How to get known by media planners and get on the plan
Media sales teams should not be discouraged if they are reaching out to a planner that isn’t familiar with their brand, according to a study we conducted with the firm James G. Elliott on more than 200 SRDS.com users.
We found that over three-quarters of respondents (80%) have included a previously unknown magazine or website on a schedule (always, often or sometimes). Perhaps they found your brand while doing research in SRDS.com. Is your data up-to-date?
Media companies should always make sure their basic (and free) SRDS.com profile is up-to-date with key information that planners and buyers need. This includes contact information, rates, editorial calendars and audience information. To further increase the chances that a publisher is being considered, understood and potentially selected for a plan, they can promote in SRDS.com. Premium listings deliver higher ranking and more compelling, actionable data in search results and the company listing.
After they find you in SRDS.com and contact you for an RFP, the most important thing your sales team can do now is get your pitch right. Why? We found that media brands don’t have the luxury of being able to change their proposal anymore. They need to get it right the first time. Almost all of respondents (87%) never or rarely give denied or excluded media brands the chance to change their proposal. This data-point further emphasizes the need for a more transaction-oriented sales structure than a relationship-driven one.
Over the next few months, we'll be sharing insights from the study to help media brands better understand today's planners. Click here to sign up to receive occasional emails with these insights right to your inbox.
More Information about the Study: In Q4 2013, Kantar Media SRDS and James G. Elliott joined forced to understand the media planning and buying information needs of media planners and buyers at agencies. The objectives were to understand the habits of media planners and buyers, to learn about the types of clients and plans that media planners and buyers are working with, to determine the types of resources used for planning and buying and to understand what factors have an impact on media selection. The 200+ respondents were very qualified: they currently have media planning or buying responsibilities and had researched, recommended, planned or bought business-to-business, consumer magazine or digital media in the past 12 months. Click here for more information on the methodology.