DRTV Media Buying Tips: The Power of a Simple Phone Call
Recently, Modus Direct was assigned to a new sales representative for a station on my account. I was excited to meet, and asked for their phone number to contact them directly so I could say hello. Instead, the response I received was less than desirable. I was told to email them, and they would get back to me. Out of the gate, this felt like we were starting the relationship off on the wrong foot. DRTV media buying often requires timely revisions to discuss, change, and implement for our clients, making that personal connection with a rep incredibly valuable.
We have all experienced emails that were misinterpreted and led to extra work. If the details are unclear or you have questions, it’s always easier to pick up the phone first to make sure both parties are on the same page.
As we all know, some habits are hard to break- including using the phone to communicate with my representatives. Sure, email introductions are acceptable in the beginning due to the quick delivery method. However, the primary purpose and value to many people remains to hear a human voice. This builds trust and confidence. And If I trust a Sales Rep to maintain my account, a phone conversation is the best way to start.
Is this a generational adjustment? I prefer to communicate by phone initially, but I have noticed that younger generations prefer texting and emailing exclusively. By saying hello first, you will accomplish and learn more in a five-minute brainstorming introduction session than by bouncing emails back and forth all day.
Change the Convo by Picking up the Phone
Below are key benefits for media relationships, when it comes to the value of having a phone conversation:
- Out of the gate – who you are working with. Who are they and Who are you? What is their experience as a sales rep? How long have they been in the business? It’s often helpful to share about yourself as well; like the phone itself – a conversation works both ways.
- Communicate that you would like a weekly conversation to go review clearance and performance. See if this is possible and how they would communicate this to you – is it something you set up in a cadence or meet as needed. Also, mention that you would like a list of the top 3 advertisers currently advertising on their station/platform. This will help us understand where the competing dollars come from and how we can best achieve goals for our clients.
- Lastly, request the station’s current Media Deck. What other opportunities are there besides rates? It’s always helpful to know the audience demographics and household incomes from their viewers. They might see certain programming “pop” that would benefit your client more than others.
Conclusion
In conclusion, media buying and rep relationships have changed a lot, and communication is not the same as it was 20 or 30 years ago. Folks evolve, and methodologies change which helps the world progress but sometimes “tried and true” tactics are a winner. While we will continue to let the emails flow throughout the days ahead, we know a call will always keep us closer.
