Determining Media Mix
In this episode, Miranda Ochsner, Director of Paid Media at Hedy & Hopp, joins Jenny to discuss how to determine the optimal media mix for your organization. At H&H, we frequently work with clients across a wide range of budgets—from under $10,000 to over $1,000,000. Our recommendations for media channels vary depending on several factors, and Miranda breaks down the key considerations and decision-making processes involved.
Key Topics Discussed:
-Budget Considerations: Budget size directly influences the choice of media channels. Smaller budgets may limit traditional media opportunities, while larger budgets allow for a more comprehensive digital and traditional mix.
-Bottom Funnel Tactics: To identify these tactics, we start by researching and understanding where you can find the audience who is proactively looking for what your organization is offering.
-Traditional vs. Digital Media: Traditional media options, such as billboards or TV, can be costly and vary based on market and timing. We evaluate whether these channels are suitable based on the client's goals and market conditions.
-Hybrid Channels: Options such as Connected TV and digital radio can offer a blend of traditional and digital media, providing flexibility and precise targeting while staying HIPAA compliant.
-Audience Targeting: We rely on data and research to ensure we reach the right audience, challenging assumptions about where and who they are. This approach is especially important when clients assume that traditional media is the only option for reaching rural audiences.
Connect with Miranda:
LinkedIn: / mirandamochsner
Connect with Jenny:
Email: [email protected]
LinkedIn: / jennybristow
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