Media Mix: The combination of all communication means, events and activities that are used to achieve the communication goals of the campaign.
- Media strategy from Touch -> Tell -> Sell -> Care
- Sample questions to find the right Media
- Matrix: Target group, Effect, Message, Media,
- When Determining the resource mix in steps
- Tips for finding solutions
- Target group/ resource matrix
Media strategy from Touch -> Tell -> Sell -> Care
In the matrix below you can find some examples of was to influence the target-audience in each of the phases of the Customer Journey. Many of them are Media. So you can develop a media strategy based on that.
|Mouth-to-mouth||e-mail campagen||Purchase||Social media|
|Display advertisement||Social Media||Website||Special offers|
|Unique Selling Points||Request|
Sample questions to find the right media
You can convert the following research questions into interview questions:
- Which media does the target audience use?
- Which events does the target group attend?
- Which other places does the target group visit and can be used as a touchpoint? (For example, read the classic case about milk cartons as a means of communication.)
- What does the customer journey look like?
You use the answers from the above research questions as inspiration to find the right media. With these media you influence knowledge / attitude / behavior so that the goals of your plan are achieved.
Matrix: Target group, Effect, Message, Media, When
It is useful to make an overview of which message you send to whom by which media and when. You will then get an overview as below (data about the target groups etc. are not entered). If you put a column with the costs behind it, you can easily calculate what the costs are.
|Target group||Desired Effect||Message||Media||When|
Determining the Media Mix in steps
Steps for the analysis
- Mapping the current Media Mix: list which resources the organization uses now and indicate which resources it uses to reach the target group.
- Mapping touchpoints. For example, by describing a day in the life of the recipient, or by describing the Customer Journey.
- If necessary, use the Uses and Gratifications theory to determine how the target audience uses the resources: are the resources used as the sender intended, or is the target audience using the resources to satisfy their own needs – without satisfying the sender’s needs?
Tips for finding solutions
- Devise communication means & events to occupy the touchpoints in such a way that the recipient is reached and touched, so that knowledge, attitude or intended behavior are influenced as you wish.
- When coming up with a communication means, make sure that it complies with the AIDA model.
Target group/ Mediamatrix
In your campaign, you can reach different audiences and segments in different ways – with different media – and with slightly different desired effects. It is clear to bring this together in a target group / media matrix. For example:
|Media / Target group –>||30 – |
|Regular visitors||Bus travelers||Costs: Budget|
|Local Newspaper||Increase knowledge about X: name, proposition.||Increase knowledge about new proposition from X.|
|Facebook page||Increase knowledge about X: name, proposition.|
In this example, the desired effects are listed, but you can also fill in the message per target group and per resource (event) instead. (You can also fill in the message and the desired effect, but this quickly becomes confusing.)