Now that you’re armed with basic information on buying media for radio and TV, this section will help you get the biggest bang for your buck.
Our philosophy on negotiating is win-win. If one of the two parties always loses, it will ultimately result in the end of a business relationship. You CAN get what you need if you help the other person get what they need. With radio and television advertising, there are a lot of ways to get great deals if you’re flexible and a good communicator of what IS and IS NOT important to you.
We all have a fear of getting ripped off and being taken advantage of. Radio and TV advertising can appear complicated and intimidating if you’re not familiar with how to buy. But knowledge is power. Most broadcast sales people work on commission. They get paid a percentage of everything they sell. It takes a lot of work for them to get a new advertising client on the air. It’s much easier, as with most businesses, to keep doing business with a current client than to find a new one. So they have an incentive to do a good job for you. They also have quotas to hit, contests to win and pressure to sell, so they will gladly take your money. Our job is to arm you with enough information so you get the best VALUE.
Your Account Executive, or sales person, can be your best ally in getting good value from the stations you choose to work with, especially if you’re knowledgeable about their industry. Click here for more information on how to get a good Account Executive assigned to you.
It’s important to remember to get the best value, which doesn’t mean the cheapest spots. You may feel a short-lived victory when you think you secured some great rates, but if you’re not careful your schedule might not give you any results. What good does it do to save a lot of money if the money you spend is wasted? The tips we give you are meant to help you get good deals and provide you with guidance in buying so you see results.
There is so much information on this subject so we’ll be updating this section regularly. Subscribe to our RSS feed (on the left, below the navigation bar) to get updates on new information we post to this section. You can also subscribe to our E-zine for Ad-Buying-Secrets we share exclusively with our subscribers.
Disclaimer: when deciding to take advantage of any of these strategies, keep in mind that some of them may not work for your business. Look through them and use the ones that are most appropriate for what you’re trying to accomplish with your business.
Negotiating Tips and Strategies: