Deal or No Deal.
By Karen Hansen

Shopping is the most fun and satisfying when you buy something really expensive or you get a really great deal. Or when you get a great deal on something really expensive. That's why it's commonly referred to as retail "therapy." It can make you feel awesome.

The thrill of getting great value extends beyond a trip to the mall. It's a part of what we work so hard for everyday. The last several years have been tough on everyone - not only in our personal lives (with things like increasing prices at the pump and escalating utility bills), but also in our jobs. There are fewer people, more work and budget cuts on everything from staff to office supplies and marketing dollars.  Even with significant cuts in budgets, the expectations to grow sales, market share and profits are higher than ever - making it even more important to make every marketing dollar count. In terms of your advertising media, ask yourself, are you getting a deal or settling for no deal at all?

Not to confuse "deal" with cheap. It's definitely not the same. This definition of deal is getting the most for your money. Making sure you are doing the best you can to reach each and every goal.  From years of experience of working with advertising sales representatives, I can tell you that media deals are there. You just have to know how to get them. The first thing is to know they exist. Whether it's television, radio, print or online, salespeople want to close a sale and will work with you to make that happen. Avoid the distraction of tempting offers by outlining what you need to help your company achieve the goals. Make sure the offers match your company's goals. If not, it's not a deal, regardless of the price.

Communicating advertising goals with sales representatives will give them the opportunity to put together the best program for your company and your budget. Don't be afraid to share the objectives. You don't have to give away any secrets; however, everyone will win if you share enough information. It will help the salesperson put together the best possible program. If there is something your company really needs or wants - for example a custom research project offered as value-added merchandising - ask for it and see what happens. Worst case - they say "no". Most likely, you won't get a "no" but rather a "how about this?" It's in everyone's best interest to make your advertising program as successful as possible. That's what keeps advertisers coming back for more.

Finally, negotiate. Don't settle for published rates. Leverage your marketing commitment and the relationship you are developing with the media outlet. Keep in mind the media want companies like yours to advertise. It builds credibility. The advertising investment made by your company helps them sign more deals and make more money. By choosing the right magazine, radio or television station or website, they help you reach your target audience effectively. Think of it as a win-win for both. Everyone walks away with that awesome feeling and a great deal.

Sounds easy enough, right? Honestly, it's easier said than done. It takes time, commitment, relationships and passion to get advertising deals. It's best to let experienced professionals step in and do the hard work for you. By doing so, your company not only gets the best deal on advertising placement, but also get the best use of your time.

Now that's a great deal.

E-mail the author: Karen Hansen

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