Media Planning: How Jacquemus Mastered the PESO Model

Table of Content

• What is Media?

• Media Planning and How It’s Used

  • The Three Big Questions

  • Benefits of Media Planning

• The PESO Model

  • Analyzing Jacquemus's Media Campaigns (2 minute video)

The term “media” is being thrown around a lot. “I heard it from the media” “It’s all over the media” “That’s not what it says in the media” “Don’t trust everything you see on media” “What type of media are you using?”

Before we really dive into media planning and the various communication tools or media types, we first have to understand what exactly is media. Media is a term used to broadly describe all channels of communication, from printed paper to digital data. Media consists of news, art, educational content, and any form of information that can reach or influence people. For example: television, radio, books, magazines, and the internet.

Marketers use media to analyze their audiences, channels, and advertisements. It allows them to determine how, when, and where to deliver their specific message to their specific audience. This strategy is called media planning.

Media planners try to answer the three big questions:

1. Who are the right people to target?

2. When is the right time?

3. What is the right frequency?

When you think you have your answers down, you need to identify the combination of ads to achieve a specific result and ensure that the objectives of your campaigns align with your business goals. There are many benefits of media planning. For example:

• Optimization and testing

• Increased ROI

• Understand your audience

• Budget tracking

All of this begins with understanding and utilizing the PESO model. Let’s take a look at how French luxury fashion house Jacquemus is leveraging PESO into their marketing campaigns. Watch this 2-minute video to follow along!

Successfully implementing the PESO Model can help you establish authority which essentially builds your reputation and credibility as a brand. Congratulations, you are now a thought leader and people see you as an expert! (Even your competitors) Marketers have a tendency to focus on the media they're comfortable in, because why spend money and take risks if you aren't sure of its return? However, we need to realise that the real success of the PESO model lies in combining all four channels.

Jacquemus has redefined what it means to be a successful fashion brand in the digital age. Their unique brand identity and authenticity is what sets them apart from their competitors. They have proven time and time again their understanding of their audience, and how to capture trends and innovation. As a fashion marketing enthusiast, I am excited to see what the french luxury house has in store next.