“You just have to be opportunistic, and try to figure out what creates value... where the bottom is, what creates incremental value, and in what combinations.”
Like any good relationship, the one between media buyer and client is built on trust. For you to feel justified in letting me spend your money, it’s important I prove to you that I’m qualified, knowledgeable, and can get you the results you’re looking for.
But even then, if all I’ve given you is my word, how do you know I’ve served your company’s best interests? Short of polling your customers on their way out the door (the annoyance alone might cost you returned business), how do you know if your advertising has generated any profit? After all, store traffic could have increased as a result of a new location, new store manager, new product line, new return policy, etc.
Point is – it’s a fair question. And you should ask it. In fact, if your media buyer hesitates at all in answering, fire him. Because what you should hear is something like this:
“It’s important to me that my clients know exactly what their advertising dollars are doing. So, every month I’ll be sending you itemized breakdowns of what you’re spending, where you’re spending it, how much you’re paying for it, if you’re receiving a reduced rate, and (here’s the important part) what the medium is rated.”
Ratings, calculated differently for each medium, tell you just how many people are seeing each board, each commercial spot, each piece of print. That way you can decide if the exposure you’re getting is worth the price that you’re paying. An exceptional media buyer will take it one step farther. They’ll also chart your buy over time, allowing you to compare company profits with company advertising efforts.
It’s your money. You have a right to know if it’s worth spending.
Jaime Smith, Media Buyer
The Russo Group