For most CMO’s media is the largest marketing budgetary expense under direct management. Scarily it is often the least understood. With complex contractual relationships and ever increasing media channels it is difficult for budget owners to keep up with the media market and it’s inherent risks. At TrinityP3 we understand the great opportunities as well and the pitfall and have prepared this simple guide to help you on your way.
2. Develop the strategic goals. The goals should be small in number, significant yet realistic, business orientated, measureable and focused on quality of connection, and conversion to action, not just reach.
3. Express the strategic goals in a concise, clear, non-directive brief. Your agencies should have no doubt about why the brief exists, what creative latitude they have, and what the strategy needs to deliver.
5. Cross-check the strategy against the goals. Is the strategy validated via direct reference to how it will deliver to the goals outlined in the brief? If not, what needs to change?
6. Interrogate the linkage between strategic platform and channel plan. Make sure the insight is sound; that the strategy is brought to life by the proposed channel plan; that the channel plan is focused enough to make an impact; and enables paid, owned, earned and shared connections (POES).
7. When listening to the recommendation, think like your consumer – not a marketer. Always challenge your agency to put the lens of consumer reality on every insight, every channel and every anticipated behavior.