Is Your Media Pyramid Upside Down?

Most business owners know there are three pillars to a successful media campaign. Each is incredibly important to the other… Right Media, Right Rate and the Right Message. Unfortunately, many business owners and marketing managers often start at the wrong end of the pyramid. They focus on getting media as inexpensively as possible, they hope the media used fits their target and the message comes last.

Messaging should be the start of the process and not the end, as it’s the point at which a potential consumer truly becomes a “lead”. Most big brands realize this and craft an effective message first, with the right amount of time and expertise given to the  message to ensure its success. They then target the best media for that message. So if the big brands do it, why don’t some smaller companies? The answer is often very simple… They are being “sold” media, not “buying it”. Media companies don’t have sales reps out there pitching great messaging. Their sales team’s goal is to “sell” companies their TV, radio, newspaper, etc. Once they have “sold you” they usually move on to the next sale – with fairly little thought given to the actual message.

So, how do you build your pyramid the right way? Spend time with your marketing and sales team, or a well-qualified agency like Connectivity, to develop your message first. Then you are in a much better position to start “buying” media to match the message.