I love this image as it lists just about every media platform that I can think of and visually shows the type of communication (one or two way) capable by each.
Yellow arrows – 2 way
Red arrows – mostly 1 way
Blue arrows – 1 way
As marketing plans go, the simplest & most effective that I’ve ever seen was written by Gary Vanerchuck. In Gary’s book Crush It, Gary outlines his version of the best marketing strategy ever. The entire chapter is 1 word…CARE.
To me, CARE means a lot of things. Care about my service, my product, my staff, pricing, competition etc. etc. etc. It also means I should care about my marketing platforms and my message. If I don’t care, then I’ll choose types of media that allow for only 1 way communication.
These one way advertising platforms are not ‘communication’ platforms…they’d be better defined as monologue platforms. While monologues are important for character development in theatre, real life people/brands who never ask a question are just boring.
So here’s the goods.
- Goals – set them
- Budget – stick to monthly budget based on your goals. (2-10% of total sales)
- Allocate – your budget per platform according to average daily media usage & target audience
- Maximize – the impact on each paid platform before adding others
- USP – Craft & Deliver your Unique Selling Proposition
- Leap – Execute your plan & engage internal and external customers