When it comes to marketing, picking an advertising medium is sort of like choosing where to eat. That is, there’s a multitude of questions you need to ask yourself to narrow down the choices. Digital or traditional platform? Sushi or steak? What’s your budget? Time constraint? Preference? There are dozens of variables to consider in your quest to find the perfect meal: one that fills your appetite and sustains you.
The problem many people face when choosing a media channel is the same one they struggle with when it comes to picking a place to eat. There’s an overwhelming number of options, uncertainties, and opportunities. Picking a media channel (or restaurant) becomes an exercise in paralysis by analysis. Brands can become more fixated on opportunity cost than on maximizing the potential of a channel.
At JXM, we know the struggle of choosing the best advertising medium, just like we know the struggle of choosing where to eat. Our strategy of better media planning helps you avoid settling for “whatever’s most convenient” and instead, choose a channel where your brand can feast.
Break free from “the usual”
Too often, we choose restaurants that are familiar to us. You’ve ordered from the same place down the street a thousand times because it’s fast, convenient, affordable, and delicious. The problem? It has diminishing returns. You’ve tried everything on the menu at this point, and you’re not really even in the mood for the usual tonight.
For a lot of brands, this example is all too familiar in the context of their advertising. They run another round of PPC ads or re-up their contract for a broad-distribution print ad because it’s what they’re used to. It’s easy and familiar, but that doesn’t mean it’s cost-effective.
Instead of defaulting to the comfortable and routine, JXM helps brands take a media agnostic approach to their marketing. No one says you need to deviate entirely from what’s familiar. Rather, we encourage brands to branch out and help them explore what’s effective. Consider it a gourmet, sit-down dinner at a luxury restaurant, where everything on the menu is made from scratch by a master chef.
What does your brand need for sustenance?
Choosing a media channel means understanding what your business is trying to accomplish and identifying the medium best-suited to accomplish it. You can’t expect to go to a taco truck and order a slice of pizza, just like you can’t run radio ads and expect a bump in click-through rates.
It’s all about context. What do you need? How can you achieve it?
In media strategy, it means looking at a whole host of variables, to name a few:
- Campaign Goals
- Creative Messaging
- Target Audience/Personas
- Geography/Market
- Competitive Analysis
- Timeline
The JXM team develops media strategies and creative based on each client’s needs and objectives. That means getting to know your appetite for advertising, understanding your business goals, and choosing the most relevant and effective media channels to achieve them. Even beyond channel selection, research in the development stage allows our team to zero in on target audiences and the ideal mediums, times, and places to reach them.
Put simply: if you’re not sure what you’re in the mood for, you can find yourself settling for anything. We encourage brands to ask themselves what they really need out of an advertising campaign.
A curated media plan, fit for your brand
When brands work with partners who take the time to carefully consider their goals and objectives, they’ll find that a curated, customized marketing approach can be revolutionary. When you understand the combination of art and science that goes into creating the perfect strategy, why settle for a buffet-style approach to advertising?
Instead, think of a well-cultivated media strategy as a curated menu and put your trust in JXM: experts who get to know your brand’s position. We’ll guide you on a journey to discover new media opportunities, while keeping a few familiar strategies that you know and appreciate. We’ll even put together a few new takes on “classics” that excite you. No matter what, it’s a great experience: one that’s satisfying from start to finish.
Get comfortable sampling new strategies
When you branch out and try new things, you become more comfortable with the concept of an agnostic advertising strategy. Instead of gravitating to what you know and what’s comfortable, you’ll have the confidence to develop a robust media strategy: one that explores new opportunities.
One of JXM’s core beliefs is wrapped around adapting, improving, and optimizing media based on performance. If your go-to media channel isn’t delivering the returns you’ve come to expect, it might be time to explore a different one, or at the very least, tweak the approach. It doesn’t need to be a drastic change, but it needs to be a meaningful one. It starts by recognizing what works for you and using that information as a jumping-off point to explore beyond the familiar with confidence.
Just like your culinary tastes evolve and expand, so too can your approach to media. Media is an evolution in which channels, targeting tactics, and budgets are fluid to achieve goals, rather than a set plan. The magic happens once a campaign goes live, and we’re able to closely monitor channel/tactic metrics to improve or enhance the performance regularly through a multifaceted campaign report auditing process.
The problem many people face when choosing a media channel is the same one they struggle with when it comes to picking a place to eat. There’s an overwhelming number of options, uncertainties, and opportunities. Picking a media channel (or restaurant) becomes an exercise in paralysis by analysis. Brands can become more fixated on opportunity cost than on maximizing the potential of a channel.
At JXM, we know the struggle of choosing the best advertising medium, just like we know the struggle of choosing where to eat. Our strategy of better media planning helps you avoid settling for “whatever’s most convenient” and instead, choose a channel where your brand can feast.
