How I Negotiated Cheap Advertising Rates
Hi Everyone,
Recently I was driving down a busy main road and noticed a very effective electronic billboard that caught my attention. I’ve never tested billboard advertising myself, so I thought I should atleast find out the pricing.
After speaking to the advertising sales guy for the billboard, and finding out that they charge $1400 p/month, I decided to give it a go… but I really didn’t want to pay that price. Here’s a ‘copy and paste’ of an email I sent to the guy after he emailed me his ‘media kit’…
Hi Anthony,
Thanks for the email.
My marketing experiences over the years have taught me to strictly ‘test and measure’ first. Here’s what I propose…
- I’ll create a simple message that requires no design work… just plain old typing
- I’d like to put the message on your billboard for one week
- If the response comes in that i’m looking for, i’ll certainly be in a hurry to pay you to advertise for a month!
- My proposal would be to pay you $200+Tax for the ‘test’ week, and then the balance for the remainder of the month at the beginning of week two (If the response is there).
You could be thinking that I would need to give it a month so people see the message to get a ‘true’ response, but when someone wants my type of service, they ring right away in most cases. My clients are spontanious, so if they see my message, they’ll call right away.
Give me a call or send me an email when you get a chance… I would really like to test this out. If you believe that the billboard is getting results for customers, then I can’t see why you wouldn’t take me up on this offer, as you would still get paid the same amount for the month. I’m ready to go ahead today.
Thanks Anthony.
His Response:
Hi Dean
I’m in agreement with the terms you set out below. We’ll test drive a message for one week
to measure response. If positive, you’ll come on screen for a month.
Attached is a simple outline regarding screen dimension, font sizes, etc. It may be of help
when it comes to composing your message. The image needs to be short, large and to the
point. As soon as received I’ll pass it to our technician for installation.
The $200 deposit will be counted against your monthly fee if you decide to go ahead.
Anthony.
So this method to get cheaper advertising worked just fine. I’ll let you know how it goes… the advert goes up today. The reason I thought this would work, is because it doesn’t cost them anything to put it on the billboard (it’s electronic). In fact, the billboard can be changed from the guys office! No printing needed.
All good. Will let you know how went.
Dean
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