Two things I want to touch on here:
1)if you are placing your media quarterly or yearly, make sure you ask for added value programming
2)produce commercials that are evergreen
Added value programming has become a staple of our media negotiations. If a client is willing to make a longer-term commitment they deserve to get extra incentives. Added value programing is generally station inventory that is either available the first of the month when advertising is sparser, or unused inventory that may be of high quality. You should get your fair share of the early month time slots, no question and consideration for any unused airtime.
The safest way we have seen to take advantage of these bonus spots is to produce an evergreen commercial – one that can air anytime without being affected by time-based incentive programs. Producing a commercial promoting your website is always a good idea; creating one that is better than the competition gives the market something to look forward to seeing, and makes your URL memorable. Talk with your marketing people about possible evergreen commercials – now’s the time.
John Paul Strong
John Paul Strong combines his two decades of automotive marketing experience with a team of more than 140 professionals as owner and CEO of Strong Automotive Merchandising.