Broadcasters may be use to selling ratings and demos, but these aren’t the numbers your clients are actually buying. The only numbers they care about are their own sales numbers. They want results.
When you are setting expectations for your client, use numbers they understand, their own. Here are some ideas:
1) Average Sale – How much is your client’s average sale? The average sale at a restaurant might be $20 or $100 for a spa.
Using your internal media metrics, whether its ratings or impressions, show what just 1% of that audience could mean to your client in terms of sending them new customers.
2) Customer Acquisition Cost – Take your client’s total annual advertising and marketing expenses and divided it by the total annual amount of new customers. For example, the average customer acquisition cost for a local car dealer is anywhere between $50 and $250.
Show how your proposal could lower their acquisition cost, even if just 1% of the audience responded to their campaign.
3) Leads – Estimate how many leads your client might expect from the proposal you have developed for them. Once again, provide them with a very conservative estimate, showing how many leads just 1% of the audience exposed to their campaign represents.
4) Compare to Other Media – Show how efficient your proposal is by comparing the Cost Per Thousand (CPM) against other media.
Once you put your proposal into numbers the client understands, it is also crucial for them to have a specific call to action.
Most clients today aren’t paying “just to get their name out there,” but rather they are paying for specifics results. The call to action should be an opportunity to register or sign up for a contest or membership, a special offer or a specific deadline.
Have a question or a sales idea you would like to share? Submit now.
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