Planning media is not as hard as as it sounds, so long as we think about it in human terms. So here’s my 3 step media planning process:
- Who do I want to talk to and why?
- Where can I find them?
- What do I want to say?
If these questions are hard to answer, then we probably need to re-think what we are trying to sell. If these people don’t want to hear from us, then we need to re-think what we are trying to sell. The honest assessment of this process tells us a lot about our current plans chance of success.