If you've ever set a marketing budget by just rolling over last year's number, this one's worth a read. Samuel Brealey is a UK-based marketing consultant and chartered marketer who helps businesses think properly about where - and why - they spend their media budget.
Timestamps
- [00:01] Why most media plans default to habit, not strategy
- [00:03] Signs of a bad media plan - and what a good one looks like
- [00:07] Using category entry points to understand where customers actually are
- [00:10] Brand awareness vs. sales activation - how media choice changes by objective
- [00:15] Zero-based budgeting - how to set a media budget from first principles
- [00:21] Why 6-12 month planning horizons matter
- [00:23] Measuring brand awareness vs. conversion metrics
- [00:37] The shift away from third-party data and the return of traditional media
Key links
- Samuel Brealey's website - samuelbrealey.co.uk
- Samuel on LinkedIn
- How Brands Grow by Byron Sharp - Ehrenberg-Bass Institute
Benjamin Boman
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