Dawn brings back Jennifer Sutton for Part III. After diving into unique selling positions and demystifying marketing vs. advertising in our previous episodes, Our marketing maven from Bright Marketing is back for Part 3! Dawn and Jennifer unpack the essential elements of media planning: the how, the why, and the when.
In this episode…
Who is Jennifer Sutton and whom does she serve? (1:05).
Branding defines the "what" and "why" of a company. Marketing determines "how" the message is conveyed. Advertising focuses on "where" the brand is promoted. Each requires intentional effort and investment. (1:34)
How does setting clear objectives for a marketing campaign impact the messaging and the actions you want people to take? (8:27)
Major phases of a marketing funnel and why has the concept been misunderstood? (12:46)
People often think about targeted ads on platforms like Facebook and YouTube, but what about local sponsorships? (19:12)
Broader reach with short bursts of advertising has a lower cost per thousand but offers less targeting. More expensive advertising targets likely customers, resulting in a higher cost per thousand. (23:59)
When planning media, consider long-term tactics like billboards, which stay up for years and build awareness over time. However, moving audiences from awareness to consideration and preference requires varied strategies.(24:01)
How often must people see an ad to register? Pre-pandemic, it was 7-12 times; post-pandemic, it rose to 20-30 times. Today, a compelling message, integrated with the medium, can achieve results with fewer exposures. (29:52)
Jennifer Sutton’s Information.
Website: https://orangewip.com/
Website: https://www.brightcomarketers.com/
Linkedin:https://www.linkedin.com/in/jenniferjsutton/
Twitter/X:https://twitter.com/JJMediaMaven
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