Brand Owners have at their disposal three different types of media: Owned, Earned and Paid.
Here is a scenario how they all work and come together.
We want to put the 3 media into the context of a brand. So here’s how Gigi Designs leverages on owned, earned and paid media.
The media that Gigi Designs owns are 1. Company website, 2. Facebook page, 3. Instagram, 4. YouTube channel, 5. A Blog. These are the communication channels are within the control of the brand manager. Gigi Designers built it to nurture the relationship with its potential and existing customers. These media are cost efficient and versatile. It helps to carve a niche for the brand.
To expand and reach a greater audience, Gigi Designs has put in place a plan to increase engagement and the content will center on fashion trends, make-up tutorial, online special offer, cross promotion with skin products and advice on dating. To grow the audience, Gigi Designs will employ a member get member strategy, when a friend of its member subscribe or join one of its social media and they are enter a lucky draw and get a chance to win travel makeup kit.
Gigi earns media by giving interviews to the press. The brand also joins fashion shows and invite fashion editor to review its new collection. The collection also gets loaned out to magazines and the brand gets credited in the printed media. When the founder of Gigi Designs gives interviews, awareness is created with the readers and it generates word of mouth. Though the brand does not have control over final version that gets printed, it can influence the messaging. To get the message across, Gigi Designs plan its key messages with its PR agency. The story angle and content was presented to the reporter, setting the stage for the media engagement before the interview takes place. The story is written by the reporter and edited by editor. The space allocated is predicated on a number of things, i.e. number of advertisement and other stories that competing for space. Other ways that the brand earns media is via testimonials and reviews. In the online space, it earns it when Gigi’s post are shared and mentioned.
Gigi also spends money on paid media. The brand’s target group are university students and first jobbers. Thus, the brand advertises in student and lifestyle publications read by young ladies. This type of media is a direct advertisement for brand. Gigi’s brand manager buys space in printed, online, and in social media. To measure the ROI, the advertising has a “call to action” which promotes that with every $100 purchase, Gigi Designs will give a pack of earrings and 10% discount voucher towards the next purchase. The offer is good for 30 days.