Business Mastery Podcast
Business is dynamic. And everything affects you and your business. Fight with your mother-in-law? Mindset struggle? Market Changes? YUP. So, we're going to talk about it all. No topic is off limits.
The goal for every episode is to offer a new and different perspective or provide actionable strategies you can implement now. On the topics you need, to help you run the small business you love, more successfully. To master your own business and to master yourself as its leader and decision maker.
Every Wednesday Dawn K. Kennedy, an attorney, author, mentor and the CEO of Convoy Road Coffee Roasters, releases a new episode for your middle of the week dose of ideas and inspiration. In 45 minutes or less.
Small bites, expert guests, big impacts.
Whether you are a new or seasoned entrepreneur, this show is about all the things around making a bigger impact with your pursuit and growing into your entrepreneurial vision.
Business Mastery Podcast
145. "Media Planning" with Jennifer Sutton
Dawn brings back Jennifer Sutton for Part III. After diving into unique selling positions and demystifying marketing vs. advertising in our previous episodes, Our marketing maven from Bright Marketing is back for Part 3! Dawn and Jennifer unpack the essential elements of media planning: the how, the why, and the when.
In this episode…
Who is Jennifer Sutton and whom does she serve? (1:05).
Branding defines the "what" and "why" of a company. Marketing determines "how" the message is conveyed. Advertising focuses on "where" the brand is promoted. Each requires intentional effort and investment. (1:34)
How does setting clear objectives for a marketing campaign impact the messaging and the actions you want people to take? (8:27)
Major phases of a marketing funnel and why has the concept been misunderstood? (12:46)
People often think about targeted ads on platforms like Facebook and YouTube, but what about local sponsorships? (19:12)
Broader reach with short bursts of advertising has a lower cost per thousand but offers less targeting. More expensive advertising targets likely customers, resulting in a higher cost per thousand. (23:59)
When planning media, consider long-term tactics like billboards, which stay up for years and build awareness over time. However, moving audiences from awareness to consideration and preference requires varied strategies.(24:01)
How often must people see an ad to register? Pre-pandemic, it was 7-12 times; post-pandemic, it rose to 20-30 times. Today, a compelling message, integrated with the medium, can achieve results with fewer exposures. (29:52)
Jennifer Sutton’s Information.
Website: https://orangewip.com/
Website: https://www.brightcomarketers.com/
Linkedin:https://www.linkedin.com/in/jenniferjsutton/
Twitter/X:https://twitter.com/JJMediaMaven
IG:https://www.instagram.com/jenniferjohnssutton/
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