In 2023, I had the opportunity to be part of the team that won the Young Media & Channel Expert (YMCE) Strategy Award, organized by 360° Academy and supported by UMA (United Media Agencies). The YMCE Awards are designed to celebrate and encourage the creativity and innovation of young media strategists. They offer a platform for young marketeers to showcase their strategic thinking and gain recognition within the industry.
I had the pleasure of working alongside Samy Belakbir from Publicis Groupe. Together, we navigated the challenges of developing a compelling media strategy for Carrefour. The experience was quite challenging, but offered lessons that I believe could be valuable to anyone crafting a media strategy.
That’s why I want to share some practical tips and insights that could help you create a solid media strategy that stands out and keeps on sticking, whether you're entering a competition or simply creating a strategy to present to your clients or colleagues.
1. Give Your Strategy a Strong Title
Starting with a clear and memorable title can set a positive tone for your strategy. It helps to grasp your main idea and makes it easier for others to understand and remember your approach.
2. Take Your Time with the Briefing
Understanding the briefing thoroughly is crucial. Don’t rush through this stage—take the time to analyze it carefully and ask the advertiser any questions that arise. The more you understand the objectives and challenges, the better you can tailor your strategy to meet those needs. Don’t be afraid to challenge the briefing and/or objectives if needed.
3. Use Industry Resources for Insights
Utilize tools and resources like GFK, Nielsen, CIM, UMA, and UBA for valuable media insights. These platforms offer data that can ground your strategy in solid research. MediaSpecs is also a useful resource for inspiration and accessing rate cards. AI tools like ChatGPT can be valuable for brainstorming and refining your strategy. Don’t hesitate to use them to enhance your ideas and explore new directions.
4. Think Beyond Traditional Media
A well-rounded strategy often includes elements beyond traditional media. Consider incorporating in-store presence, sampling, or even digital innovations like the Metaverse. Even if you're unsure about the exact costs, showing that you've thought about these aspects can set your strategy apart.
5. Include a Test & Learn Approach
Incorporating a test-and-learn approach can demonstrate your ability to adapt and optimize. Showcasing smart, creative tactics that can be tested and refined adds depth to your strategy.
6. Be Smart with Ad Formats
Choosing the right ad formats can help you save on creative costs while maintaining impact. Ensure that your chosen formats fit within your budget and contribute effectively to the overall strategy.
7. Don’t Overlook Owned and Earned Media
Owned and earned media are powerful tools that are sometimes underutilized. Research what owned media the client already has and consider how it can be leveraged in your strategy. Including these can enhance the strategy’s reach and effectiveness.
8. Present with Confidence, Especially the Numbers
Confidence in your presentation, especially when discussing numbers, is key. Include estimated impact data to make your strategy as concrete as possible.
9. Focus on the Presentation, Not Just the Slides
The way you present your strategy can be more important than the slides themselves. Craft a compelling narrative and focus on how you tell the story of your strategy.
10. Be Bold and Innovative
Don’t be afraid to propose bold or unconventional ideas. Innovation often requires taking risks, and these moments can be where your strategy truly shines.
11. Anchor Your Strategy in Proven Models
Using established marketing models like AIDA, the Smarketing model, the SEE/THINK/DO/CARE framework, or the 5 W’s and 1 H (What, Why, When, Where, Who, and How) can provide a solid foundation for your strategy, ensuring all key aspects are covered.
Conclusion
I hope these tips help you in your journey to create strategies that are not only successful but also meaningful and impactful. Wether you're competing in a contest or developing strategies for clients, these insights can guide you toward creating work that stands out.
Janne Beke
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