If it wasn’t negotiated by MAN Marketing there’s a very good chance it’s underperforming. A MAN Marketing media buy is better than just about any other media buy for several reasons.
First and foremost, MAN has a team of seasoned media buyers who do nothing but research and negotiate media. Most automotive and home improvement ad agencies do not have this. Instead, clients have to rely on their account executive to get them a media schedule. More often than not the overworked account executive rubber stamps whatever the radio or television station sends them. This results in you paying much, much more than you should for your schedule.
Second, MAN Marketing is one of only a handful of automotive and home improvement ad agencies in the country that subscribe to all of the research necessary to make intelligent media decisions. Strata, Nielsen, Scarborough and SQAD are just some of the tools we subscribe to for our media team. In total, we make an average six figure investment in research annually to assure you get the best media buy. We invest in the front end so that you don’t pay more on the back end. Chances are your current agency doesn’t invest a penny.
Third, MAN Marketing uses a unique three pronged negotiation technique that maximizes your return on investment. We start by counter offering the presented spot rates to drive down the average cost per spot.
Then, after we have successfully negotiated to the bottom of the barrel…we push for added value. This can take the form of no charge bonus spots, sponsorship mentions, etc. In many cases this phase of negotiation alone may add 30% to the value of your schedule.
Finally, we set our sights on merchandising. This can range anywhere from gift cards to tickets. These can enhance your marketing efforts by incorporating them into a sales contest or incentive program. Simply put, nobody works a media buy harder than MAN Marketing.
Still skeptical? Allow us to bring one of our media buyers out to meet with you. Within 15 minutes you’ll clearly see what your media buy has been missing.
To make this completely fair you may want to invite your current agency to bring their media buyer out as well (if they even have one).