A friend of mine recently became a GM at a TV station. He came up through the ranks without a sales background. I asked what his biggest surprise was in his new role. His answer? The salespeople were not focused on the customers’ success! He said he looked at several proposals – all were very pretty but they were all about his station. Lots of statistics and why the customer should buy TV and even what programs they should buy but nothing very creative directed at the client from the client’s point of view. He was shocked.
I see the same thing everywhere. Lots of the same old “your commercial will be seen by X number of A25-54” with some Marshall Marketing or Scarborough thrown in to make it look more customized. The research justifies the schedule. And sometimes a script was included. That’s about it.
Any station can do that and most stations do.
What will set you apart is your idea – an idea specifically designed for your advertiser focused completely on their best customer for the product they are featuring. Ideas that will break through the noise and make that best customer want to engage with your advertiser. An idea that intertwines all delivery systems (website, mobile, email, etc) to maximize impact on that consumer and give them multiple engagement points. An idea that compels that best customer to interact and respond with the advertiser because she simply must!
There’s a reason ad agencies come to stations all the time asking for ideas. It’s because they figured it out long ago. To remain relevant to the advertiser it isn’t just about cpp’s or whether they use TV, radio or door-hangers. To the advertiser it’s about establishing a relationship between them and their consumer and relationships are established with relevant compelling ideas.
I know you’ve heard this before but why do proposals today look so similar to proposals done 10 years ago? Basically, they all say “Use TV, use my station and here’s a (boring) script!”
People who take the time to really think and identify the advertiser’s needs and create and develop great ideas to establish the relationship between the advertiser and consumer will always be remark-able.