In early January it is a simple fact that some of the very best
deals can be struck for print advertising and inserts in the nationals, including
the weekend press. But even if you think you’ve landed a great rate the chances
are that a media agency will better it. Access to good media is vital when you
need to acquire fresh new customers from a wider universe rather than sticking
rigidly to using the same data and media sources that all of your competitors
are using. January is also a very good timeto be establishing yea long
exchanges with other direct businesses with similar customer profiles – package
inserts, for example or list exchanges. There’s less competition about in
January, for one thing, so your offers will have greater stand-out. You might
also want to review some of the major publisher’s digital advertising rates as
well as conduct a review of your affiliate marketing performance. Some amazing
rates can be negotiated for TV advertising too during early January. It is a
time when even the most active consumers are likely to be spending more time at
home in the warm. Watching TV, reading, browsing catalogues, shopping online –
ideally with you.
Where to start? There is no substitute for a professional media
buying agency when it comes to accessing expert knowledge of what is working,
what it is really worth, securing the best rates for print and TV advertising
and inserts and, frankly, it is always worth having one or two strong ones in
your circle. Be prepared to share information on your past activity and results
and throw down the gauntlet. One marketer we know routinely invites 3 agencies
to pitch for his media spend every year and invariably finds a wealth of new
vehicles to test. Media agencies are well connected and know how to secure the very
best deals and deliver the best value for your spend. Many also offer excellent
ad production services and will help you to analyse response, fine-tune offers
and support your goals. As media agencies derive the lion’s share of their
revenues from media owners via commissions, accessing expertise is not going to
cost you – in fact it more likely to save you.
What you will you test this year?
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