When working within a budget, it can be a challenge for businesses to decide when they should be advertising. In this post, we will walk through the three different media scheduling strategies, and why they may be right for you. These strategies are continuous, flighting and pulsing.
First up, we have continuous. This strategy is pretty straight-forward. As you may imagine, continuous scheduling means that you are continuously, consistently and steadily advertising throughout the year. In relation to The Catholic Globe, this would mean advertising once or twice a month, every month. This method works well for established brands. If you are the Nike of your industry, you likely don't need an elaborate strategy. One or two ads a month, all year, will keep you in the lead with top-of-mind awareness. Basically, you'll be the first name most people think of when your industry is mentioned (ex. I say soft drinks, most people think Coke).
The next strategy we have is flighting. Flighting is indicated by periods of heavy advertising, interspersed with periods of no advertising at all. This strategy works best for seasonal products/businesses such as Christmas stores, pumpkin patches or an outdoor pool cleaning services. With this strategy, you would focus your ads on the time when your business is most busy, and then cease advertising in the off-season.
The final strategy is pulsing. This is a combination of continuous and flighting. Similar to your own pulse (hopefully), this strategy sees you advertising continuously - albeit lightly - throughout the year, with periods of higher intensity advertising during busy times. This strategy works best for products that sell year-round, but that have definitive busy seasons. For example, people buy ice cream year around, but more during the summer season. This is by far the most customizable strategy, but is also likely the most costly.
Each of these different strategies has its own pros and cons, and each business has different needs. Here at The Catholic Globe we are more than happy to work with you in order to determine what strategy is the best for your budget and your business.
First up, we have continuous. This strategy is pretty straight-forward. As you may imagine, continuous scheduling means that you are continuously, consistently and steadily advertising throughout the year. In relation to The Catholic Globe, this would mean advertising once or twice a month, every month. This method works well for established brands. If you are the Nike of your industry, you likely don't need an elaborate strategy. One or two ads a month, all year, will keep you in the lead with top-of-mind awareness. Basically, you'll be the first name most people think of when your industry is mentioned (ex. I say soft drinks, most people think Coke).
The next strategy we have is flighting. Flighting is indicated by periods of heavy advertising, interspersed with periods of no advertising at all. This strategy works best for seasonal products/businesses such as Christmas stores, pumpkin patches or an outdoor pool cleaning services. With this strategy, you would focus your ads on the time when your business is most busy, and then cease advertising in the off-season.
The final strategy is pulsing. This is a combination of continuous and flighting. Similar to your own pulse (hopefully), this strategy sees you advertising continuously - albeit lightly - throughout the year, with periods of higher intensity advertising during busy times. This strategy works best for products that sell year-round, but that have definitive busy seasons. For example, people buy ice cream year around, but more during the summer season. This is by far the most customizable strategy, but is also likely the most costly.
Each of these different strategies has its own pros and cons, and each business has different needs. Here at The Catholic Globe we are more than happy to work with you in order to determine what strategy is the best for your budget and your business.
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