Match the objectives to the media.

Once customer value is determined, it’s time to identify the objectives that you wish to accomplish, and determine how to marry those goals with individual mediums. This step entails reviewing your contact strategy and determining how each vehicle can play a role. In most instances a combination of media will do the trick, since certain media are more effective at accomplishing certain objectives.

Here are some important questions to ask as you proceed through the objective setting process:

• Is a frequency strategy necessary?
• Do we need multiple touch points to create the outcome we desire?
• Do we have a high enough percentage of e-mail addresses to utilize e-mail as a stand-alone communication, or does e-mail need to be considered as an overlay?
• How difficult is the sales process, and how many steps of communications will be required to get prospects from start to finish?
• What media will most effectively reach our target groups in a cost efficient manner?