The Niche Magazine Conference in Nashville last month left me with many “ah ha” moments as I listened to some of the smartest publishing people on earth talk about how to generate more revenue for our media companies. But making more money generally involves selling something and that can always be the tricky part. That’s why the session Media Buyer’s Steel Cage Match was one of the most valuable to me.
In this session, three local media buyers, Theresa Chang of the Buntin Group, Kristen Counce of Sullivan Branding and Rich Melin of BOHAN sat on a panel and answered questions from the audience of about eighty people for an hour and a half. Here are some of the highlights of their advice to ad sales people.
Use email as your primary mode of communication with them – at least initially. When you contact them you need to have a compelling reason for them to consider your magazine or website not just a general fluff piece on why you are the Bible of the industry. Make your emails very short – don’t go in to a long drawn out sales pitch. If they have to scroll down to read the whole thing they will simply delete it.
Know everything you can about their client before you contact them. They are far too busy to bring you up to speed on who their clients are and what they do. When you do meet with them either on the phone or in person, have a list of questions to ask pertinent to how they fit with your media offerings. Don’t waste a media buyer’s time.
Providing the media buyer with valuable research and market data will almost always get you a meeting. Research is key to opening the doors of communication so use it often. The media buyer will then come to rely on you for the information they need to do their job. Feel free to contact the advertiser directly with any information you have, but always copy the agency if there is one, with all communication.
Remember, there are thousands of ad sales reps out there, most are really bad and only a select few are worth the time of a media buyer. Be one of the best by being prepared, informed and a marketing consultant and partner to the media buyers.
eNewsletter Sign Up
Sign up for Nancy's FREE
eNewsletter. Nancy hates SPAM
so, she will not sell your name!