Tips for Developing a Media Plan for Small Business


Media planning and strategy could be a daunting subject. Not only will you need to identify which media channels to use in order to effectively get the message across, but you’ll also need to ensure that the strategies you use will stay true to the company brand development. This article gives tips in media planning and strategy to help you identify what course of action to take.

Identifying your target audience

Make sure that you identify which part of the population you want to reach in your ad campaigns. Conduct market research so you can identify demographics (which identifies the age, gender, race, and other such characteristics of your audience) as well as psychographics (your audience’s beliefs, personal characteristics, interests, buying habits). That way, you can come up with ads and choose the media channels that will be able to reach your target audience effectively.

Identifying your objectives

Make sure to identify what your marketing objectives are so you can structure your plans so you can reach your goal. Make sure that the objectives you come up with are in line with the results your client wants to get.

Setting a budget

All advertising campaigns have budget constraints. Make sure to identify your minimum and maximum budget constraints in media planning and strategy so that you will be able to know just how much room you have to maneuver when it comes to the extent of reach of your ad campaigns.

Identifying media channels

What media channels will you be using in order to get your message across? Aside from traditional media (i.e. TV, radio, and print ads), you also can tap into new media and social media. Each channel has corresponding costs, so make sure that you take your budget in mind when identifying which media channels to tap into.

Developing a schedule of ad appearances

You will also need to devise a schedule that lists down the frequency of ad appearances in each media channel the ads will be showing up in. This is particularly important in an ongoing ad campaign, since you will want to make sure that the ads will deployed on time according to plan. Again, keep budget in mind, since the higher the number of appearances, the more you will need to pay.

Some companies opt for strategic ad appearances; instead of going for quantity, they instead use market research data in order to identify what the best time is in order for their ads to appear in. That way, they will be able to reach the people they’re targeting without wasting money on ad appearances that their target audience won’t actually be exposed to.

Remember that in media planning and strategy, you are effectively tasked with coming up with methods that will maximize advertising response and minimize costs. This will require you to show both creativity and exactness so you can come up with a plan that will effectively pull the attention of the target audience without compromising the business side of things.