Much is being said of the volatile media world we are operating in at the moment. The GFC has created a ‘sale of the century’ in the retail world and the media industry is no different.

While there are great discounts being offered by media owners, just because something is on sale does not necessarily make it a bargain. Tight black jeans are on sale at the moment but that doesn’t mean I should buy them (for all our sakes).

My advice - avoid buying tight black jeans and consider the four fundamental principles for brands seeking a true bargain in the media market:

Angus Frazer,
Strategy Director

1. Articulate a clear strategic direction
Sounds simple but there has never been a more crucial time to be clear in the strategic direction of media. This direction should be articulated clearly and succinctly, providing justification for media channel choice.
2. Be consistent
Now more than ever people need to see consistency from brand communications. Identify the strategic direction for media and stick to it.
3. Be nimble
This is not contradictory to consistency. There are definitely media opportunities out there. Seize them, but only when they are congruent with your brand’s strategy.
4. Know what works
Brands that understand their return on marketing investment and how it impacts their business are in a strong position to reap rewards in tough times.

With these four principles, marketers can identify a true media bargain - and avoid tight black jeans. If you would like to consider how these principles can be applied to your brand, please contact Angus Frazer at Mitchells.

Thanks to: Angus Frazer