NONE: Re: ONLINE-ADS>> finding/contacting media buyers
Re: ONLINE-ADS>> finding/contacting media buyers
George Williams (georgew_at_m2k.com)
Sun, 11 Jan 1998 16:04:09 -0600
Hi Michael,
I am the Media Director (MD) for M2K, a direct and interactive advertising
agency specializing in sales driven marketing. My job function includes
the research, evaluation, and recommendation of various promotional
opportunities for my clients. If your goal is to sell some impressions to
an organization, my advice to you is this:
1. Identify their ad agency (most big advertisers will have one). Within
the agency, identify the Media Director.
2. Communicate via email. It's practically instantaneous and it gets
recorded into a mail log (which can come in handy when it's time to
negotiate a contract). You may have to resort to the telephone or direct
mail (you could rent a mailing list of MDs from AdWeek, for example) for
your initial contact; but once contact is established, get the MD's email
address and use it. Mail him/her a Media Kit as soon as possible.
3. Have traffic information (impression levels) and costs (CPM) in hand
before you contact by phone. If the MD's client has a narrowly defined
target market, he or she may ask you some seemingly bizzare questions about
your audience, your sites, or content areas within your site. So you should
know your inventory inside out.
4. Respond quickly. If an MD contacts you with a specific question, it's
usually because the client is asking. Clients rarely ask specific
questions unless they need an immediate answer. Leave a forwarding number
or another contact name if you are going to be out of the office for a day
or longer. Otherwise you are subject to receive a series of progressivly
more panic-stricken voice mails from a stressed out MD.
There are probably a thousand other tips for the proper care and feeding of
a well-adjusted Media Director, but this should be enough to get you
started. I hope some of this will be helpful.
-George
**<George Williams>**
Media Director
M2K
313 S.Congress,Ste 200
Austin, Texas 78704
ph 512.448.7791
800.880.9884
fax 512.448.7769
**********************
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