The Retail Marketer’s Guide to Kick-Ass Media Planning

The Retail Marketer’s Guide to Kick-Ass Media Planning

Jul 6, 2017 9:13:00 AM by Frode Nortvedt |0 Comment Add Comment

media-planning.jpegDigital. Print. TV. Radio. There´s an endless choice when planning how to spend your media budget. But how do you know which combination of media will provide you with the biggest return on your investment? As with many things, it comes back to excelling at the basics. Follow these fundamental rules and you'll create a solid media plan.

The Basics of Media Planning

Before moving forward with any kind of marketing plan, you need to go over the basics. First, you need to set your goals for what you want to achieve. You need to have a strong understanding of your target audience and you need to gather information on those visiting your websites, social media platforms to develop a better understanding of your demographics. While you likely already have a general understanding of these basics, it is always a good idea to brush over everything before plunging ahead with your new media planning goals.


Scheduling is sometimes an overlooked aspect of a retail marketer's media planning. Content needs to appear on certain websites, social media platforms and other online pages at specific times of the day in order to maximise exposure. However, every avenue you take for your marketing practice is going to be a bit different. Posts on Facebook have a different maximum exposure time of day than Twitter, Pinterest, YouTube or other sites. So, when creating your marketing plan, you need to make sure you not only have your own scheduling down for when to release new information and insights, but you need to have an understanding of the media you're working.


The right media marketing can deliver an exponential level of leads and potential sales. However, you should still strive to increase the overall value per campaign. When signing up to advertise content, look for a discounted rate based on more frequent advertising to boost the effect of your marketing spend. Remember that nearly everything is negotiable, so when working with publications or other networks, don't just accept the first price. See if you can negotiate different terms to give you a greater value for your marketing.

Look For a Balance

This is where far too many companies fail. You need to have balance between different forms of advertising. With the success of social media advertising or using Google AdWords, it is far too easy to fall victim to the latest and greatest marketing avenue. Keep in mind that your target audience doesn't rely solely on one media platform. Your media marketing campaign can still use print, radio and television advertisements within your demographic's key geographical area.

Allow for the Unexpected

Did you just make a big sale or did a news outlet pick up information on a product of yours and run a special on it? Take this momentum and run with it. Set aside funds within your media budget for just such an occasion. That way, you can capitalise on the event with additional coverage. By not letting your media exposure fade out after a day or two, you'll see a higher return on your marketing investment while increasing your overall level of company exposure.

It takes proper planning and understanding to fully realize the potential of your marketing efforts. By following through with the basics, you'll set yourself and your marketing campaigns up for success.

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