Cue the best channels for the best communication

One of the best strategic plays comes to us courtesy of Hotwheels (yes, THAT Hotwheels). As I mentioned last week, TBOY podcast highlighted Mattel’s Hot Wheels media mix strategies. 

Media formats are dependent on which channel they are using.

This reminded me of several “communication channel strategies” I’ve created as a PMM. Of course, while ensuring that the strategy involves alignment and goals thinking, and what channels are at your disposal, the template is pretty simple. 

While I was at this particular company, we broke channels down into two types: 

1. Channels for inbound communications (leads) and where communications came in

2. Channels for outbound communications–pushing out messaging

On a separate chart, we decided on what we were measuring, the resource/tool for data collection, and reporting those metrics.

It looked like this for outbound: 

The second and most important part of the channel strategy is measuring their impact. An example of this looks like:

Not all channels are hot and flashy like the latest Hotwheels car. Don't change the channel on purpose, testing, and iteration on communications.