Traditional negotiations of a television buy consisted of the number of spots you could get for your budget. You’d also look at reach and frequency in an effort to hit some minimum numbers. You’d look at the cost per thousand as you targeted a specific demographic. Finally, if you didn’t like the programming it was usually eliminated.
It’s time to now integrate social media into your television, radio or print negotiations.
Yes, social media is a high priority with most local media properties. The obstacle for most stations is how do they leverage thier media with advertisers most auto client don’t have a vibrant social program?
The answer is they can’t!
This is great news for you! (You do have a social media program don’t you?)
If not check out Social.Motive.
There are two dynamics working here. The stations are looking for partnerships with dealers who have a social media program and a media budget. The stations have two strong motivating factors.
1) To get your ad dollars
2) To show some value in their social networks
For example WFAA here in Dallas Fort Worth has over 23,000 likes on facebook and over 18 twitter accounts. About 16,000 on one account alone.
Here’s how you do it… ASK!
Ask how can we tie your social network into theirs. Can we do some joint social promotions? Can we tie into some events you have scheduled? Can we tie into your local programing? Can we offer your social networks something exclusive?
For no extra cost you’re potentially connecting into another 40,000 targeted individuals simply by participating in social media. Just ask! You have a motivated partner.
Integration of social media into your media negotiations is a must. Leverage, leverage and more leverage!
Integration is the name of the game.
Look to integrate everything you do. You really can’t afford not to!!!!