meeting them exactly where they are.
About Us
Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.
