Media Neutral Planning and Your Business
- by Career Moves PR, Marketing & Digital
- 7 Nov 2018
Media neutral planning is the process of planning marketing communications and brand messaging without any preconceived ideas about which marketing tools and channels a company uses. MNP is a specialist cross-functionalmarketing methodology driven by research, analysis, and creative insight.
Media Neutral Planning is a customer centric approach based on inclusivity, and merit, to review marketing channels when planning company communications.
Acknowledging the full spectrum of marketing possibility and capitalising on media combinations offers the marketer and customer an interactive range of media that coincides with brand messaging and a strong customer journey. As MNP understands tat a creative mix based on benefits from each marketing channel would be the most efficient route to success, the methodology begins with insights into customers, and adapting disciplines into a strategy through in-depth knowledge of media potential.
Media Neutral Planning is pertinent in leading the way to integrated marketing through taking an integrated customer experience-based view that combines practices and media outlets. From this perspective, marketer can plan the experience that they want customers to have and that they believe will lead their customers to conversion. Rather than focusing on a singular outlet, practitioners can analyse non-advertising media (such as name, packaging, stores) and communicate holistically with customers.
The market now understands the power that the consumer has and the importance within the decision making process that having influence and brand awareness holds when getting a consumer to commit to converting and buying-into your brand’s identity. When a consumer holds this difference in today, and marketers focus on standing out of the crowd, away from the noise, and up as the consumer’s problem-solver, then experimentation is key. Marketers need to look at new channels, and new ways of connecting within those channels, and integrating marketing efforts to create a strategy that embraces every relevant channel.
Utilising MNP as the connector between integrated marketing communications and customer relationship management offers a consumer-first model when constructing media strategy. When marketers choose to look beyond the marketing channel and into the elements of the strategy that will press the consumer, they create holistic brand awareness that presses the consumer through the purchasing process and creates marketing packs that appeal to their customers needs.
The core message of any company should be what drives brand messaging and marketing. What does the brand offer consumers that other companies fail to achieve? What is the company differentiation in the service provided? Why is your consumer coming to you? Incorporating the core brand messaging throughout marketing channels, that have been
creatively selected to drive business, de-silos the communication process through enabling marketing departments to work collaboratively to achieving brand objectives. Now marketing is moving away from specialist identifies and towards a combined effort that identifies weak-points within the market and creates a strategy that balances media efforts.
When choosing the creative mix of media that will complete the company’s communication with the public, marketers need to consider the consumer path, right to measuring their own ROI through asking the following questions and ensure that the same brand messaging is filtered through each chosen medium:
How efficiently does the desired target audience access the medium?
Does the medium cut through the noise?
Does the medium and messaging work hand-in-hand?
How easily can the audience respond?
How are you measuring your ROI to justify the strategy?
Successful media neutrality in communications planning relies on marketers considering each medium as a potential players dependent on consumer circumstance and situation within the market. Only once the mix of communication outlets has been decided in a strategic layout can companies begin choosing media to release on the channels. Adopting media neutral planning is so important in today’s media world as companies do need to innovate, differentiating acompany relies on breaking convention in a way that appeals to consumers. Funnily enough, to differentiate a company from the market, marketers must understand what makes the company different. Identifying a company’s difference lies in the core brand messaging and ensuring that the unique elements are brought to the forefront of brand communications.