Approach
Awareness and performance: two objectives, one media plan.
Awareness establishes the brand in the memory of its audiences. Performance converts demand that already exists. We plan both together, with indicators specific to each time horizon.
Why setting short term against long term is costly.
The results of conversion levers are easy to quantify and quick to see. The effects of awareness build up over time and are measured less directly. When budgets tighten, the temptation to cut what is hard to measure is real, even though part of the demand captured by conversion levers was created upstream by the brand's presence.
From first contact to purchase.
| Stage | What it aims for | Typical media |
|---|---|---|
| Visibility | Reaching a sufficient share of the target audience | TV, out-of-home, video, cinema |
| Recall | Getting the brand remembered and associated with its category | TV, out-of-home, press |
| Consideration | Bringing the brand into the options under consideration | Press, video, partner content |
| Demand generation | Turning interest into active steps | Search, social, radio |
| Conversion | Triggering the purchase or the enquiry | Search, social, short formats |
Our approach.
We first position the brand: starting awareness, competitive position, seasonality of demand. We then set an initial balance between brand investment and activation investment, presented as a hypothesis to be tested rather than as a rule. Each medium is given a role across these different levels, organised in a sequence: a brand spot followed by a promotional offer, a TV campaign relayed by search, out-of-home near the points of sale. Each objective is then measured with its own indicators, over the time horizon that corresponds to it.
What Mediagenic does, and what it leaves to others.
Mediagenic works on the brand's visibility in the media: choice of channels, weight, formats, sequence and measurement. The agency does not create brand identities, whether name, logo or guidelines: that work belongs to specialist agencies with which Mediagenic collaborates when the client so wishes.
In practice
Schilliger established its brand universe with a spring TV film, before supplementing it with Tag Ons announcing offers and special openings. Fisherman's Friend ran a single TV and digital campaign for its brand and for the Raspberry product line, with a 15-second spot and a 5-second reminder. Medinova built awareness of Hirudoid Natural through TV, before repeating the exposure in digital to support sales at points of sale.
FAQ
No medium is reserved for a single objective. TV and out-of-home often serve reach, search and social formats often serve conversion, but a time-limited radio campaign can trigger store visits. The role is defined campaign by campaign.
There is no universal ratio applicable to every category. We start from published benchmarks on advertising effectiveness, then adjust them to the category, the starting awareness and the available data.
Yes, provided the investment is concentrated on one geographical area, one period and a limited number of media rather than spreading the budget over a wide perimeter.