The best way for a mid-market company to grow their business, is to receive a custom media plan.

There are agencies of all sizes. Agencies that focus on specific industries and others that specialize in one media outlet, which is why we have seen such a large growth in digital and social only agencies. They’ve created and “perfected” an entire business working with one type of client or medium. But are these agencies really the best choice for a mid-market company?

At what point do these “niche agencies” begin to unintentionally suggest one size fits all campaigns to their clients? When what’s worked for one client, means hitting the repeat button for the next one. It should never happen! Every client looking for help with their media plan has 5 reasons why they should be treated as if they were the agency’s only client.

1.Budget Budget plays a huge factor in what types of media should be selected for an advertising campaign. Just because Doritos saw results from their Super Bowl ad doesn’t mean a regional potato chip company should attempt to do the same.

2. Market Each regional brand knows markets differ. Not just from state to state but county to county. A big umbrella approach may work well for a national company with deep pockets, but regional companies need to think more micro. Attack each market based on its unique qualities and characteristics. Audiences vary greatly by market so don’t assume they are all the same. Use the best tools in your tool box to work on each one of them individually and then collectively you’ll have a better plan.

3. Timing Launching a new product in the second quarter of the year can be very different supporting a mature brand in the fourth quarter. Seasonality plays a crucial role in the effectiveness of each media choice and should be considered. Think about your media outlets like athletes. You want to use them all at their strongest positions if you intend to win.

4. Goal Every business has different goals and they need to be considered when preparing a media plan. For some it may mean increased awareness, others increased web commerce. For others it’s expanding into a new market or launching a new product. In nearly every case increased sales fit in there some place. The desired end results need to be the bullseye when developing a media plan as each media, frequency and timing can make all the difference.

5. Product Often agencies become lethargic and don’t consider the product factors strongly enough before outlining a plan. While there are plenty of reasons a one size fits all plan isn’t good, the primary reason is the variation of client products. A successful campaign for one client could be disastrous for another. Isolate the product, its strengths, its competition and its audience. It sounds simple but doing it well is harder than it sounds.

Clients know what makes their products and services unique and how they differ from their competition. They need to clearly convey that to their agency. Whether it’s better value, greater service or more variety, leave no doubt what your point of difference is. One size never effectively fits all and media agencies should go out of their way to ensure that the plans they put together for their clients are as unique as the brands themselves.