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There may have been a time when, besides developing the best message, you had only to select a handful of media to reach your target audiences. Today, your same targets are scattered among thousands of Web sites, mobile applications, cable television networks, Internet and traditional radio stations and niche publications. They are reading fewer newspapers and consider themselves inundated with “junk mail.”

The media has become fragmented and specialized. You cannot affordably place your message everywhere. Even if you could, would your message resonate with targets and break through the “noise?” Reaching your audiences today requires more research and better strategies than ever before.

COCO+CO.’s Connection Process begins with a review of critical Beneficial Benchmark^sSM and aims to:

• Keep your goals in focus
• Develop messages that resonate with your audiences and break through the “noise”
• Identify the perfect media mix – print, broadcast or online – to efficiently reach your targets
• Exploit media strengths
• Deliver the important benefits of repetition and brand consistency across media
• Properly balance strategy and creativity

Objective research, delivered earlier in the Strategic Preparation Phase, seeks to answer, at a minimum, these questions:

• Who are you prospects, specifiers, “influence” people, trade allies/vendors, regulators, neighbors, employees?
• What is your unique selling proposition (USP)?
• Where are your audiences aggregated: trade pubs, associations, World Wide Web, newspapers, radio stations, etc.?
• When is the ideal time to launch a campaign?
• Why would targets choose your product or service: emotional, operational or financial benefits; a problem you solve, etc.?