In a recent episode from Hedy & Hopp’s podcast, “We Are, Marketing Happy,” Miranda Ochsner, Hedy & Hopp’s Director of Paid Media, joins Jenny for a discussion on identifying the best media mix for your organization. At H&H, we collaborate with clients spanning various budget ranges—from below $10,000 to above $1,000,000. Our recommendations for media channels differ based on multiple considerations, and Miranda outlines the primary factors and thought processes that shape these decisions.
Key Topics Covered:
- Budget Considerations: The size of the budget plays a significant role in selecting media channels. Smaller budgets might restrict traditional media opportunities, while larger ones can support a broader mix of digital and traditional channels.
- Bottom Funnel Tactics: To determine these tactics, we begin by analyzing where your target audience is actively searching for your organization’s offerings.
- Traditional vs. Digital Media: Traditional options, like billboards or TV, can be expensive and depend heavily on the market and timing. We assess if these are the right channels based on our client’s objectives and the market landscape.
- Hybrid Channels: Connected TV and digital radio provide a mix of traditional and digital media, combining flexibility with precise targeting and ensuring HIPAA compliance.
- Audience Targeting: We utilize data and research to effectively reach the intended audience, challenging preconceived notions about their location and demographics. This strategy is crucial when clients believe traditional media is the only method for targeting rural areas.
To gain insights on creating a tailored media mix that drives results no matter the size of your organization’s media budget, listen to the episode on Hedy & Hopp’s podcast page or their website.
