We just wrote about this and received several questions from people who are positive that there just wasn't any money. Of course that's happening - but just check to see if that's REALLY true.
Right now, last week and next week, many stations are doing the annual Client Appreciation thing. And of course that's about price - only price. It works wonderfully if we don't do it all the time. I've talked to a few people who are doing nicely with their's.
Not about that, but this is about any specific, compelling product - like sports - that is sought-after enough to become a "gotta-have-it," people always come up with the money. Example. Someone reminded me of an incident that occurred 15-years ago. We had a great sports promotion that an AE presented (mistakenly) to a media buyer for Client A. The buyer looked at it and told our rep that the budget was spent. She was right - the media budget that had been handed down to her - from the client and through the agency had been spent.
After Client B (a competitor) bought the promotion, Client A asked why we (the stations) hadn't shown it to them. We told her that we had presented it to the agency and they said, We don't have the money, it didn't fit the demo and the cost-per-point was way out of line. It was a sponsorship package of the Phoenix Suns 1993 championship year ending with an incredible series with the Chicago Bulls. Client A fired the agency over it.
The moral of that story is - if the product is really compelling to the client - the money will appear. (And don't take sports packages, NTR or web products to media buyers. You know what will happen before you get there.)
Second point. There are some things that just aren't cheap. Would you shop price for a cardiac surgeon? An ophthalmologist? My really cool cousin shopped for a cheapie honeymoon. He found it. Since then it's cost him untold thousands in many, many ways. Every time there is even the slightest Marital Tiff he's reminded how low-life he is because they went to Montana instead of Maui for a honeymoon. Then there was the Christmas where they decided to be common-sensed and practical about gifts - and the idiot actually believed it. She'll never let him quit paying for those mistakes.
There are just some things where price isn't the number one priority. How about us? What kind of vibes do we put out there? If we appear cheap, like another radio rep, selling points, spots, dots and ranker - we'll be destined for Price Hell. If somebody comes in cheaper - we lose.
