End of the Month Advertising Offers... What Should You Do?

Deal or no deal…

by Anna Gerard, Wizard Associate (soon to be Wizard Partner)

A follow up story to the post "A Frustrated Radio Rep Speaks"

 

"If the shoe doesn’t fit, it doesn’t fit any better because it’s at half price. Advertising is no different."

 

One day the phone will ring… It’ll be the newspaper, or the TV station or the radio… and they’ll be calling with the greatest deal on earth.  In fact they’ll throw in so many bells and whistles you’ll think the circus has hit town… But is advertising a good buy at any price?  From what I’ve seen, more of you should be saying “no”.

The problems start with the reasons most media want to deal… It comes down to two things; a) unsold inventory or b) unmet budgets.    

So what’s the problem with buying unsold inventory at a good price?  By the time media decide to deal, they’re generally trying to flog the cheap seats.  Think about it, what sells first?  Prime placement – priority pages, priority time slots… So what they’re offering you is the stuff the others don’t want… the 3am’s, or the bottom corner of page 88 beneath a riveting article on sewerage.

So what’s the problem with a media deal put on the table because they want to make budget?  

The offer is always short term… In radio and TV it’s usually three to five days worth of advertising.  Why?  Because the media only need to sell inventory now before the last day of the month rolls around.  They won’t sign you up for six or twelve months at a discounted rate, they’re hoping next month they won’t need to drop prices at all.  

I’ve seen far too many businesses new to the medium pick up deals like these hoping for a shot at “branding”… And I’ve seen far too many make up schedules run a week later, because results could never live up to expectations.  Picking up a package like this for branding is like flushing your advertising budget down the toilet… And any media rep who tells you three to five days will work for branding… should also be flushed down that toilet!

Are these deals all bad?  I don’t suggest that anybody new to the medium signs on to these deals… the whole process is rushed, the placement generally isn’t what you want and the results will disappoint almost every time.  Save your money for the campaign that is right.

If you’re an existing client, already running a call to action style campaign over this time… you may benefit from this deal as a “booster”… But before signing always ask for guaranteed placement.

Always remember - if the shoe doesn’t fit, it doesn’t fit any better because it’s at half price.  Advertising is no different to anything else - you get what you pay for.

 

PS. by Craig... The unfortunate thing is, most reps selling these last minute deals are not even aware what they are offering is destined to fail. They have not been educated in HOW advertising really works.

But that's a story for another day.