While above-the-line marketing can be a powerful tool for startups, its effectiveness depends on how well it’s tailored to meet the unique needs of each brand. Our experience working with startups and media partners has shown that success comes from customising strategies to address the specific challenges faced by businesses investing in their brand. Here’s how to approach above-the-line campaigns to make your marketing work harder:

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Lead with Your Brand and Product

For startups, it’s crucial to prominently feature your brand, key marketing messages, and product. Since you’re still in the early stages of building recognition, your marketing should emphasise your brand’s identity and core benefits. Make sure your product is clearly showcased, ideally demonstrating how it solves specific problems. This approach increases the chances that consumers will not only see your brand but also understand what you offer and why they should choose it.

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Aim for Unique Audience Reach and Higher Frequency

Startups should focus on reaching their unique viewers or target audience rather than just aiming for high reach numbers. Startups should prioritise hitting milestones like engaging 80% of their target audience and converting a share of them into paying customers. Instead of a broad media plan, a targeted strategy that effectively reaches your specific audience is most beneficial.

Frequency refers to how often, on average, someone is expected to see an ad during a campaign. Both startups and established brands need frequency for brand recall, but startups typically require higher frequencies—around 15 impressions—compared to the single-digit frequencies used by established brands. This higher frequency is crucial for new brands to build awareness and effectively communicate their story.

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Campaign with Different Media Formats at Scale

Many startups consider cheaper options like distressed or remnant media because they seem cost-effective. However, these options can sometimes backfire, especially when trying to achieve significant outcomes or build credibility in sectors like insurance, health, or food.

Instead, startups should experiment with various media formats to determine what works best. TV provides broad reach, radio is effective for frequent, memorable messaging, digital display ads offer targeted and real-time adjustments, and outdoor advertising delivers strong visibility and localised targeting. Each format has its advantages, and a mixed strategy often proves most effective.