NONE: Re: ONLINE-ADS>> Haggling Tactics
Re: ONLINE-ADS>> Haggling Tactics
Ray Taylor (taylor_at_bizbiz.com)
Tue, 16 Dec 1997 09:11:04 +0000
I am putting together a new kind of package that switches around some of
the buyer/seller relationships and I wondered if anyone else had done
anything similar.
Rather than just buying impressions on behalf of clients, what I propose
to do with some campaigns is to buy impressions and sell actions (clicks
and leads).
My clients will pay for clicks, or other results, and nothing else. I
will plan the campaigns, buy the media, organise the creative, and spend
my time fine tuning every detail of the campaign in order to achieve
maximum efficiency of my media spend. Other than defining broad
parameters, none of these details will be discussed with clients. Once I
have agreed a price per click, I will sink or swim on the basis of
pushing my cost-per-click down and keeping it below the price I am
charging my clients at the same time as ensuring I am getting the right
kind of audience for the client campaign.
It places control of the campaign entirely in my hands, removes the need
to discuss trivial campaign details with the client, removes the
dependence on client-generated or client-approved creative, and creates
a big incentive for me to be tough on CPM rates and quality of response.
If any campaign that I am running with a media owner fails to achieve
acceptable results I will simply move it elsewhere.
>From the client point of view it (1) removes the risk, (2) makes
budgeting easier and (3) takes away the hassle.
The reason why I am doing this is to bring RESULTS into the equation.
Too often I run a campaign that does not perform well and when I ask the
salesmen why they ALWAYS say "it must be the creative." I guess it's the
first thing they are taught at "how to sell banner ads" seminars.
Any views?
Ray Taylor <taylor_at_bizbiz.com>
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