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1. Define the objectives of your new product launch/ new campaign/new initiative. Are you trying to grow awareness of your brand? Are you trying to build brand equity? Are you trying to market a particular product line? 2. Who is the target for your plan? You are going to market to18-24 year olds a lot differently than somebody within the30-50 age group. 3. Do you know how your target consumes media and where they make their decisions? For example, do they watch TV? Are they on Facebook90% of the time? Are they on youtube creating their own channels? 4. What are the primary barriers for adoption? Is it because of awareness? Is it because of price? Is it because of believability?5. Does your creative address some of the key barriers? 6. Do you know how many people you need to reach? For example, if you need to sell1 million units and you have20 million people who are within your target, you need to make sure you reach enough people for a5% conversion rate. 7. With this written out, you can now figure out the different touch points. For a guy who is18-24, he is probably more likely to be receptive to messages online on Facebook/Youtube/Mobile ads, etc. If you are targeting middle aged women, you should probably think about print, some tv, blogs she potentially reads, ratings & reviews, etc.
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