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Using an Effective Media Mix Your customers aren't sitting still, and neither should you. With an effective media mix, you can reach them morning, noon and night.

By Kim T. Gordon

Opinions expressed by Entrepreneur contributors are their own.

Can you describe how media impacts your typical prospect during the course of a single day? Imagine that your prospect wakes up, reads the newspaper while having a cup of coffee, and listens to the radio in his car on the way to work. At the office, he checks e-mail and visits a variety of websites from his computer. He sees billboards and bus shelter advertising as he walks to a neighborhood lunch spot, and he reads a magazine while waiting for his food. He also listens to the radio on the drive home from work. Once home, he turns on the TV, flips to the news and goes through the day's mail. Later that evening, while watching his favorite sports team on TV, he goes online to search for a gift for a family member whose birthday is coming up.

Although it's a simplification of the typical consumer media experience, this example highlights many of the ways customers may be exposed to your message throughout the day. How can you ensure that your marketing will be a memorable part of their media experience? Create an integrated marketing campaign for 2007 using the media that affect your customers' decisions to buy what you market. Just look at some of the dramatic ways integrated marketing can ben-efit your business.

Top-of-mind awareness: Launching an integrated marketing campaign this year can mean the difference between creating seamless, memorable communication with your customers and getting lost in the din of the competing advertising messages they're exposed to. When you employ a central message in all media and sales channels, every contact a prospect has with your marketing reinforces that message and drives it home. Exposure in multiple forms of media can keep you top-of-mind. The key is to ensure that every encounter creates a consistent experience that reflects positively on your company, product or service.

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