Boosting Returns:
How to Optimise Your Media Spend for Maximum Yield

Business success isn’t about how much you spend—it’s about how well you spend it. You may be up against competition with deeper pockets, navigating a stubborn growth plateau, or pushing your startup to the next level. In all of these scenarios every dollar in your marketing budget needs to pull its weight. Yet many business owners find themselves stuck in the same dilemma: do you pour resources into building your brand for long-term recognition, or chase immediate sales boosts? Too heavy in either direction, and you risk limiting your growth.

The right mix can drive sustainable growth, but leaning too far in either direction can limit potential So, how do you strike the balance that delivers sustainable results without wasting your budget?

The Case for Brand Building

Brand building is the foundation of long-term success. It creates trust, credibility, and recognition, leading to sustained revenue growth. While results take time, brands with strong awareness and recall ultimately spend less on acquisition in the long run, therefore, investing in a multi-channel media strategy ensures brand presence and consistency, making it easier to convert customers down the line.

The Sales-Driven Approach

Short-term sales activation, often measured by return on ad spend (ROAS), delivers immediate revenue and keeps cash flow healthy. Tactics such as high-frequency paid social campaigns, performance-driven influencer collaborations, and direct-response ads on traditional media platforms i.e. broadcast TV, can drive quick wins, however, over-reliance on these can create a cycle of unsustainable customer acquisition costs.

The Takeaway

For growing brands, optimising media spend isn’t just about cutting costs—it’s about making every dollar work harder. By balancing brand-building with sales activation, leveraging data-driven insights, and working with the right media partners, you can unlock greater returns and position your brand for long-term success.

At Habitat M, we specialise in helping challenger brands navigate media investment with strategic planning and execution. If you're ready to maximise your yield, let's talk.

Finding the Right Balance

For most challenger brands, a 60-70% focus on brand-building and 30-40% on short-term sales tactics strikes an optimal balance, ensuring that while you’re securing immediate revenue, you’re also creating a strong foundation for future growth.

To get the most from your media investments, consider these proven tactics -
  • Define Clear Objectives: Start with clear KPIs. Long-term goals would include increasing brand awareness and consideration, while short-term goals could focus on maximising key sales events like Black Friday, EOFY, or seasonal promotions such as Christmas.
  • Leverage Data for Smarter Planning: Use analytics to track campaign performance across all channels. Invest in attribution modelling to understand what’s truly driving conversions, and use brand health studies to measure long-term success.
  • Test and Iterate: Experiment with different ad formats, messaging, and audience segments. A/B testing helps refine strategies, while continuous optimisation ensures that underperforming channels don’t drain your budget.
  • Align Brand and Performance Marketing: Ensure that your brand-building efforts feed into short-term activations. Consistent messaging across all touchpoints strengthens brand equity while maintaining platform-specific customisation for optimal engagement.
  • Choose the Right Media Buying Partner: Working with a media buying agency that understands the nuances of your business can significantly improve ROI. Agencies with experience in performance-driven and creative-led media planning can help you stretch your budget further and drive better results.
Article written by:
David Ross
  • March 31st, 2025
David Ross:
0448 533 090
Sam Brownbill:
0427 994 418
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