Your NEW creative is taking shape - driven TOTALLY by your BEST CUSTOMERS.
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Setting the budget? But wait!
There's a media plan in every great marketing plan - so what's the difference here?
Your customers drove this to where it is - they have different media usage patterns than you think - and you may not have to drop the same amount of cash into your media plan now to get the same reach; as you are now cherry picking the markets to pound frequency only on those that are similar to your best customers. In effect, we can now drop the shotgun approach of buying everything we can afford - and simply zoning in on the right areas for growth.