The other day I got a call from a media rep telling me that one of my clients just HAD to advertise on her media outlet. After all, she was having a “ONE DAY SALE” that they just had to advertise in. I mean, what more did my client really have to think about with a deal this good?

Uh….let’s see…I guess just some minor issues, really. Starting with the question of whether the client’s target audience even watches her station. Any demographic info for me? No? Bummer. I’ll pass for now then.

“But, but…we get (INSERT INFLATED FIGURE HERE) eyes in front of our media outlet!”
I’ll actually take your word somewhat on that, Media Rep. But here’s the problem. Those eyes may not be the right eyes we need, and even if they are, then you still have to craft one customizable package built around my client and their target audience. When are the ads running? What percentage of our audience will be watching at that time? Because you telling me you’re running a Spring Clearance Sale on TV spots/Radio spots/Print ads isn’t going to help me or my client’s clear-cut marketing goals any. Because if you can’t give me some data I can chew on, it’s still all about YOUR NEEDS (Side note: I swear a rep once asked me if I could take his offer because he really, really needed to make his quota that month. If you are in any kind of sales, do not do this. Ever.)

As someone who consults with media channels, I encourage media reps to be more than just, well, reps. I encourage them to be consultative.

How? Well, before you rush to pick up the phone and talk about the awesome deal you’re running:

1. Get to know what my client is trying to accomplish in the next month/quarter/year.
2. Get to know their target.
3. Have the stones to say, “You know what? After looking at your audience and goals, our station/publication probably isn’t right for you.” I would respect and do business with people like this later because they are making an attempt to be a partner in my client’s success.
4. Understand that it’s not a good deal until I see the data that suggests this indeed fits into the total brand strategy I’ve helped to create with my client.

I get it. Times are tough. Marketers are cutting back on TV time, radio spots, print ads, etc. That puts more pressure to make a sale. But media reps that act closer to used car salespeople aren’t helping their cause. Instead they need to listen first, listen often and then design a more individualized program toward their customer — in this case, myself and my client.

If we and our clients have to go to the Nth degree to understand what motivates our target audience, I think the vendors trying to sell to us both can do the same.

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