From time to time, we all get an amazing “deal” that comes across our desk from the media. And it’s tempting to throw $300-$500 dollars at something that we’re getting for 75% off or even 50% off. But in those moments, it’s critical that you remember what your strategy is, and why you pursue it.
If you’ve been following this blog for any length of time, you probably recall that each type of media has it’s own place and reason for existence. Radio for promotions, TV for branding/image, Newspaper to reach the older demographic with coupons, Print magazines for branding/image, Online to reach nearly everyone with an offer, and Social Media to create buzz and reach people traditional media won’t.
So when those “deals” come across your desk, think hard about what the best use of the media is, and whether or not your marketing plan calls for that type of marketing at this time. If it doesn’t call for that kind of marketing, consider negotiating with the media to commit to buy that deal now, but run it when your marketing plan calls for it.
What if your marketing plan never calls for you to use that type of media? Well, one of two things happened: first, it’s not the right kind of media to carry your message, or you had higher priorities and therefore left if out of your marketing plan. Or you failed to consider it and left it out of your marketing plan because you didn’t know about it. If it’s not in your plan because you had other priorities – unless those priorities have changed take a pass on the “deal.” If you didn’t know about it, then consider it and see how it fits into your overall plan.
The most important thing to remember is that much like those Halloween Jack-o-lanterns on November 1, the reason the media is making you a deal is that, for whatever reason, their product doesn’t have enough demand to command their full price. They aren’t doing it out of the goodness of their heart, they have to move product. And just as you probably wouldn’t go out and buy 100 Jack-o-lanterns on November 1 just because they are on a screaming sale you should exercise the same restraint when the media comes knocking with their sales. Make sure it fits into your plan – if does buy, otherwise pass for now. All the screaming-sales add up and what you spend on them will impact what you can spend on the marketing you need to do and plan to do. Choose carefully so you don’t end up with 100 Jack-o-lanterns collecting dust.