3 Ways to Make the Most of Your Small Advertising Media Budget
Updated: Oct 6, 2020
Since launching Strike 2, I’ve had the pleasure of working with quite a few founders and company leaders. Without fail, all share that same entrepreneurial spirit. Big optimism. Big energy. Big vision. It’s contagious. And being able to work with these types of people is one of the main reasons we created Strike 2 in the first place.
Ironically, partnering with an agency is often one of the first times a new company has to move from romantic, big picture thinking to practicality and pragmatism. It doesn’t matter how bright your vision for changing the world may be—your early phase budget, well, doesn’t give a damn.
Now, if you’ve happened across this blog because you, too, are unable to consider the potential of your advertising media plan without hearing a sad trombone sound effect in your head, consider us the phone booth to your marketing Clark Kent…your Clarketing Kent. (Sorry, couldn’t resist).
Bear in mind these three things before your creative partner (ideally, us) even puts pen to paper, and your advertising campaign will be poised to make an impact, no matter how small scrappy/nimble/right-sized your budget may be.
1. To go big, go small. Sure, your budget may make you feel like a small fish in a big, crowded pond, but all you have to do is find a smaller pond! And be specific. You may believe that your brand/product/organization is relevant to everyone (hate to break it to you--that's not likely), but for the purpose of a campaign with limited resources, you’ll need to target a highly specific audience. Location, gender, age, interests—the more nuanced you can be, the farther your budget will go.
2. Prioritize a platform. Social media has made dozens of advertising platforms accessible to companies large and small and it’s tempting to shoot for campaign-reach across every one of them. Resist the urge; it will only spread you thin. Strategize. Choose the one or two mediums that make the most sense for your message and your target, and spend your money there.
3. Housekeeping comes first. You could flawlessly build a target audience, pick the perfect platform to communicate your message and even have great creative lined up. If your internal channels are not optimized to accomplish your objective, it’s all for naught. For example, if you’re trying to drive sales, but your website doesn’t feature a quick and easy path to purchase, or you want to build your social audience but you haven’t been actively posting in the lead up to your campaign—you’ve wasted your ad spend. Before you do anything, make sure your house is in order.
And that’s it! Follow these easy steps and you’ll be well on your way to making the most of your media budget, no matter how bootstrapped you may be. The only other thing you’ll need to bring it all together is a badass creative partner. Now if you only knew where to find one of those…