Many times, we hear about the lack of success of various advertising/marketing initiatives our clients have attempted prior to hiring JH&A. It’s not uncommon to hear they spent X-dollars on a Pay Per Click, Billboard, Direct Mail, Print Advertising or E-Communications campaign and it didn’t do anything for them. PR and Earned Media certainly are not exempt either. In all cases, there are two equally important parts to this marketing equation; the medium and the message.

Medium
The medium is the actual media vehicle used and the message is the information conveyed using that vehicle. Both have to be on-target to be effective. From a media standpoint, consistency is King. So, choosing the right media mix and having an appropriate budget that will support an on-going strategic effort is paramount – there are no “one-shot-wonders” in the world of marketing.

Message
Next is the message. The message needs to creatively connect the dots between you and your customers. It should convey your company’s brand while communicating the salient, unique points of your product or service with a strong call-to-action.

If you have a great message and have managed to capture it in a creative way, but don’t have a plan to effectively get your message out via the correct mediums, to those who need to hear it – you’ve missed the mark. Conversely, if you have the funds to conduct an ongoing media campaign but don’t have the proper message, we call that, “a terrible waste of your money”.

Find out more by downloading SquareOne, GamePlan and our other useful tools and articles. Then, give us a call to find out how we can help you deliver the right message using the most effective media to reach your target audience.