Media Pack - Your Advice

[Serenity Craig]

Good Evening,

Looking for some advice from the forums...

I have a media pack that contains pricing for the advertising our radio station has, as a business how would you offer the pricing?

1. Add the entire media pack to your site and free download not capturing the lead.

2. Add the media pack for download, to obtain you need to fill in the form Name, Number and Email. upon completion - Download is available. (you have the lead if the information is correct)

3. Fact finding call, so they book meeting and we chat about their advertising needs to ensure they are getting the most from what they need.

Options 2 & 3 have been used by other radio station with the main one is request a media pack and then someone will call you back before sending you the media pack.

what is the best way or your ideas on what would be a nice way to obtain the lead and not frustrate the customer.

C

 

[JEREMY HAWKE]

I know nothing about your industry but anywhere where you can engage with the potential customer is better than leaving them to their own devices . This is the point where they could slip through

 

[fisicx]

All 3. You won't know until you do some testing.

But why have a downloadable media pack? Just publish the contents on the site with a CTA on each page.

 

[Serenity Craig]

Morning,

All 3. You won't know until you do some testing.

But why have a downloadable media pack? Just publish the contents on the site with a CTA on each page.

Thanks for replying, the downloadable media pack will have prices and basic information about the service, the thing is that in most cases those who advertise with radio will want serval options with it.

it's really best to talk through the project - send them the media pack and a tailored quote with it.

 

[ethical PR]

I do media buying and would be really irritated if you made me sign up to get hold of a media pack.

 

[Serenity Craig]

I do media buying and would be really irritated if you made me sign up to get hold of a media pack.

Very interesting thanks for replying... this is what i want to avoid..

are you a buyer of print, radio, tv or some?

I am specific to radio - on this note, if you buy radio do you find the media pack fits your requirements fully to make a purchase or do you need to engage with them and work a package out?

C

 

[fisicx]

Thanks for replying, the downloadable media pack will have prices and basic information about the service, the thing is that in most cases those who advertise with radio will want serval options with it.

Still don't know why it has to be downloadable.

Just publish the info on the site along with a message saying there are deals and discounts if they get in contact. Whoever want to advertise is already on the site, why make it difficult for them.

Once they have got in contact you can send them a personalised PDF with their specific deal.

 

[Serenity Craig]

Still don't know why it has to be downloadable.

Just publish the info on the site along with a message saying there are deals and discounts if they get in contact. Whoever want to advertise is already on the site, why make it difficult for them.

Once they have got in contact you can send them a personalised PDF with their specific deal.

Very valid point and indeed is the easier way to do it.

I will evaluate and see how this looks in terms of pages and copy

C

 

[Beck Shillito]

I think a download/email would be handy for capturing leads - it would also show you who your most active potential customers are. There's no reason why you couldn't give them a short overview on page, along with the option to download an 'in-depth' pricing booklet, or to book a meeting to discuss their needs with your team. It may sound overkill on the surface, but at least it gives you the opportunity to engage with your leads in fewer steps.

 

[fisicx]

I think a download/email would be handy for capturing leads - it would also show you who your most active potential customers are.

Analytics already tells you this. The only people you want making an enquiry are warm leads. Everyone else is a tyre kicker.

 

[The Byre]

I went to your website, pressed listen and heard nothing. I must have lost my serenity! For some reason, the 'Listen' button does nothing but the 'Player' button does - I suspect that isn't the only thing weird and/or wrong with the site!

If you do create proper media packs, you have to be absolutely clear what the various packages are. That is just not clear at the moment. The whole structure seems to be a long way off from conventional radio ads - but what it is, is far from clear.

There is also the problem of association - on the website, you advertise everything the aspiring satanist requires for a black mass - and you also advertise serenity crystals!

 

[Lucan Unlordly]

Having sold advertising, including radio, for many years, I've probably seen more media packs than most.

Personally I wouldn't focus on a media pack at all. It's poor practice to offer everything you do in the hope that the customer will make a valid choice that is appropriate to and best for their business and will inevitably be a price based decision. This is particularly true of radio advertising which for many small businesses is new territory.

Your station website has messages that are little more than 'puff'!' The very thing you are trying to sell is accessed by a small button PLAYER on the front page that should be much more prominent.

'perfect place for you to reach the right audience at the right time and in the right place'
How many, what demographic, what areas, what age?

'Evidence suggests that tuning into your favourite station helps to boost your happiness and wellbeing, so advertising with Serenity is a sure way to reach potential clients with relatively low output for maximum input.'
How so?

Your advertising link then takes you to a hefty list with 17 different options! Far too many.

 

[Ray272]

We used to use a top tool for targeting multinational companies. The Marketing Managers Handbook.

Within that book which I believe is published annually if not mistaken. You have the contact info and name of current marketing people in hundreds of thousands of organisations.
the people paid to spend budgets on advertising.

 

[The Byre]

The only people you want making an enquiry are warm leads. Everyone else is a tyre kicker.

I do not believe there is such a thing as a tyre-kicker. Interest is interest. If they enquire, then they are interested and have a reason to be interested - maybe not a buyer right now, but one day . . .

If they walk away, that is because they didn't like what they saw or heard. Simples!

Imagine you walk into a furniture store 'just to look around'. Some ghastly creature comes hurtling towards you are asks if you are interested in the Comfy-Down Majorette "because it's 50% off the week only!"

Oh dear! It's going to be like that, is it? We are going to have to run that gauntlet of dealing with that sort of creature. You leave. You never go back!

"Bloody tyre kickers!" says the creature.

But I shall go through @Lucan Unlordly's excellent advice step-by-step -

Personally I wouldn't focus on a media pack at all. It's poor practice to offer everything you do in the hope that the customer will make a valid choice that is appropriate to and best for their business and will inevitably be a price based decision. This is particularly true of radio advertising which for many small businesses is new territory.

You are not dealing with a professional media buyer most of the time, so a simple indicator of what is available and maybe a suggested price for a 20- or 30-second spot. "Prices can start from just £X for a 20-second spot. Call XXX for details."

Your station website has messages that are little more than 'puff'!' The very thing you are trying to sell is accessed by a small button PLAYER on the front page that should be much more prominent.

I must say that I had no idea what the format or focus of the station is from looking and listening to the site.

'perfect place for you to reach the right audience at the right time and in the right place'
How many, what demographic, what areas, what age?

This is the number one set of questions anyone buying ads is going to ask. Why should I buy time on your station and not one of a million others? When I was in that game, we had 16 basic types of audience members, each subdivided into various groups. (e.g. single old women, older married men, young mothers, etc.) Any radio station must at least have the basics at hand. Otherwise, the customer is just buying ads blindly and with no idea who is listening if anyone at all!

'Evidence suggests that tuning into your favourite station helps to boost your happiness and wellbeing, so advertising with Serenity is a sure way to reach potential clients with relatively low output for maximum input.'
How so?

Every claim MUST be always backed up with direct evidence that it is true and that it is not just fluff!

Your advertising link then takes you to a hefty list with 17 different options! Far too many.

Not only is it too many, but what they are is completely baffling! I mean totally baffling! Spot length? Spot frequency? Site placements? What? I used to work in TV and radio (back in about 49BC) and if I can't work out what it is you are offering, what hope has a purveyor of scented candles or voodoo dolls working from the garden shed got?

 

[Lucan Unlordly]

We used to use a top tool for targeting multinational companies. The Marketing Managers Handbook.

Within that book which I believe is published annually if not mistaken. You have the contact info and name of current marketing people in hundreds of thousands of organisations.
the people paid to spend budgets on advertising.

Sad I know but I've still got an old copy of BRAD the advertising 'bible' from the early 80's kicking around somewhere. It will turn up on the Antiques Roadshow one day!

 

[ethical PR]

Very interesting thanks for replying... this is what i want to avoid..

are you a buyer of print, radio, tv or some?

I am specific to radio - on this note, if you buy radio do you find the media pack fits your requirements fully to make a purchase or do you need to engage with them and work a package out?

C

Part of what I do is media buying for broadcast, online, social media and print.

Of course a media pack isn't going to give me the information I need to make a purchase, it simply helps me understand your reach (presume you have RADAR figures), pricing model, target audience (want to understand your research on this to back up your claims), pricing model etc to see if it's something that might work for the client.

Have your looked at what your competitors are offering?

 

[The Byre]

RADAR figures! Yer right! That had me laughing out loud!

"Well, according to RADAR, we've got a bloke in Purely, a Mrs. Millie Toolie of 17, Oil Drum Lane, Sidcup, and a goat!"