Media Buys from the Ground Up

There is only one rule of thumb when purchasing your media buys: the first proposal you receive will never be the best one you can negotiate. Whether you are interested in a reduction in cost or simply more bang for your buck, negotiation is essential to get the best media buy for your product.

Rate Negotiation
There is an endless array of rate discounts you can negotiate. Including frequency discounts, seasonal discounts, corporate discounts, and direct response rate discounts. Seasonal and frequency discount are used the most often. Frequency discounts are package deals where you agree to purchase a certain amount of media space and receive a reduction in cost. Seasonal discounts are a reduction in price depending on the time you plan to purchase, less than prime season in most forms of media buys is less expensive. Corporate discounts and direct response rate discount are used less often. Corporate discounts are special discounts offered by the media organization; while response rate discounts are based on the PI (per-inquiry) reaction by consumers to the media buy.

Position Negotiating
Never purchase a media buy without first knowing when and where it will be positioned. Always ask for the prime real estate first. The worst they can say is no. Depending on what form of media you are purchasing, position can be either space on a page or a time slot on the radio. If you are not familiar with what space is the best, do your research first. Another hint is to take a look at the pricing. The prime locations are usually more expensive. Because of this, they do not always sell. This is a key opportunity for you to negotiate for that unused spot. Lastly, always make sure your competitors are not in the same vicinity of your advertisement or media buy.

Other Negotiation Tools
Other negotiation tools include opportunities with sister companies. Does the radio station have a partnership with a local newspaper? Is the station or newspaper sponsoring a local event? Look for package opportunities that allow you to hit multiple forms of media in one swoop. Another often overlooked negotiation tool is partnerships, partner with other organizations, industry cooperatives, or marketing agencies that can increase your buying power.

If you have further questions on negotiating a media buy negotiations or creating content to market to a wider demographic, contact Avant Garde today.