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Keensurfer
Joined: Nov 05, 1999
# Posts: 885
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Posted: 2003-Apr-25 02:36
Let's share what techniques work best for us when we need to negotiating advertising. I'll start the thread off with a scenario and a technique that I use.
Scenario: I am contacted by someone who most likely saw that my firm spends a lot of money in Overture (so they cost me money), and they are pitching their wonderful advertising product/service.
Technique: I ask the solicitor what they believe the acquisition cost should be to acquire an advertising account such as my company. Whatever it is, I ask that they give it to us in free advertising (a day, a week, a month) to "prove" how wonderful their ad product is. If their product is truly so wonderful, they wouldn't need to call me, I'd call them. If their product turns out to be great then I'd be stupid not to invest in their advertising product and they have earned my business. If their product is unsuccessful then I saved my firm money because we would have been disappointed in the results.
Typical Result: Most firms are scamming or trying to get the quick hit in run, so they run. Occasionally though, you will run across sincere companies with products that they believe in and given the current economy, they are willing to prove it to you on a trial basis. I am successful a small percentage of the time with this technique but the occasional diamond in the rough find makes it worthwhile.
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Keensurfer
Joined: Nov 05, 1999
# Posts: 885
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Posted: 2003-Apr-25 13:59
Bump. Comments?
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WinningWays
Joined: Eons Ago
# Posts: 3433
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Posted: 2003-Apr-25 15:12
I like the free trial technique. I ask for it once in a while if the company seems to be legit.
I barter most of my advertising. I have rarely paid for anything other than Adwords (for another site of mine, not my main one). If you find a site that has synergy with yours, bartering can work well for both sites.
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netcservices.co.uk
Joined: Aug 06, 2002
# Posts: 1594
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Posted: 2003-Apr-25 15:18
I don't pay for anything either...
*Grabs WinningWays birthday cards so he can pilfer some money out of them*
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WinningWays
Joined: Eons Ago
# Posts: 3433
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Posted: 2003-Apr-25 15:19
Hey, stop that! And here I though you were nice. I guess I won't be buying you drinks anytime soon...
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netcservices.co.uk
Joined: Aug 06, 2002
# Posts: 1594
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Posted: 2003-Apr-25 15:19
You live in the usa when would you likely to be buying me one anyways?
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WinningWays
Joined: Eons Ago
# Posts: 3433
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Posted: 2003-Apr-25 15:27
Western Union. 
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netcservices.co.uk
Joined: Aug 06, 2002
# Posts: 1594
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Posted: 2003-Apr-25 15:31
?
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Keensurfer
Joined: Nov 05, 1999
# Posts: 885
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Posted: 2003-Apr-25 19:14
WinningWays,
Bartering is another great tool!
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thejenn
Joined: Aug 08, 2001
# Posts: 9196
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Posted: 2003-Apr-25 20:09
Keensurfer, that's an interesting idea, and one that I had never really thought of.
I don't currently handle our media buying, my partner does, but I'll be sure to pass it along to her.
I did used to handle some media buying for a company I used to work with. Mostly, it wasn't striking monetary deals as it was getting the true skinny on the advertising product from them.
If it's online advertsing (banner ads, ppc, etc...) I always ask for a list of sample conversion rates that similar companies have experienced with their service. If it's a banner ad specifically, I want to know the click-thru rates on various parts of the site and if I can get contact information for the people buying them (to see if they are happy with their purchases.) I would also ask how long their average advertiser has been advertising with them. (because if you get good results, you stick around long-term.)
I know that's a bit off topic, but it did always let me know what type of ROI I was looking at for various media buys and I could use that as leverage to try and get a better deal.
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Keensurfer
Joined: Nov 05, 1999
# Posts: 885
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Posted: 2003-Apr-25 22:16
thejenn,
"I could use that as leverage to try and get a better deal."
Leverage does = better deal!
Good point on the references too. Anyone that can't give a few good ones aren't worth their weight in salt.
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thevirus
Joined: May 06, 2003
# Posts: 172
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Posted: 2003-Apr-26 01:23
lol i dont even know what pilfer means im only 15 i like to point that out mabey ill see some of you guys at the montreal conferance but we have to watch out for sars
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Keensurfer
Joined: Nov 05, 1999
# Posts: 885
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Posted: 2003-Apr-26 03:15
the virus,
pilfer = steal (as in theft)
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