Selecting promotional media

It is important to consider the most appropriate and cost-effective way of reaching your target audience. This could be through mass media, at conferences and exhibitions, in leaflets, posters, CDs, email newsletters… What matters is reaching the target audience – however big or small that is. Quality, not quantity, is the key!

Bear in mind that different promotional media may be appropriate in different countries, depending on infrastructure and culture. Also consider how the target recipients would like to receive information. How do they normally get this sort of information? Are they often faced with information overload (in which case unsolicited emails or mailings are likely to be junked without being read)?

If you are addressing a person or department in a large organisation, you need to be aware of any communication protocol which exists, that is, standard ways in which organisations receive and deal with information - for instance, through a communications department. Be aware that many organisations use anti-spamming software which may prevent your recipient receiving certain types of email.

The target audience may be part of a professional network. To reach such a group or a network of organisations or local agencies, it may be possible to obtain contact lists from the relevant authorities or organisations or get access to online forums. Some lists are available through commercial companies, who charge for providing the data. Remember that data protection laws may restrict the use of certain databases unless the users have individually consented to their names being passed on.

Some projects find it useful to involve an organisation or a person with expertise in marketing or specific media relevant to the project, either as a partner or a consultant