We have all stumbled across a new company, product, or service and suddenly, we start to notice the brand everywhere. First, it’s served as a Facebook advertisement, then a video ad on Instagram stories. You overhear people in a coffee shop raving about it. Then, your best friend forwards you a TikTok video about the brand. It may seem like a miracle or a sign from the universe, but it is likely the result of brilliant marketing campaigners who have used multiple marketing vehicles to achieve their objectives. In its simplest definition, a marketing vehicle is exactly what it sounds like: the way you get a brand’s message, the call-to-action, or the sale in front of the right audience. They are vital in marketing, without them, how do you gain new customers, meet goals, and otherwise, grow your business? While decades ago, there were only a few ways to reach your audience, now, there are countless touchpoints. Consider a skincare company new to the market and hoping to target its demographic. They create content on their website, hire a publicist to source organic media or paid media opportunities, run advertisements in local and national publications, create a television, podcast, or radio spot, partner with a company within their sector to swap email newsletter features, purchase a billboard, hire an influencer or celebrity — and this list goes on. Though they will not pursue all of these vehicles, they can pick and choose, test various messaging and mediums, and ultimately arrive at the best techniques and investments for their business. In other words, today, there is no shortage of vehicles, but there are mistakes you can take if you don’t first develop your strategy. Why strategy mattersIt seems simple enough: you create the content, you find a marketing vehicle, and the work is done. In reality, t’s a bit more complicated and requires more forethought and strategy. This is because not all vehicles are effective for all brands, products, and services. Also, the cost per lead changes dramatically depending on what vehicle you’re using. For example, paying for a television advertisement during the Big Game or the premiere of a hit series will cost a pretty penny, and It may not be niche enough to reach the ideal user for the business. On the other hand, purchasing a paid media campaign in a publication that is precisely in a business’s niche could be less expensive — but more impactful. Often too, a brand may only think of the vehicles they use themselves, causing them to miss out on many other opportunities that improve their bottom line. To ensure your effectively using marketing vehicles, it can be beneficial to conduct market research, test various options at a low spend, and rely on data to guide future choices and plans. Common marketing vehicles:
A marketing vehicle is a specific tool for delivering your advertisement to a target audience. They are particular channels within a medium that you use to get your message across. Marketing vehicles are contained within marketing mediums. Whereas a medium is the general method of communication, such as radio, magazines, or social media websites, a vehicle would be the specific station, publication, or website that you advertise with. Why does a marketing vehicle matter to marketers?Without marketing vehicles, there would be no way for businesses to ensure their marketing messages and advertisements reach consumers. Because marketing vehicles are the physical means by which companies advertise, spreading awareness of a business amongst consumers would be virtually impossible without these vehicles. There are numerous mediums companies can use to disseminate their marketing messages, and there are even more vehicles that exist. Strategy is required when choosing vehicles, because some vehicles within a medium might be more costly than others. For example, showing an ad on a popular, heavily watched television station might cost marketers more than showing an ad on a less popular, less watched station. The effect of marketing vehicles can be compounded if research is done to find the specific vehicles that a company's target audience interacts with.
In marketing and advertising, the term medium is used to describe the communication mechanism, such as television or radio, through which you deliver a message to a target customer audience. A media vehicle is the specific medium where your message is placed, such as a particular local radio station. In developing your media strategy, several differences apply to choosing a medium versus a vehicle.
In essence, a marketing medium is the general class or category of media, and the vehicle is the specific publication or station where you buy time or space to place your ad. Television and radio are common broadcast media. You buy time, often in 30- to 60-second spots, on specific TV or radio stations. In print publications, such as newspapers and magazines, and online, you buy space where your banner ad or pop-up ad appears.
When you select a particular medium and vehicle, sensory appeals are an important consideration. Television is a popular medium to showcase your product and deliver creative messages to a broad audience. However, local businesses may struggle to find a particular vehicle, or station that offers affordable TV spots. You might want to place a print ad in a local newspaper, because papers offer a more affordable alternative. However, the use of color, quality of print production, circulation and readership of a particular newspaper vehicle impacts the value you get from a placement.
The size and breakdown of the audience is a critical factor in media selection. Efficiency is the primary goal in media and vehicle selection. You want to reach the largest number of people in your target audience at the most affordable cost. Radio is another affordable option for local businesses. You can often buy lots of spots for several hundred to a few thousand dollars. However, when you select the specific media vehicle, or station, you need to consider the format, such as country music versus sports talk, and the demographic breakdown of listeners throughout the day. By comparing competing stations, audience breakdowns and cost, you can home in on the most efficient vehicle.
Costs vary greatly across marketing media and among vehicles within a given media class. A small box ad in a local newspaper might cost less than $100 per day, for instance. But a similar ad in a large metropolitan, state or regional paper may cost a few thousand dollars. Television ads are typically the most expensive, between production costs and placement. However, a small business might have the budget for a small package of spots on one local network affiliate but not another.
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Geographic segmentation is a common strategy to divide your target audience into more specific market segments. Using this approach to deliver a focused marketing campaign makes sense when you have a general demographic audience located in a particular area.
Targeting a local town, city or metro customer base makes sense for a local small business. Newspapers and radio are common traditional media used to market to local audiences. Billboards, direct mail and local magazines are other possible media. The objective of local marketing is to present a company or product that is useful to a large group of customers within the local population.
State or regional market segments are used by companies that have businesses concentrated in a particular state or multi-state area. Many convenience store chains, for instance, have headquarters in a particular city and serve the surrounding states. Advertising to a national audience doesn't make sense because you would waste the investment on people well outside the coverage. Television and state or regional newspapers are common media used in state or regional campaigns, and some national magazines offer ad placement for regional editions.
National marketing campaigns are commonly used by national retailers that cater to general audiences in most or all states. For instance, many fast-food chains have stores in every U.S. state. By running national campaigns on television or radio networks, the companies can efficiently get their names and products in front of millions of customers. This is usually more efficient than preparing multiple message for different markets. National chains may run local or regional ads at times, to focus on new markets or struggling markets.
Global companies need to develop strategies that deliver marketing messages in each country of operations. The dilemma is whether to implement a global approach, where the same basic message is presented in each country, or tailor a message for each country or international region. A global approach is less costly and improves consistency of the brand across the world. In some instances, though, cultural context or differences in product usage force a business to change its marketing messages for each country.
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