Does your media proposal tell a story?
Bruce Mundell • July 20, 2022
To make your media proposal stand out from the competition, you need your pitch to tell the best story.
Here are some of our tips for great media sales story telling
01 - Tell a story about them, not about you.
- You are being briefed to carry a campaign about your client’s brand.
- Your sales story main character needs to be them.
- Your products play an important role but are secondary characters who help the main character succeed.
02 - Illustrate your understanding of their campaign objectives
- It’s important upfront to reiterate your understanding of the brief.
- If for some reason, there strategy or approach has changed then this tactic can help you get a second chance.
03 Link your story via a source of truth.
- Your customers are taught to build solutions on data points and insights.
- Your solution will carry so much more weight if you can link this throughout your story.
- An insight might be a data point you have discovered about your clients Target Audience, Product, Category, Competitor etc
04 - Hero your solution.
- Make sure you hero the best part of your solution.
- What is your key USP.
- What can you offer that your competitors can’t.
- Prove that every part of your solution has a role against their objectives & is on brief.
05 - Sell in a partnership
- There success is your success.
- Make them believe that you have come to the table with your best possible foot forward to drive them their ultimate outcome.
- If they pick you to be their partner, what will be your commitment to them from this point on.
Last week, our team got the pleasure of attending B&T's 'Cannes in Cairns'. These were our top ten observations, learnings & ideas from the conference.
When working in media sales – the most important skill that no one trains you on is that of negotiation.
This was the first conference globally where the IAB had teamed up with an Out of home industry body – the OMA – to create a conference about ‘powering DOOH’…
The media industry is known for its churn and turnover. There are many factors on why employees exit a business that you cannot control but one you can is making sure their first impression is favourable and memorable. Having a quality and established onboarding programme is proven to lead to higher retention rates, more loyal employees, and a strong ROI..
There is currently lot of market debate about the Attention Economy & how it’s planning principles can help drive better advertising campaign results for agencies and marketers. What interests me is should media publishers be using this new trend to position its products for greater conversions & higher rates?
Key Note - MIQ – Jason Scott & Belinda Cooper – Big Picture Programmatic (Featuring DOOH).
Cookies are (almost) dead – Can DOOH take the biscuit.
MiQ is an independent omnichannel DSP who have stitched together a mixture of programmatic tech so that they can transact across multimedia using consistent data sets to make smarter decisions.
90% of the way they plan, and buy is getting ready for a cookieless future – within 12 months they will be at 100%.
Trends over time have showed more media spend is going to Digital media – and when you look at digital media spend more share is being spent programmatically.
Investing in data can be a serious waste of money for a media publisher, unless they have a clear plan on how they will apply it & drive a return on investment
Market SHIFT Consultants has done a lot of research into tips on delivering best in market presentations across these three channels – Face 2 face; email & via video call. Below are some of our best tips for video call presentations.
Ehrenberg-Bass (EB) challenged the idea of brand love, effectiveness of loyalty campaigns & the practise of hyper targeting. They claim there is only “mental availability” & “physical availability” which translates that buyers preference brands who are top of mind & easy to find. If you don’t have time to read 64 pages of research then we have created a summary of the key learnings for B2B marketers with some recommendations on how to apply the laws. As we specialise B2B within the media industry we have highlighted some considerations with recommendations on how these laws can be used by the media industry.
