Is it about the Reach (of a medium) or its Benefits that Advertisers would ask for?

First of all, I'd like to acknowledge all the people in the advertising agencies and media buyers who gave me suggestions and comments on how to improve the CADIO innovation: Michelle Sario, Nap Carrao, Louie Rogacion, Enrico Sales, Joseph Carl Briones, Onel Querijero, Jane Angeles, Memo Moreno, May Bernarte, Pebbles Posadas, Ma. Criseda Cepeda, and Sherwin Bautista.  Thank you so much.  Back in the early 2000, I did some presentation to ad agencies and media buyers.  For the record, here are some of the objections, suggestions and comments that I received from them: 

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Date

Feb. 11, 2000 






Oct. 1, 2001 



Feb. 11, 2000

 







Nov. 7, 2000








Sep. 4, 2001




Sep. 5, 2001








Nov. 7, 2000





Sep. 4, 2001



Oct. 17, 2001

Ad Agency/Media Buyer 

J Walter Thompson 






Starcom (Procter & Gamble) 


ASPAC (Wendy’s & Wrigleys)








Lintas (Nestle)








Hemisphere/ Leo Burnette (Mc Donald’s)



Mindshare (Pepsi)








Universal McCann (Div. Of McCann Erickson Phils.)



Mindshare (San Miguel – Red Horse)


Publicis AMA, Inc. (Nestle & Whirlpool)

Designation

Media Planner 






Media Director/ Manager 


VP (Planning & 
Buying)/  Also Executive Media Director






Associate Media
Director







Media Manager




2 Business Managers







Media Planner/Media Strategist



Master’s Strategist


Media Buyers

Comment

She wants creative stuff.  Like having a unique way of advertising or insert of spots to a wanted program portion. 

He was asking for a 50%   discount for 3 SM Supermalls.

Corrected me.  Instead of “Trapped Market,” better say “Captured Market.”  Criticize the number of spots, used a yellow pad & estimate the spots needed.  Suggested 12 to 16 spots/hour.

Very specific w/ the number of spots. I told him 12 to 14 spots and he agreed. Mentioned to me that 99.5RT doesn’t accept a Tide commercial for it doesn’t fit in their program.

He said try to iron it and it’s best for point-of-purchase in supermarkets.

He wants to join but on an x deal basis.  Spot commercial in exchange of Pepsi in cans. I was also told that it takes 4 commercial spot repetitions to be remembered. 

They were questioning the paging interruption and how efficient are the speakers in reaching the market.

She wants to have spots for Red Horse. Asking for a package deal.

One was asking for the package of Nestle @ Php339,095.68. The other one needs AOB/Tag Rider @ Php27,399.68.

Going back, let's now try to understand "The Fundamentals of Selling."  Basically, Logic Makes People Think – Emotion Makes People Act.  Tom Hopkins believes that sales people must learn to Arouse Emotions & Don’t Sell Logic.  But for me, it could be an emotional or logical way that can persuade a prospect into buying.  It still depends.  Let's analyze.  When you sell something to an individual who is not so technical about what he/she is buying; then the best way to persuade him/her is through emotional selling.  Otherwise, technical people want more facts and rationality on its benefits which is a sign of logical selling.  Besides, most of them are in the corporate world.  Meaning, it’s not only one who makes the decision but it goes to different people within the corporation.  Ad agencies and media buyers are technical people and the best strategy for them is logical and a little of emotional selling.  If they are not interested with your proposal or offer because they think their client’s product/service does not fit with it; then they might just ask you to provide them with a REACH survey that could give them satisfaction.  Traditionally, advertisers will base their decisions on logical stuff (specifically REACH survey), especially if it's a new concept that is being offered.  You need to build credibility and good stats on what you are offering.  Emotion sells when you give samples on how you can make their target market purchase their products or services.  One sample is by letting them imagine how the ad campaign would work by having a creative content that will surely make the consumers buy.  We should also consider the quantity of effort in evaluating the proposal.  Your project must have good media mileage/value and shouldn't waste their time.  If they see a future in your offer, then they will ask for more facts that will lead you into a relationship selling.

Now if the media buyer’s income would turned out to be low when dealing with a non-traditional medium while the commission of the traditional one is absolutely high, and its effort is almost the same with the other one; then they would rather prefer to work with the medium that will give them benefits and probably more income, right?  When an advertiser is used with the traditional one, a little explanation or defense is needed to get its approval whereas the non-trad will go through a long process, which will waste the time of media buyers.  So the traditional medium, wins.  If you are a non-trad, you should come-up with a practical approach in dealing with media buyers. It's not all about the benefits that the advertisers and their consumers to be considered but also the media buyers as well. Here, you must balance everything; starting from the consumers, to media buyers and lastly the advertisers. This is why a saturation drive for narrowcasting in different commercial establishments is needed to have a huge market. This will give media buyers more income and benefits.  

In another perspective, let say in supermarkets, most marketing managers prefer a streamer advertising campaign (called collateral media).  Definitely, they’ll place and hang them in different areas within and outside their supermarket premises.  The question is, if you are the marketing manager of that supermarket, are you still going to come-up with a survey in order for you to know the market REACH and where to position the streamers?  Maybe yes, or maybe no. 

Well I guess, it is simple as knowing the traffic flow by just observing the market behavior and later position the streamers in areas where there are more people passing or staying. This is the same principle when it is applied in playing an audio commercial within a supermarket.  You don’t need a REACH survey.  

What about flyers and posters? Even you position them in visible places, can you really justify that people will really read your ad?  How many papers are wasted?  

Logical selling is not all about surveys, it is just giving the prospect a valid reason why buy the idea or the item. Logic is a science that deals with the principles and criteria of validity of inference and demonstration.  It is the science of the formal principles of reasoning.  So logic is more of the science or correct reasoning.   

Let us now include logical selling point in the advertising strategy.  An advertising strategy could come-out once you have a SWOT (strength, weakness, opportunity & threat) analysis.  For instance, after having the SWOT analysis, you came to the point of having a “captive market” advertising strategy for supermarkets.  Using a logical statement, your conclusion came-out to be: “playing audio commercial in a supermarket by maximizing its ceiling speakers is a good “captive market,” advertising strategy. What’s the reason? Because people got no choice but to hear your audio commercial once it is played and heard over its supermarkets’ ceiling speakers.

Now what is proposition? It is a statement in propositional logic which may be either true or false.  

Let’s base it first here:
- Premise: "Apples are a type of fruit."
- Premise: "All types of fruit are food."
- Conclusion: "Therefore, apples are food."

So here’s a proposition for the advertising strategy:
- Captive market in supermarket is maximizing the ceiling speakers.
- All ceiling speakers give its consumers no choice, but to hear the advertiser’s audio commercial.
- Therefore, captive market in supermarket is giving its consumers no choice but to hear the advertiser’s audio commercial (by maximizing the ceiling speakers).

In this sense, as long as it’s a “captive market,” where advertisers can witness the consumers who can hear its audio commercials; then that’s the best advertising strategy.  If it is possible in supermarkets’ ceiling/wall speakers; then it can also be done in other commercial establishments. Here, I recommend “Narrowcasting using CADIO.”