That time of year again.  Time for your bottom performing local media reps to do what they should have done around Thanksgiving, ask about your 2010 plan.  Their desperation at getting an “annual” done now in January can be your biggest gain.  Here’s a couple of things to look for in 2010:

Added Value in the Shape of Digital.

Traditional media sellers haven’t quite caught on that their old ways of doing business aren’t going north.  They still have yet to understand the value of their digital platforms.  Yes there are some exceptions but you still should manage to squeak out extras “off-air”. Push hard to get as much inventory as possible in these areas: banner ads on local portal sites, bumpers on online or on-demand video, hosted long-form video, custom designed landing pages on hosted sites, and interactive TV offerings.  Remember the more relevant the content the better these value adds perform.

Make ‘Em Justify

You’ll get more digital offerings if you’re willing to add dollars to those platforms.  Make your reps justify however.  Drive towards a larger “share of voice” during peak periods of promotion.  Have your rep provide automated reporting to track campaign performance and most importantly, hold them accountable.  If you don’t have the capabilities to swap out creative, make them do it.  Bottom line: If any rep can’t show you their digital services work, don’t buy it.

Consistency Works

The best promotion is consistent promotion.  In all my years working with local businesses the biggest mistake many make is allowing the local media rep to write and produce the creative.  Invest in a consistent message and use the media to properly deliver it.  Whether you invest in TV, radio, or the Internet make sure the promotion says the same thing and you’re driving the behavior in a manner that is consistent across all channels.  Of course, using 1-800-Car-Loan in all your local advertising drives ultra qualified leads too!

What Is a Lead?

Several years ago, every local media company said they needed a “lead generation” product to keep their auto business.  Many of these services have been introduced and many are failing because success is directly correlated to the amount of cross-promotion the media seller implements.  Almost none of these lead services provide validated or verified leads which places that burden on your shoulders.  Review the above three points:  If the lead services provided by your local provider can’t be justified with data and isn’t consistent with your promotional plan, don’t pay for it.

Fortunately – now a sales pitch coming – you know us and we’re happy to provide any help we can.  Heck, as part of the Dominion Dealer Solutions family of businesses we have lots of friends that can help create consistency in how your data is delivered online, your stores are promoted online, and how and the right kind of leads are delivered to your sales team.

Good luck navigating the waters in January and if your local rep gives you DMB tickets, make sure we get an invite.

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