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Our first step was understanding the consumer journey . Mapping out the path to purchase helped to identify barriers and opportunities that could be applied to media.
We also needed to develop a deep understanding of the consumer demographics that made up each hearing centre catchment segment, and where our target P55+ audience engages with media.
Using the defined centre segments we were able to marry up post codes with Helix Personas to look at H/M/L consumption triples and online behaviour. Historical competitor spend was then analysed to identify uncluttered space in the media landscape to allow Hearing Australia’s dollars to go as far as possible.
Having taken time to understand the landscape, we were able to map our comms tasks, jobs to be done, targeting and high-level channel thinking to the funnel to ensure we were present at every stage in the acquisition journey.
We then built our full-funnel channel recommendation and media plan, launching with both ATL and BTL campaign activity and a highly targeted local area marketing performance phase.
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