Rule #1 is to have a deep understanding of each of your consumer segments. Keep digging to find heavy buyers, loyal buyers and those whose purchasing is by price or emotion. Keep asking “Why?” Develop insights, identify tension points which your brand can solve. Talk to consumers about the big idea for your brand in their language – through their media of choice which engages with them most strongly on their media pathways through the day. And don’t ever forget that your target audiences are infested with competitors.
"Steve's knowledge of media research quite frankly in my opinion is invaluable"