The AdNews NGen blog: Buying media, I mean getting a date, I mean buying media

Dating, flirting, courting, getting some – however you describe it, it is a hell of a lot like planning, buying and negotiating that tricky media brief. Allow me to elaborate.

Step 1: Getting the brief

Sometimes you expect briefs, other times they come out of the blue. Sometimes you read the objectives from Global and think "this just doesn't work". But other times you get a brief you are really excited about.

But let's jump forward to post 5pm. You're hanging at The Beresford, looking around for some talent. Nothing takes your fancy just yet – his hair is too short, her hair is too big. But suddenly one of them approaches and you know what? You've got yourself a brief.

Step 2: Briefing the media, aka telling your friends

After the initial briefing, a bit of head scratching and thinking what the hell your approach is going to be, you turn to what you know. The media stable offers, Roy Morgan runs, past research, asking the client more questions and brainstorms with your strategy team as a starter. Then once you have your data in order and know what you are going to tell publishers, you start the briefing process with the much loved 48 hour response deadline in place.

Now, back to The Beresford. Numbers and names were exchanged but the day after rears its head and you start to wonder what the hell to do. Again you use your resources, only in this case it's Facebook and asking your friends until you finally you start to strategise your next move. The decision? Wait 48 hours and if you haven't heard from them, move on. Without being desperate you take another swig of your Berocca, put your number on private and check the number was actually legit.

Step 3: Getting a response back from the media aka hearing from your new friend

So it's been 48 hours and in true rep style they have come through with the goods right on deadline. There are some great ideas, few tweaks needed but all in all spot on target. 

But what of the other deadline? "Beep, Beep", a text message arrives almost exactly 48 hours on from the initial meeting. The content is a little rough, but again some great ideas.

Step 4: Negotiating aka securing hand in the relationship

Every client wants to see added value negotiated, and every buyer wants those little wins. These are just as important out of work hours. Everybody wants that upper hand. The reply to that text message needs to be crafted perfectly, allowing you to play a little hard to get.

Step 5: Signing the contract aka the first date

So once the haggling is over and both parties feel comfortable with the terms, a contract is exchanged and the activity is added to the plan.

Again if we refer back to our date we see the first meeting as the equivalent to exchanging a contract. Both parties have seen the terms and with an open mind and wishful thinking the night begins. The end of each night, or the signing of the contract will differ according to your own T&Cs.

Step 6: Tracking the campaign – both campaigns

Obviously we need to track the campaign and optimise where necessary.

Tracking is just as important with our other activities too. In this case however we track by: performance on the night and gossip. Tracking will only work if you set clear goals prior to the date and most importantly relayed to your colleagues after.

There is also added value, boozy lunches, insertion orders, word of mouth, brand uplift and purchase intent to talk about but I'm sure you get the drift.

The point? You have to be as strategic and willing to play the game in media as you are in the courting scene. And obviously have a bit of fun on the way.

Elena Giannini
UM