We’ve all been there, a client wants to make a splash, but has a limited spend – and they want people to remember them. What do you do?
Consider this: Rather than spreading their commercials over the week – ask them if they want to own a day?
Such as owning MONDAY’s only or TUESDAY’s only – or – How about SUNDAY’s?
Pick the days that are the least popular with your other advertisers and spread their 10-20 ads that they would normally have for the week – over that one day – one commercial an hour is one of my favourites – between 7 am and 5pm.
They become known as the Monday client and they not only own the station during that time – but their message – if it has a great call to action in in – will drive higher store traffic for a couple of days, rather than trickling in over the week and therefore being overlooked by the client.
By owning a day – having a top Call To Action message – and the client seeing people come in, your job selling to the client next time is made so much easier. Plus they will get results that they can see at their cash register.
Also, some stations do offer a better rate if clients choose to advertise Mondays and Tuesdays, as the week goes on – in these stations, the prices go up – so the client will get better return for what they spend.
Better rate = solidly booked days which have traditionally less content = more ads from one client = more store traffic IF the message is a Call To Action that people want = a happy client who will spend more with you down the track.
Win! Win! WIN!