Portfolio planning for the new age of brand marketing

Jack Blog

January 28th, 2015 By Jack Morton

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More and more, brands are realizing the power of integrating tactics like events and digital campaigns into a larger effort to build the long-term relationships with their customers that help them reach their overall marketing goals.

However, budget, influenced by emotion, is all too often the primary factor in deciding how and when to employ these valuable marketing assets.

Enter portfolio planning: a strategic approach that allows companies to make informed decisions on the right number, type, frequency, and cadence of tactics needed to generate an optimal experiential marketing mix. In essence, “brand experience media planning”.

In the latest Jack POV, learn the 6 principles of portfolio planning and how you can incorporate a strategic approach to better engage your customers.

As always, let me know if you’d like to learn more about how brand experience media planning can help your business.

Happy planning!