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| | The The CopyWriters Connection Network is not currently active and cannot accept new posts | | How To Negotiate and Get Advertising Done Cheaply | Views: 246 | | Jan 05, 2006 1:19 am | | How To Negotiate and Get Advertising Done Cheaply | # | 
Steven Boaze | |
One of the best kept Secrets in advertising is
how to get better rates than what the
publications tell you is available!
See, they'll all quote you the rate card numbers,
which are supposedly their "regular" rates for
advertisers. They'll tell you how much different
size ads cost, sometimes offering you a discount
if you agree to do multiple runs of the ad.
This mostly refers mostly to display ads,
although you can occasionally get a deal in
classifieds. For the most part, you'll have much
more success in the display ads, and I would
stick to those. If you test classified ads, don't
be surprised if the results are low. Display is
almost always better.
Keep this point in mind: The less you pay for an
ad, the better it is.
I know this sounds crazy, but if you save money
on ads, you can test more of them, and have
better overall results. Sometimes people forget
that everything is negotiable. At least,
sometimes.
So, how do you improve your results on getting
lower cost advertising?
- Go to the library, or get a directory of trade,
hobby, special interest, etc. publications and
organizations. Don't assume that your "local"
paper is the only or even best place to
advertise. Some of these specialized publications
can be literal goldmines that no one takes the
time or trouble to test.
- Get every media kit from every publication.
- Forget everything in the media kit except: 1.
Number of subscribers, and news stand sales. 2.
Rates for different size ads.
- Do comparison of the ad size you want, figuring
rate divided by number of distribution (e.g.
$1,000/20,000 = $50/thousand; $1,000/50,000 =
$20/thousand).
The lower cost per thousand is better (at least
to start). You are looking for the lowest cost of
an ad and the largest distribution of readership.
- Begin negotiating.
I suggest An "In-House" Agency. All you need is a
clean master from your laser printer. Sometimes
they want a negative. Sometimes they'll type set
the ad and still give you an agency discount. If
you are not good at desktop publishing, it may
pay for you to spend $20-$40 to have one of your
neighbors or someone else do it for you.
You have to see if the cost of type setting is
offset by the agency discount. If, you save $10
on an ad and have to spend $20 to get it type
set, then save your time and money and just let
the paper do it, skipping the agency discount.
Just tell the publisher you want the 15% discount
for your own agency. If they ask for "proof' that
you have an agency, just print a piece of paper
with an agency name. Something like:
Streamline Advertising Agency- Then, ask if they:
1. Have test ad rates. 2. Have mail order rates.
3. Have remnant space. 4. Have stand-by space. 5.
Have discounts for cash paid up front. 6. Will
give you a multiple rate insertion discount for a
one-time test. 7. Will give you a right-hand
page, as far front as possible. 8. Will give you
credit. 9. Will give you two color for price of
black and white. 10. Will give you any
advertorial space for free. 11. Will do any
articles or press releases for free. 12. Will be
sure to leave off the "reader reply number." 13.
Have combo rates with sister publications.
Don't ask if they will make you put
"advertisement" on the ad. Be prepared to walk.
Try sending insertion orders with a check for a
lower amount, and see if they'll take it. Always
explain that you are a direct response marketer,
and that if they price it right and the ad works,
you'll stay forever.
Don't get talked into a multiple-run discount if
you are required to, in fact, run multiple ads.
Only accept the multiple-run rate for a ONE-TIME
ad! If your tests bomb, why would you continue to
run?
Keep in mind, many publications will only give
you the standard 15% agency discount if you give
them a finished ad. They will not deal from their
rate card. This is true for publications that are
prominent and think you are bound to advertise
with them.
That's why you need to become an expert in
finding little-known publications. First, you can
sometimes pull way more leads per dollar spent,
and second, you can sometimes cut a much better
deal.
Yes, some publications will not negotiate. Then
you have to decide if you want to run there. By
the way, everything I've just talked about is
true for cable TV, radio, or any other media.
Some will negotiate, some won't. It never hurts
to ask!
Steven Boaze
http://www.copywriteplus.comPrivate Reply to Steven Boaze | | |
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