DEVELOPING YOUR OPTIMAL CHANNEL MIX AND PLAN.
A channel mix plan identifies the types of marketing channels that reach and deliver the most effective messaging to your target audience.
Done well this will also significantly assist in ensuring you attain better roi & optimisation on your marketing spend.
A channel mix plan should comprise:
• Information on what channels are most effective for your primary audience.
• Recommendations for combining different channels based on the pro’s and con’s of each.
• Information on resources available and allocations to each channel.
Why you should have a Channel Mix Plan?
It will better assure your messages reach the primiary audience, and avoid marketing wasted resources.
Using a strategic mix of channels, including both traditional and digital , will increase the repetition of your messages to your audience.
An effective mix plan better ensures that your communications present and reach your audience at the right place and at the right time.
When should the Channel Mix Plan be developed and how long does it take?
A plan can only be developed once you have undertaken a situation and customer analysis and developed your project brief (unless your mix planning is done as part of marketing planning process).
With thorough analysis and research done beforehand the process can be completed within a day.
Once the plan process is completed , your business will:
• Have determined the pro’s and con’s of the available channels.
• Better appreciate the benefits of deploying a multi-channel approach.
• Selected the optimal mix of channels to best reach your target market.
8 Essential steps to developing a channel mix plan.
1: Assess available channels
Assess what channels are available to the priority audience(s) and how effective they will be in reaching them.
At this stage, also determine the costs associated with each of the available channels, as well as how many people they reach on average with a single exposure.
2: Determine the primary audience’s habits and channel preferences.
Understand which channels the primary audience prefers and uses frequently.
3: Consider the strenghts and weaknesses of each channel.
There is no one optimal channel. Each channel has its own unique strengths and limitations.
4: Determine what channels best align with the campaign / marketing objectives.
Selection of channels is dependent on what the campaign message / project is trying to accomplish.
5: Determine your priorities for reach or intensity and type of messaging.
Determine which channels best align and deliver the balance you seek between reach and intensity.
Certain channels lend themselves to certain messages long, detailed or short ie 30 second video?
6: Select your channel mix and establish for each timing and frequency of when to use.
7: Budget & Resource
Think about what resources are available for the project / campaign and related costs for each channel.
8: Create and execute your the Channel Mix Plan.