Media Planning Examples
1. Dollar Shave Club’s Emphasis on Customer Retention: Dollar Shave Club changed the focus of its advertising planning from initial success to retaining customers. As the company evolved from a viral phenomenon to a renowned industry pioneer, it made a smart decision to modify its communications approach. Dollar Shave Club’s early industry impact was facilitated by its early appreciation of the value of creative messaging. Dollar Shave Club has used new media techniques to satisfy changing client wants and maintain brand performance by strategically adjusting media strategy.
2. Ford Motors’ Response to Ride-Sharing Services: Ford carefully responded to the emergence of ride-sharing services. After seeing the effects of shifting consumer preferences, Ford decided to concentrate only on trucks and SUVs in North America. Ford was able to optimize return on investment and streamline its media planning efforts in a changing market by changing the focus of its products. They sought to reduce unnecessary advertising expenditures in the face of shifting consumer preferences by coordinating their promotion with their most valued goods.
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