I've been noticing an interesting trend in advertising. Large companies that have traditionally locked
down the prime real estate in traditional advertising, have had to release many premium positions due to
budget cutbacks. This means that positions in TV, Print, Outdoor, and Radio that have not traditionally
been available, are now. In addition, because media entities are loosing the associated revenue faster than
they can replace it, these positions are not only available, but they can be a bargain! For the first time
in recent memory smaller businesses have the opportunity to move into high-profile positions at low-profile
costs.
This means that you don't have to settle for the same reach and frequency in your advertising. Here's
what to do:
- Pay attention to vacancy. In TV and Radio keep an eye on the number of promotional
announcements. These are what stations use to fill the space left by unsold inventory. In print, see if
there is a decline in the number, size, and use of color for big-name advertisers. And for Outdoor -
"This Sign Is Available" and old, faded copy reflect vacancy.
- Inquire about pricing and availability. Get in touch with a sales rep and ask for
pricing and availability, but don't give them much information. Tell them you're looking at doing a
"significant" campaign so you want their best pricing and to know what inventory is scarce.
- Make a low-ball offer. Assume that you can get some excellent deals. Find
inventory you like and set a low-ball ceiling that you will not go past. Then, within the guidelines of
your marketing plan, start making offers. Make sure you don't get emotionally involved though. There
will be plenty of great opportunities so walk away from sales people that aren't willing to deal.
Traditional media is leaking dollars in epic proportions and they're prepared to make deals. The big
boys paved the way and the economy has opened the door. Spend your marketing dollars wisely and buy a
larger audience with greater frequency, without spending more money.
