Caty Burgess delves into her decision-making framework for creating cohesive and effective marketing campaigns. She emphasizes the importance of balancing media choices—like television and digital ads—based on the audience and their preferences. From questioning spending allocations to ensuring cost-effectiveness without compromising on targeted reach, Caty explains how to avoid the "spray and pray" approach in favor of strategic, audience-first marketing. Gain valuable insights into what it takes to craft campaigns that resonate with viewers and deliver real results.
Key Topics:
- Cohesive Campaign Planning: Ensuring all marketing elements align for maximum impact.
- Media Allocation: Deciding the right mix of television and digital ads based on audience preferences.
- Audience-Driven Decisions: How understanding the audience dictates every marketing decision.
- Cost-Effectiveness vs. Guaranteed Reach: Why paying more for targeted reach can sometimes be the smarter choice.
- Avoiding Inefficiency: Moving away from broad, unfocused campaigns to targeted, effective strategies.
Quotes
- "It always comes down to the audience—am I reaching them in the most effective way?"
- "Cost-effective can mean paying a little more for guaranteed reach toward the audience you’re targeting."
- "If a plan has more TV than digital ads for a digital-focused audience, I’ll ask, 'Why would you do that?'"
- "You can’t just spray and pray—buying ads everywhere and hoping the audience will see it doesn’t work."
- "A cohesive campaign ensures all the elements are working together toward the same goal."
