game-changing media strategies
Strategy
Using consumer insights to define a strategic plan for communications -understanding which communication channels to use and the role of each one.
Planning
Transferring strategies in actionable plans, producing detailed media schedules and timing plans showing exactly how we would use each specific communication channel
Buying
Leveraging media-owner relationships and industry knowledge to negotiate deals and terms
Digital and Content
The core of every communication strategy – part of the plan from start to finish
consumer-centric strategy and planning
media research needs to start with the consumer, not with the brand nor the media opportunity. we use industry-leading bespoke, proprietary and third-party research to truly uncover real media insights and use these to develop game-changing campaigns for clients.
stellar media-owner relationships
did you know that most media agencies actually don’t allow media owners to enter the premises? our genuine committment to engaging with media owners and partners on a meaningful level delivers not only the best ideas but also the best deals to our clients.
what makes an amazing media strategy?
step one | analysis
using all market research available (brandmapp, tgi, effective measure) conduct desk-based research
through the limelight consumer study conduct bespoke consumer research in-field on consumers and their media habits
step two | strategy
starting with the consumer research, and the business issues, construct a consumer-focused media strategy designed to achieve the brand objectives within the time-period set
this defines the media channels we would use, the budgets we would allocate, and the tactics we would employ in the media channels
step three | planning
based on the analysis and strategy, engage with media partners in-field to design broadcaster- or publisher-specific media tactics
this produces a media schedule with detailed activity and budgeting
step four | buying
based on the media schedule and budget available, negotiate upfront direct deals with media owners delivering the best value on media investment
this produces an annual commitment, media buying orders, and placement in the publications
step five | measurement
at key intervals during the campaign, we measure consumer noting, liking, and opinion on all media activity measured in-field using the limelight consumer study
we use these insights to fine-target, to improve delivery, and to be held accountable for media spend
10 things to remember when reviewing a media strategy from your agency
There is much you, as the marketer, can still contribute to the process.
Infographic: Profile of Internet users in South Africa – debunking misconceptions
A common misconception amongst marketers is around the ages, race, and income level of people using the Internet in South Africa.