MAP ( or Media-neutral Action Plan)
Once the barriers defined by research we can of course start above the line campaigns to address them one by one. Let’s be realistic, some barriers will need that. But some others don’t.
But what if we propose to address them without spending media money?
This will not be music to the ears of your ad agency or your MBU for sure but will give us the opportunity to save on marketing dollars.
The MAP looks very much like a very large roll of paper that will be hang on the entire length of your boardroom wall.
It shows a 12 months calendar and all the events that are expected to take place in your country month by month.
Taking into consideration all the barriers that were identified by the research, we will together try to create media-neutral activities around relevant events to address those barriers.
It usually takes half a day to come up with a solid MAP. I’m sure you can spear your boardroom for that. But once it’s done you will have a full year plan worth of relevant, exciting and performing events that will address all the barriers that your customers are encountering to do business with you.