This is the fifth in the series of Media Truths. Each month we will highlight two things that you can do to make your media dollars work harder.
Media Truth #9: The sugar versus vinegar strategy in buying advertising
It may be tempting to be the bully when you deal with vendors. You want to get the best price, so you play hardball. And you may get a good price. But in the long run, you just might be shooting yourself in the foot.
Numerous media sales people have told me that they are less likely to help out a nasty client. They don’t give them upgrades. Or bring them really great fire sales. Or let them cancel advertising at the last minute. Why should they? A lot of clients spend a lot of money with them.
But when all things are equal, the nicer client will most likely benefit. I’m not advocating that you be a pushover. What I am suggesting is that you try to bring a win-win attitude (sorry, know that is a cliché) to the table so that you have a better shot at a successful long-term relationship. Sometimes sugar really is good for you.
Media Truth #10: Not dead yet—the case for “old media”
Contrary to popular opinion, “old media” is far from dead.
Take direct mail for example. It can be a great way to find new customers or to create loyalty with your existing ones. Direct mail pieces can be anything from a simple postcard with a coupon, to an elaborate package with product samples. It can be an excellent way to track the effectiveness of your marketing program and you can manage where you send your message, which reduces waste. There are so many reasons to like direct mail.
But all of this is useless if you don’t manage your list. When I moved into my house nearly 25 years ago, there was an above ground pool in the back yard. After one year, I had it removed. Yet, the pool company used by the previous owner continued to send DM pieces to my home, addressed to them. For 15 years.
They could have done several things. The easiest was to check the address records to see if Nick & Sallyann still lived at that address (the internet makes that very easy). They could have cross-referenced their sales with their DM list and culled the people who hadn’t purchased in three or more years. Or they could have sent out a simple postcard to see if the homeowner was still interested in being on the list. If they weren’t interested, all they would need to do would be to return a pre-paid return post card indicating their preference.
So consider if direct mail fits your objectives. Just make sure that you are using it correctly.
Want our point of view about a specific media topic? Let us know and we will include it in a future post.
This post was written by D. Diers, Media Director at PUSH 22.