Media Strategy

Marketers face a changed environment. Consumers are now media producers, programmers, and distributors. The convergence of media and technology is affecting the connection between marketers and consumers in unprecedented ways. Marketers capabilities therefore need to change as new technologies transform the media value chain. In this course, you will learn about effective strategies that can engage the consumer in a conversation with your brand and maximize the value of your media budget. Most importantly, participants will have time to address their own consumer and competitive challenges to better understand how to develop the most effective and impactful media plans for their organizations.

The key to great media planning is to be media agnostic. Media plans are not just concepts, it is a creative enterprise that can drive campaign ideas as well as identify new platforms where the ideas can thrive. Media planning must therefore be thought of as the engine that drives a solid strategic approach. The plan is your investment strategy. It is where your budget is spent to achieve superior results. As such, the course will also explore best working practices between marketers and agencies to best ensure that strong strategy is converted into inspired, well integrated media plans.

In this course, you will learn about effective strategies to engage the consumer in a conversation with your brand and maximize the value of your media budget. Where are your customers today? What media fits their busy lifestyles? The goal today is about integrating a plan across multiple consumer touch points. This course provides insight into how to build a customer-driven media plan that connects with your customers across multiple media vehicles and platforms. Participants will address their own customer and competitive challenges to harness the best thinking to developing the most effective and impactful media plans.

Who Is This Course For?

Designed for a wide range of executives who control budgets focused on connecting with consumers, this workshop is highly beneficial for those who have brand authority to maximize brand sales. This course is particularly valuable for junior to mid-level media and marketing managers who wish to elevate their understanding of media planning, directors who are responsible for overseeing the development and approval of strategic media plans or others wishing to gain a greater understanding of the principles behind effective customer communication planning.

Key Takeaways

• Understand how the media business and agencies work. Know how to work with agencies to develop the best media plan for your brand.
• Understand targeting - demographic and geographic - to better match the media you choose to the media your customers use.
• Focus on customer-centricity as the starting point in brand communication
• Understand the difference between marketing and media strategy. Grasp how to select the best media strategy for your brand.
• Learn about the new range of digital media platforms available to reach your customers
• Know how to evaluate a media plan and a media buy
• Understand what integrated media planning is and does. Know how to evaluate various media mix options in planning and buying.
• Learn about the characteristics and trade-offs of different media channels and platforms
• Integrate metrics into your media planning, buying and evaluation. Know metric options available and how to build a results oriented component into your campaign

When

Where

Reed Smith LLP
599 Lexington Avenue
22nd Floor
New York, NY 10022

Registration Pricing

Early-bird pricing is in effect through 10/15/2012

Agenda

Agenda is pending.