It's important that while you are negotiating with reps on price, that you are doing it in the spirit of partnership.
While it is true that the job of us media planners is to a) create media plans that connect our clients to their target customers and b) get them the best deals we possibly can – it is also our job to create great relations with the media reps. A rep that likes you, and likes working with you, is much more likely to go to bat for you and your client when it comes to getting a great deal or layering in that value add. You know – the things that makes us media planners look like heroes!
So, it is super important that while we are negotiating with reps on price and being hard bargainers, that we are doing it in the spirit of partnership. That we are making sure that it is all done in a way that strengthens the relations between the media property, the client, and of course the agency.
Here are some tips to making sure you or your media planners are showing the love to the reps:
Remember that an agency's relationships with media reps are a big part of why clients come to us. So, in addition to developing expertise and technology, one must not forget to cultivate good media rep relations!
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As founder and CEO of Overdrive, Harry Gold is the architect and conductor behind the company's ROI-driven programs. His primary mission is to create innovative marketing programs based on real-world success and to ensure the marketing and technology practices that drive those successes are continually institutionalized into the culture and methods of the agency. What excites him is the knowledge that Overdrive's collaborative environment has created a company of online media, SEM, and online behavioral experts who drive success for the clients and companies they serve. Overdrive serves a diverse base of B2B and B2C clients that demand a high level of accountability and ROI from their online programs and campaigns.
Harry started his career in 1995 when he founded online marketing firm Interactive Promotions, serving such clients as Microsoft, "The Financial Times," the Hard Rock Cafe, and the City of Boston. Since then, he has been at the forefront of online branding and channel creation, developing successful Web and search engine-based marketing programs for various agencies and Fortune 500 companies.
Harry is a frequent lecturer on SEM and online media for The New England Direct Marketing Association; Ad Club; the University of Massachusetts, Boston; Harvard University; and Boston University.
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