10 steps to create an effective communication plan for your business

media planning

Communication planning is the steps taken before launching the advertising campaign of each business. This is the factor that accounts for the highest percentage of success in the advertising campaign of each business. So the below steps of media planning will help businesses have their own strategies and are consistent with the reality of the business.

What is a media plan?

A communication plan is a summary of information including audience, goals, communication methods and specific plans for each stage and each different item. The biggest goal of the plan is to guide the implementation of the goals that the campaign has planned with the media.

Therefore, when planning media, you need to ensure the feasibility and other contingency plans to ensure that the business is able to respond to market changes.

media planning
media planning

What are the benefits of media planning?

Media planning has a number of benefits, including:

  • You’ll start and stay more organized in your advertising campaign.
  • You’ll be able to create and track your campaign budget.
  • The research you conduct in advance will allow you to better understand your audience, which in turn helps achieve your goals more effectively.
  • You will have a better understanding of what your colleagues are doing.
  • You will have a standard against which to compare future advertising campaigns.

Things to know before creating a media plan

Each business will have different operations along with the size of the business, the costs for marketing and advertising, so there will be different strategies and communication plans, but they are all aimed at bringing benefits. High profit for business.

There are many different advertising media planning models in the world. Each advertiser should choose the right model for their business to optimize costs and bring high efficiency.

Therefore, before implementing advertising communication, each business should make a plan and stick to the given plans so that the work is deployed uniformly and synchronously.

Suggested media planning steps for businesses

Step 1: Evaluate your product, service and brand

As mentioned above, each operating business will have different sizes and finances along with the popularity of the brand, which must have specific plans.

Ex: Well-known businesses and brands after many years they don’t mind spending money on advertising, they gain the brand’s popularity, so their advertising implementation is also easy and well received by the public. take.

Enterprises should determine what their products and services are and evaluate the benefits of products and services before advertising.

An overview analysis of products and services has advantages and disadvantages, so businesses can have a multi-dimensional view and firmly grasp the information to provide to the public.

media planning
media planning

Step 2 – Competitor Analysis

This is one of the first difficulties of enterprises when providing their products and services to the market. Because the market share of the business is shrinking due to competitors.

This step helps businesses evaluate what their products and services are superior to or need to overcome compared to competitors.

Analyze the success of competitors when communicating and advertising this product or service or the problems that need to be learned from competitors to prevent your business from making mistakes.

What did competitor analysis do? Doing? to have assessments and learn to help improve the communication plan of the business.

Step 3 – Define communication goals

Each business advertising campaign should define the campaign’s goal and level of accomplishment. Provide specific indicators to draw conclusions about the success of the campaign.
Here many businesses will rely on the specific SMART model as follows:

Specific – Specifically what the goal is such as: Conversion, coverage, awareness, etc.

Measurable – Can be measured: The number of people interested, the number of purchases, the conversion value…

Achievable – Measurable: Reach, Viewers or Likes….

Realistic – Reality: How is the reality achieved after the end of the campaign?

Time – focused – Focusing on the time factor: Time to be able to achieve the goals set out by the business in the communication plan.

Step 4 – Identify market segments

Each service, product, when advertised, will have to have market segments and potential markets. Because if the wrong market segment is identified, it will lead to the complete bankruptcy of the media plan.

Customer segmentation is also one of the important factors leading to the success of the business and reducing competitive pressure on competitors to help businesses succeed.

Step 5 – Identify customers and customer demographics

Determining the customer’s demographics through market survey campaigns, surveys, etc., helps to optimize the advertising and match the customers most in need.

Carefully identify the audience that the business wants to target and meet the needs and questions of customers,

Step 6 – Message conveyed to customers

Many businesses have achieved a lot of success after finishing their advertising communication campaign because of the messages the business wants to send to customers.

The message of the business helps customers understand more about them and the products and services of the business and is a way to help customers remember the brand.

Communication planning with this 6th step is very important because the ideas in this step will help the business achieve success.

To have the most perfect message towards customers, businesses need to answer and carefully analyze suggested questions such as:

  • What does it convey to customers and is it related to your products or services?
  • Is this transmission attractive and stimulating to customers?
  • Concise, short, easy to remember messages suitable for fine customs and customers.

Step 7: Identify communication channels for businesses

Communication channels will help increase accessibility, increase interaction between businesses and customers, and are decisive channels for the success of advertising campaigns.

Depending on the budget of the business to offer the lowest cost communication channels that bring the most effective advertising.

Currently, it is not uncommon for campaigns to waste too much money without bringing high efficiency to businesses, so choosing an advertising channel is also one of the steps to help businesses achieve their goals.

Step 8: Make a communication strategy suitable for your business, service and product

There are many communication tactics available to businesses. The application of communication tactics is one of the methods for businesses to evaluate the effect of brand awareness or customer attitudes and opinions.

Communication tactics are just one small step in the process, but this step will help businesses create their own path and build brand influence with customers.

media planning
media planning

Step 9: Allocate your budget

Communication is most effective when advertisers know how to allocate budget to each category to avoid waste and loss.

The budget allocation will optimize costs for the business if the advertiser makes the most detailed communication plan and saves costs for the business.

Step 10: Measure and report the communication plan

This is the final step in media planning. With these metrics, advertisers will evaluate success or failure. It is also time to make adjustments and improve the index results that are not as targeted.

With the data sent back at the end of the campaign, the advertiser will gain valuable experience with reality from customers and make assessments and edits to make other campaigns successful. .

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By Nguyen Manh Cuong

Nguyen Manh Cuong is the author and founder of the nguyendiep blog. With over 14 years of experience in Online Marketing, he now runs a number of successful websites, and occasionally shares his experience & knowledge on this blog.

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