In media campaigns you should establish your business objectives first so that you are maximising the results of the campaign. Never go into any media campaign without first establishing your business objectives or, otherwise, you will be wasting opportunities.
Of course in most campaigns the primary objective is to increase awareness and sales. However, if your business also needs new staff or increased distribution, or maybe investors than you should include these in the campaign.
I will assume, because you're a smart pet company you have already developed your business objectives. Your audiences will most likely be:
- Mothers - because the main carer of pets is guess who?! Women! Of course they are. Mothers are flat out so you can make their lives easier by delivering the pet food.
- Seniors - they find it difficult to lug around heavy bags of pet food.
Rural residents - people who live in areas where it's difficult to get to stores. - Busy executives - who have no time to go pet food shopping
- Other - so industry members for the distribution objective; potential suitable employees; and for investors maybe the finance and business community.
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