This is the fourth in the series of Media Truths. Each month we will highlight two things that you can do to make your media dollars work harder.
Media Truth #7: Be clear about your goals
It may seem obvious, but you would be surprised at how many times people either skip or downplay this element. It is extremely important that you are very specific about what you are trying to accomplish. Is it sales? If so, how much and over what time period? Better attendance at an event? How many more do you need over last year? Adding names to your sales database for future marketing efforts? What kind of names do you want? Highest level decision-makers, purchasing department or end user?
Before you spend a dime, make sure that you lay out what you are trying to accomplish with your advertising. Be specific about numbers and time period. It’s hard to be successful if you don’t know what success looks like.
Media Truth #8: Manage expectations
This is actually a corollary to Truth #7.
Once you set your objectives, make sure that everyone involved is on the same page. The worst thing you can do is set an objective or establish a timeline that is unrealistic. You may want people to drop everything and work on your project, but that isn’t how life (or business) works. Be clear with everyone about the goals of the project, the specific elements that need to happen and within what time period. Be ready to compromise either your goals or your timeline based on information other people bring to the project.
And remember the old saying: “Do you want it fast, cheap or good? Pick two.”
Want our point of view about a specific media topic? Let us know and we will include it in a future post.
This post was written by D. Diers, Media Director at PUSH 22.