3 Steps to Breaking into New Mediums

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Amy Wieser Willson

I’ve spent a lot of time in school, always anxious to learn more and to keep up with the changes around us. Just like in life, change in marketing and public relations is inevitable. Technology evolves. Mediums for reaching your audience come and go. Products adapt to ever-changing markets across the globe.

It can be intimidating to make those necessary changes to enter a new medium with your business, whether it’s incorporating video production, making a change in direct mail approaches, entering new social media realms or even trying fresh advertising platforms. Growing and changing may be challenging, but it also brings great results.

It doesn’t need to be complicated, either. When it comes down to it, breaking into new mediums takes some of the same skills we all learned in high school.


1. Decide what you’re after:
Think back to high school (yes, I know it’s been a loooonnnnggg time for many of us). Parents, teachers and guidance counselors likely pressured you to decide what you were after. Will you work after graduation? Go to tech school? Choose a college major? Any decision needed to reflect your ultimate goal: What do you want to do with your life?

The same holds true with moving into a new medium with your marketing strategy: What do you want to do with your business? Are you looking to reach a new market segment? Is your current market active in a medium that you’re not, making you miss key opportunities? Are you launching a new product? Do you need to increase sales?

2. Do your homework: Once you know what you’re after, do some research to find out how to best get there. Focus groups, sales analyses, phone calls, in-person visits, website stat reports, surveys and questionnaires can all help you pinpoint what you need to do to get what you want.

Which new channels will help your company reach the desired effect? What are your competitors doing and saying? What’s working for others in the industry? What isn’t?

This test has a lot of questions: Will a video series help you to accomplish your goals? Loyalty incentives? Point-of-purchase promotions? A more user-friendly website? Direct mail pieces? Show promotions? Press conferences? Improved packaging design? Interactive presentations?

There are tons of options that can be sorted through, evaluated and strategically integrated with your brand and messaging to achieve the desired effect. A carefully crafted strategic plan with a multifaceted approach will help you jump into a new medium with a great response and, in turn, more business success.

3. Babysit: Just like in high school, here’s where you make your money. Monitor the success of your launch into a new medium and ensure that it’s nurtured. Evaluate how it’s helped you in the marketplace. Communicate with your audience by interacting, asking questions, and providing great customer service. Record feedback, whether it’s verbal or comes in the form of increased web traffic and greater sales volume. Decide if you need to make minor adjustments based on that feedback: Maybe the kids will eat more if there’s a little ketchup on their mac and cheese. Small adjustments can create greater success.

IRONCLAD Marketing offers the experience and tools to tutor you — or even help you cheat — on your homework. We’ve been there, done that, passed numerous tests, and graduated. It’s OK if you want to rely on us for the answers.

We make great babysitters, too: Fun, attentive, hard-working and always ready to try new things.

If you’re looking to expand your reach into new mediums, our team stands ready to help you earn straight A’s.