Read & Answer the Questions
When you prepare your material for a media company or journalist, it is your job to do the background preparation first. You should know your budget, have an idea of how much different media placements will cost, and be clear about your target reach.
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However, before you approach the media, the most important thing to have clear in your media kit are your goals for the media campaign. What do you want to achieve?
SMART goals
S – specific. This is not just about wanting to rebrand or get more business. This is about specific goals like who exactly do you want to purchase your products? How many?
M – measurable. Your goals need to have numbers/percentages attached to them. Exactly what percent of sale increase do you want? Then you will know whether or not it has happened.
A – achievable. Do your goals actually make sense for your company at this exact time in history? And is this media campaign the suitable choice?
R – realistic. Similar to achievable, this is when you check to see if it can happen without sending your company into bankruptcy.
T – time. Exactly how long are you giving your campaign to achieve the goals? One month? Six months? A year? You need to set an end date.
1. Go to the BBC advertising website www.advertising.bbcworldwide.comand read the following case studies:
• DoubleTree by Hilton
• Michelin
• HSBC
• Canon
S – specific. This is not just about wanting to rebrand or get more business. This is about specific goals like who exactly do you want to purchase your products? How many?
M – measurable. Your goals need to have numbers/percentages attached to them. Exactly what percent of sale increase do you want? Then you will know whether or not it has happened.
A – achievable. Do your goals actually make sense for your company at this exact time in history? And is this media campaign the suitable choice?
R – realistic. Similar to achievable, this is when you check to see if it can happen without sending your company into bankruptcy.
T – time. Exactly how long are you giving your campaign to achieve the goals? One month? Six months? A year? You need to set an end date.
1. Go to the BBC advertising website www.advertising.bbcworldwide.comand read the following case studies:
• DoubleTree by Hilton
• Michelin
• HSBC
• Canon
2. For each of the above case studies, answer the following questions:
• What media was chosen for the campaign?
• How was the media used in BBC?
• How did the company align with BBC?
• What media was chosen for the campaign?
• How was the media used in BBC?
• How did the company align with BBC?
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