Start with the customer journey. Add a format only when it has a clear job.
01. Choose one primary objective
A store opening, a project launch and a product trial need different plans. Write down the action you want before looking at inventory.
02. Define a useful catchment
Where are the people you need to reach, and how far are they likely to travel? A smaller, relevant geography can be a more sensible starting point than spreading a fixed budget across many areas.
03. Give each format a role
Residential media can support neighbourhood familiarity. Selected outdoor sites can reinforce a route or destination. Cinema supports a screen-led message; activations create direct conversations. These are planning roles, not guaranteed outcomes.
04. Reserve budget for execution
Media is only one line item. Creative, printing, fitting, promoter staffing, logistics and tracking can affect the plan. A cheaper display rate is not automatically a cheaper complete campaign.
05. Build a shortlist and check availability
Choose the formats worth pricing, request current inventory and compare equivalent scopes. Add more media only when it improves the plan rather than making the proposal look larger.
