Small Business Development Consultant

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Determining The Right Media For Your Business We
have seen it all before a new store opens and
suddenly, fliers in every post all over the
community. They have an Instagram account, a
Facebook page, and can be found on Yelp. They
put up a website and creates a Twitter account.
They have brochures for their menus, flyers for
their promotions, posters by the door, marketing
material in every sight, practically every single
online business marketing tool is activated. But
the question is, do they need all this? The
problem with most startups is the over-enthusiasm
to sell. What most businesses do is advertise
and appear in every marketing channel they can
afford. Sadly, what most businesses dont
realize is more than half of what theyre
employing might not even be working. In the end,
they manage multiple social media platforms, add
expenses to paper and stationery, and eventually
use a shotgun to hit their target market.
Photo Source Fishbowl (https//www.fishbowl.com/
media/HowTo_Media.png) This is one step most
business owners miss. Its probably also because
its not as popular. However, visualizing a day
in the life of your target market will enable you
to truly identify which form of marketing will
reach your audience. Most people take for
granted the value of creating a day-in-the-life
of your target market. With this, you can easily
determine the times of day where your audience is
most active. Moreover, you can also identify the
media your audience interacts with, allowing you
to properly advertise and market your business.
Looking at your markets media consumption leads
to the creation of a media plan. An accurate
media plan means efficient marketing at the most
controllable cost.
Photo Source https//luvlifenotlikes.files.wordp
ress.com/2014/09/smartphone-train.jpg
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For example, HANGRY is the newest restaurant in
the city. Given its price points, their target
market are 21-35 year olds, working in the city,
single, with a penchant for gastronomic
experiences. Lets create a person for this
target market and call her Marissa. Heres a
weekday in Marissas life
From this media itinerary, we can derive the
following conclusions
She is most active on Instagram Majority of
passive advertisement she passes are posters and
billboards She uses Snapchat for her lull
moments She checks in on Facebook less frequently
than other platforms
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