5 Tips that Make $1,000,000 work like $2,000,000

By: Michael Medico

You work hard…you plan the client’s campaign…you negotiate the best rate…you buy the media and in the end the other agency guy who takes 2 hour, 3 martini lunches gets the same rate.  So what can you do to make a difference and become the client’s hero?

Well, let’s assume that you’ve got a pretty good budget and there is a portion of that budget that can be reallocated to more opportunistic media.  Here are some tips that we use every day to make our clients happy and make us look good!

1. Remnant Broadcast Network, Cable and National Syndication: When considering your remnant (unsold or discounted media) media it is important to consider including first and second run syndication with targeted programming. In addition, you should actively seek last minute opportunities and be ready with a spot when these opportunities arise. These two points will help you achieve greater discounts off the rate card pricing.
2. Broad Rotation versus Fixed Position: When extending your media dollars, it is important to integrate “Broad Rotations” into your campaign. While Broad does include “Prime”, “Late Fringe” and “Weekends”, meaning potentially lower than average ratings, the cost per point is significantly discounted resulting in a higher volume of affordable spots.
3. Add a Call to Action: Using even a soft call to action, such as “visit www.emadv.com”, qualifies for direct-to-consumer discounted rates. In addition, with the increase in web, mobile and tablet use while watching tv, you can seize the awareness opportunity to generate and/ or expand your customer database. Don’t forget to reward prospects/ customers who visit your site by providing them with a special deal, coupon or offer.
4. Bonus Weight on Affiliated Media Outlets: When negotiating with networks, request bonus weight (at no additional cost) to run on affiliated outlets. For example, when you purchase media on Lifetime, you negotiate additional spots on Lifetime Real Women and the same thing can apply to broadcast stations and their digital counterparts. Be mindful  – if you are provided digital placement, ensure that you monitor performance separately in order to optimize appropriately. The added weight and frequency will enhance the buy and potentially extend your reach.
5. Add Impact to National Schedules: there are a variety of techniques to do this, but the two I want to focus on are (i) Unwired Cable and Broadcast Networks and (ii) Local Avail Position on High CPM Media. An Unwired Cable Network is an independent group of cable outlets that are managed and presented as a single media source to achieve effective, efficient reach. Similarly, an Unwired Broadcast Network is used in the same manner, CBS, NBC, ABC, etc. and generally airs in all dayparts. You can also add significant impact to your national buy with local avails on national cable networks.  Not only can you achieve cost efficiency based on the local avail rate but, depending on the network, you can clear a significant portion of the households…low cost = low CPM.

We’ve successfully supported a variety of clients and partner agencies achieve their rating goals by leveraging the tips outlined above. This is one of the reasons I love this business so much, there are always ways in which we can identify new opportunities to work with the media to help our clients and…make us look good.