Create and send standardized Insertion Orders.Visualize your flowcharts and allocation analysis.Tie placements to budget lines to make sure you don’t overspend.Once the budget is approved the detailed media planning work begins. If we had a $1M budget, it might look something like this in your media investment management software: 25%: Point of differentiation education.Marketing objectives (such as the three above)Īfter consulting with the leadership team, you decide that you are going to separate the budget according to your marketing objectives and allocate your advertising media like this:.Some common advertising considerations may include: Now that we know our marketing objectives, it’s time to think about how we want to allocate the three budget buckets mentioned above. Drive traffic to the product’s e-commerce site.Educate consumers about the product’s “points of differentiation”.Since you are bringing a new product to market, you decide that you need to break your budget into three parts: Unfortunately, most budgets are never broken down into multiple buckets. The first step to creating a superstar marketing plan is to establish the goals of the campaign. The brand is young, but the product manager has high hopes that her newest product is going to be legendary. To make this a little more tangible, let’s look at a hypothetical scenario where you are bringing a new product to market. It’s also vital to make sure the accounting department isn’t caught off-guard! Often, however, marketing budgets are not planned in detail, and as a result, the campaign falls flat. It is a critical component to ensure that your media placements align with business objectives, and it ensures that marketing investments are allocated in ways that create the most value for a brand. Planning a media budget is one of the first steps in creating an effective marketing campaign. An old mentor always used to say, “prior planning prevents p!$$ poor performance!” He was right about preparing for a military operation, but after I became a marketer, I realize he was right about a lot more…

May 2018 monthly planner set