Marketing Formula 101: Media Reach

Where, When & How Do You Want To Say To Them?


The Key Role of Media Reach

After Targeting and Messaging, the third major component of our Basic Marketing Formula considers media reach.  In other words, once you know who you want to talk to, and what you want to say to them, now we need to answer the question, “Where, when, and how will we say it to them?”

In our Local Marketing Blog, we’ve previously discussed the Art & Science of Marketing.  And we’ve established that while messaging strategy is really still very artistic in nature, targeting and reach have become much more scientific.

The Most Common Media Plan Mistake

Media is where you tend to encounter the most salespeople.  There simply aren’t a lot of people out selling targeting or messaging on its own.  So reach is the stage where the most selling happens.

But buying the reach first and only then figuring out if it’s a good fit for your best prospects and jamming together messaging is a ready, fire, aim approach.  Don’t make this mistake.

Common Elements of a Digital Media Plan

The Bullseye Marketing Method we’ve developed over the last decade provides a structure for building your media plan, and then narrowing from a wider range of options down to what is working most effectively and efficiently for you.

It involves considering which of the following media reach options are plausible for your situation, and then developing initial tests of each vehicle:

This list is by no means exhaustive, but it provides a good illustration of the many choices available.

How Media Strategy Fits In With the Overall Marketing Formula

As you consider media strategy, realize it’s only 1 element in our basic marketing formula:


Once you know who you want to talk to, what you want to say to them, and how, where and when to say it to them for best results – it’s time to think about establishing frequency through re-marketing to maximize the effectiveness of your media spend.  We explore that further in this related post.

Here is a quick reference to all the posts in this Marketing Formula 101 series:



REACH (This Post)

RE-MARKETING (Next Post in This Series)


We Invest In You Before You Invest In Us

If you’d like to talk more about our Basic Marketing Formula, we’re always happy to schedule a free initial marketing consultation.  Or connect with us in whatever way works best for you.

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Steven Ludwig
After 3 decades as a professional marketer, serial entrepreneur and business consultant Steven Ludwig shares his best practices for small business marketing for owners, managers, and marketers with limited time, money, and expertise. Steven started his professional marketing career in broadcasting in the early ‘90s in Chicago after attending Valparaiso University. After a brief stint at an advertising agency specializing in entertainment and sports marketing where he worked with radio and television stations, movie theatre companies, record labels, musicians, and professional sports teams, he moved to Nashville to form The Marketing Group with his long-time business partner, Jim Wood. Having worked with some of the largest brands in the world, in 2010 he returned to local marketing primarily out of an interest and excitement for working with small business owners to build stronger companies. That desire comes out of early days in radio, where he worked closely with everything from car dealerships to restaurants, insurance and real estate agents, banks, home services companies, and specialty retailers of all kinds. Over the past decade, he has been on the bleeding edge of digital marketing technology, constantly seeking to understand complex strategies employed by giant corporations and then translate those capabilities into tactics small businesses can execute at a local level. Today, in addition to other business ventures with his wife and other long-time business partners, he still lives outside Nashville in Franklin, Tennessee and currently serves as Executive Chairman of EmpowerLocal, a digital marketing company building a nationwide network of digital, hyperlocal news and lifestyle publishers to provide efficient advertising opportunities for local, regional, and national brands.


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