When Buying Radio Or Other Media From A Rep On Your Own Is A Bad Idea

You are here because you want the truth and you want your business to grow faster and more profitably.

Right?

Buying radio, television or print from a media salesperson yourself is in most cases a horrible idea. Not because they don’t have good intentions but they are a one trick pony who wants to sell you everything they can.

And the only thing they can sell you is THEIR media no matter how right or wrong it is for you.

Here is something to think about. No matter how good the plan the radio station tells you they have and how good a process they have to make you more successful, they are limited because they not only can’t sell you TV or print or direct mail, they don’t understand those mediums.

A good marketing plan makes use of the right tool (media) for the job to be done. You can never buy enough of the wrong media to make it a good decision. It is imperative that you factor your budget, what you hope to accomplish and scientific principles of client influence to determine where you dollars should be spent.

Let me tell you about a conversation I had today with a Journal Broadcast Group Radio Rep and her General Sales Manager.

The Rep was very angry that we would dare go direct to one of her clients and try and sell our services (in actuality her client contacted US because she wanted more results for her business). The Rep then went on to explain to us that we would NEVER get better rates than her client no matter what, she would personally ensure that we never got anything other than rate card pricing. Her manager then went on to say that agencies don’t know how to buy media and that no matter if there was an agency of record they would continue to call on the client even more aggressively in order to do what is best for THEIR (the station’s) business. They concluded by telling us that the market they were in was too small to have agencies calling on their clients. When asked if they would ever recommend a competitive station or media they said emphatically “no.”

This conversation happens more and more frequently and demonstrates why it is very dangerous to be buying your own media unless you’ve spent a significant amount of time studying the proper use of each media and know when to use it and you are an expert on scheduling that media for optimum effectiveness.

If you are not, you should consult with a professional before you buy another ad period.

Companies like Bold Approach don’t charge you to review your buy or to buy your media for you. You benefit from several things, better scheduling, preferential treatment because most media outlets want all of the business that they can get from the agency and you don’t have to deal with the barrage of reps coming your way every day.

Your business will grow directly in proportion to the information you have and apply. My question to you is this: Do you have or are you getting the very best information possible when it comes to buying media?
If your answer is you are not sure or your information comes from a person who by the very nature of their job is precluded from giving you full and accurate information, then you are leaving money on the table and potential clients in your competitor’s establishments.

Call Bold Approach today for a FREE review of your media buying decisions it is a quick call that will likely save you thousands of dollars this year and add even more to your bottom line. Then number is easy 208-323-2653 or you can email us at info@boldapproach.com

If you prefer to learn on your own and to perfect the media game we recommend Wizard Academy, you’ll learn exactly what it takes to get the results you want predicatively from whatever media you choose and you’ll learn how to choose it.