What is the Marketing Channel Mix? Promotion Channel Strategy

channel mix refers to the ratio in which
we divide our resources
among the different ways we can
communicate about our product
it's a strategic document
that identifies each channel that can
contribute to delivering our message
and demonstrates the optimum mix among
them
your goal
is to maximize your reach
and your effectiveness
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within your channel mix each channel of
communication is going to serve a
different function
you'll select the channels that best
serve
each function you need to fulfill so for
example one channel may be ideal for
raising awareness of potential customers
who
don't know your product set well
whilst another channel might be ideal
for building and maintaining loyalty
among existing customers
so you'll need to create a channel mix
strategy
that will ensure your messages reach
your ideal customers in the most
effective way
it needs to set out the blend of
channels that you're going to use
what messages you'll use for each
channel
and what audience each message will
address
how your campaigns will combine channels
to build into a total campaign
and your budget for each channel
your purpose is to ensure that your
messages appear in the right place at
the right time
to reach the right audience
here's a basic eight-step process for
building your channel mix plan
first you need to assess the available
channels
what channels does your target audience
engage with and to what extent do they
engage with each channel
what are their preferences
and how much does each channel
influence them
how many people
does each channel reach per exposure
and what are the costs associated with
each channel
second you need to understand the habits
and the preferences of your target
audience
which channels do they like and prefer
which ones do they use most
and which ones do they trust the most
third you need to assess the strengths
and the weaknesses of each channel
remember you'll be building a channel
mix
so that the strengths of some channels
make up for the weaknesses of others in
building your program
and fourth you're now ready to select
the mix of channels that will best
support your promotion strategy
this strategy is likely to have multiple
components and therefore you will be
bringing together a mix of channels
that will achieve all of the components
you have
things like
influencing and persuading your audience
informing and educating them
creating a buying intent encouraging or
reinforcing behavior change
training your audience or improving
their skills
or converting an already loyal customer
into a fan of your product
fifth you need to balance reach and
intensity
reach refers to the number of customers
that are exposed to your campaign
whilst intensity refers to the average
number of times each customer receives
your messages
you need to determine the right balance
for you between these two
maybe a high reach and low intensity or
low reach and high intensity
clearly if you have a lot of budget you
can aspire to both
but in the real world there are
trade-offs to be made
sixth you need to match your messages to
your chosen channels
each type of channel will lend itself to
particular types of messages for example
long and complicated messages
are probably best suited to channels
like the print media or possibly to
extended web pages
on the other hand image intensive
messages lend themselves well to media
like the television
film
or video online
perhaps you might consider some of the
social media which are designed to focus
on imagery
or indeed on video
steps one to six will lead you to a
decision about which channels to use and
in which proportion so step seven is to
finalize your channel mix
document this
and alongside it indicate how each
channel and the messages it will carry
will contribute to your overall campaign
and then at step 8
you're going to put together a channel
mix plan
you need to think about timing and
frequency and from that put together a
schedule
and from that you can start to develop a
budget
allocating financial resources to each
component of your channel mix
you'll also need to document how you're
going to manage your program and deliver
it effectively
and finally how are you going to monitor
your program
and assess its effectiveness
and once all of this is done you'll need
to take your channel mix plan and get it
signed off ready to implement
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