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How To Make Offline Media Planning More Efficient And Effective

Posted by Adoroi

If you thought online marketing has taken over the world and there is no other way to reach your audience, then think again. Face to face communication is not dead, yet. Thousands of people do tune out from social media as soon as they are back from work. How do you reach them?

There are numerous ways to market your brand and let people know your message. Welcome to the world of offline media planning.Adoroi | Best Offline Media Solutions for Business

Market your offline media effectively

Here’s how to market your brand and help better the world by providing useful resources that serve the society at large.

  • Begin with research :

    Always begin with comprehensive research of your industry, competitors, media, consumer habits and what motivation responds to advertising. You can employ tools such as Nielson, SQAD, LeadTRAK, Monitor Plus, etc. Only with this information can you design an effective offline media planning strategy.

    Go through your customer list and create an ideal buyer persona. Understand the demographics of this person, their thinking patterns, behaviours and psychographics. With all this information, you can find out how best to communicate with your client and make them understand what your product can do for them.
  • Time frame :

    Whenever you are ready to market a new product, always create a realistic time frame for bringing your campaign into effect. Too often, many intricate details are overlooked and agencies skip right to the buying media part of the campaign.

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  • The budget : You have to stick to the budget set by your organization. If you think that the strategy will require more than what is already being spent, then you need to prepare your proposal of why marketing, and in effect, offline media planning needs more spends. Make sure that the proposal definitely shows how effective the extra amount in the budget can be.
    • Offline Media strategy : And finally, the crest of the whole process, media strategizing. Your strategy should take the following into account and pay attention to each one of them.
      o Offline Media plan objective :

      How do you measure whether your plan is working or not? What would you like to accomplish after all the advertising? What do you want your customers to do at the end of your advertising campaign? Seeing your goals as quantifiable objectives will help you create a solid plan of action. Examples would be, ‘visit your website to check out products’, ‘call your customer care to find out more about your services’, etc.

      Target audience : Do you know your target audience? What Offline media channels do they tune in to? Focus on those media channels.
      o Geography : Which area do you want to target using the offline media? North India, South India or specific State or City?o Seasonality: Does your industry follow a particular season? For example, if you produce winter coats, you are not going to gain much by advertising in June. Well, don’t shut down completely, because people still need to know that your brand is alive, but up the marketing in the particular season where you are needed to be active.
      o Continuity : Is continuous advertising important in the Offline Media? If yes, how much should you spend on advertising throughout the year? Will you need to increase your efforts in certain periods of time during the course of the year?
      o Offline Media : What primary offline media channels does your target audience follow? Print media or news? If they don’t follow anything particular, then that’s great! It’s never the case, so don’t get your hopes up, but, you can actually conduct an event and let people know about your services first-hand. 
      o Creatives : What creative units would be best for your Offline Media campaign? A TV advertisement? Flyers? Newspaper Ad? Outdoor? Etc What would be the specifications of these creative units? How can you improve upon already existing creatives?
      o When to run Offline Media Ad campaign : You have already seen the importance of seasons while advertising; now you need to focus on what part of the day you are going to run your campaign. Will you be speaking at an event? Or are you going to run an ad on TV? If it’s the latter, you would want to do it in the evening, since it’s the time most people tune onto TV channels. This strategy will save you quite a bit of time as well as money.
      o Measurement : Finally, how do you Track Offline Media Plan’s success rate? The increase in the number of visitors to your retail store or the number of enquiries on your product? You need to decide how you are going to measure your success rate before you begin the campaign. This is to make sure you deliver on the goals you have set for yourself.
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  • Executional considerations : Understand that there can be some unexpected external factors that might hinder your campaign. If you encounter them, how would you handle the situation? Do have a plan B?Marketing and Media Planning Software
  • Stick to what works best : Once you have measured your success rate in terms of GRPs (Gross Rating Points) and Client Acquisition, find out what worked and what did not. If you repeat this campaign, would you receive the same amount of success? If yes, stick to what works best.Top keyword Call Tracking Software | Adoroi
  • Remember to :
    o Research, research, research
    o Evaluate third-party industries
    o Consider old media campaigns
    o Evaluate current media
    o Develop customer-specific media strategies
    o Provide easy to understand information – clients can be impatient!
    o Negotiate wherever practically and realistically possible
    o Forecast results
    o Analyse the campaign before creating the budget, not the other way round
    o Make use of popular media channels

If you follow the above very-detailed, you will not go wrong in creating an effective offline media campaign. Good luck!


Topics: offline media planning