How to Plan Vehicle Scheduling

Media planning is the transmission of an advertising message to a specific target group of individuals through, precisely, the means of communication.

The planning is arranged by the mass media, choosing the most suitable medium and the most appropriate frequency.

The evaluation of media planning is calculated based on the coverage achieved from the target, the frequency with which an advertising message is broadcast during the campaign, and the GRP (cost per contact). 

How to plan your communication tools 

The communication plan is a strategic document that aims to guide all the communication activities necessary to achieve specific goals.

A good communication plan conveys the right concept at the right time, scheduling the means, budget, and timing with which the message will be conveyed.

To get into more detail, we can plan communication in 5 simple steps.

How to define objectives

If your strategy aims to capture a market share or achieve high sales, then your communication objective concerns the perception of your product by the typical customer.

The sales funnel requires several steps, the last one being the sale of the product.

The objectives of your campaigns must be:

• Specific: very detailed and not referring to something generic;
• Measurable: being able to understand in quantitative terms if the goals have been achieved or how far they are from being achieved;
• Accessible: based on what we have available;
• Realistic: they must be concrete and find confirmation in reality;
• Time-bound: they must be confined within a specific timeframe.

Goals are the foundation of communication, that is, the core of a strategy aimed at reaching the end of the funnel.

How to identify buyer personas

The communication plan must accurately identify the company’s potential customers.

You will need to describe the buyer personas, meaning the recipients of your messages, trying to segment them as much as possible.

The identification of personas involves defining groups of people based on common characteristics, providing them with what they are looking for through content.

Only in this way can you be sure to have intercepted the right potential customers to engage with.

How to choose communication channels

The message is important, but equally important are also the channels used.

The different channels can be offline and online to convey messages.

The 4Ps help in choosing the channel to convey the message: 

• Sales Promotion: it is used to push the consumption of a product at a certain moment in its life cycle, we're talking about discounts, bundle sales, gifts, contests, loyalty programs;
• Personal Selling: it is the sale of product/service carried out directly by people;
• Public Relations: that is communication actions towards an external audience that can be composed depending on the objectives of citizens, consumers, businesses, influencers, and press;
• Advertising: It is a form of paid communication that allows the dissemination of a message across various online and offline media.

Pay attention to seasonality!

A good media planner takes into account the  seasonality or periodicity that characterizes the product.

As a result, one can diversify the frequency of advertising communication.

How to set up a media plan that converts

Planning a media strategy means choosing the channels through which to convey the message.

Before choosing and buying advertising spaces, it is necessary to understand whether they are effective or not and whether they may be suitable for our product/service.

The audience targeted by the advertising must correspond to our reference target.

Once you have defined your target audience, crafted your strategy, and identified the right channels, it's important to evaluate the actual audience.

Choose the most suitable means and launch your campaigns!

How to create a content strategy 

The communication plan must include a content strategy.

A content strategy is a set of guidelines that will then have to be adapted to each medium you intend to use.

In the copy strategy, there are some fundamental concepts to follow:

• Benefit: that is, the promise. It's the reason that should prompt consumers to buy your product/service rather than the competition's; 
• Reason Why: namely the justification, the reason why consumers should believe in your promises;
• Tone of voice: creating an empathetic and emotional atmosphere around your product;
• Supporting evidence: tangible and clear proof that your product/service keeps its promise.

The closure of the advertising campaign, finally includes theanalysis of the results.

In the case of offline media , the analysis is carried out through the actual publication of the advertisements in the selected outlets.

For online media, on the other hand, the analysis can take place in real-time, and depending on what we are examining, such as newsletters, banners or ADS on social networks, we analyze engagement results with users.

Selling with Framework360

To properly set up your sales funnel, choosing the right tools is essential.

Framework360 is the first complete digital marketing platform, which will help you to create and manage, through numerous but intuitive screens and windows, various marketing tools to sell your product/service.

Thanks to Framework360, indeed, you will be able to create advertising landing pages where the traffic from the media channels you decide to invest in can land.

After registering comfortably at the following link and thus having created your environment, you will be ready to start.