“It’s not you; it’s me.” These are the five words you prefer to limit saying or hearing when in the process of dating, or working with a media partner for that matter.
Sometimes, the media planning business can feel a lot like dating.
In-person conversations can result in additional benefits such as: longer term contracts in exchange for reduced rates, first-in-market test opportunities and exposure to proprietary analytics, insights, and product development updates.
Tying the Knot: The Road to Becoming a Partner Like many marriages these days, media deals don’t last forever — but signing long-term contracts and creating partnerships are still important.
Remember that all good relationships take compromise, so there may be significant back-and-forth before the media plan is agreeable to both parties.
The approval process can be slow, but it’s crucial to starting the relationship off on the right foot.
Strong publishers are available when needed, and have a solid grasp on an account’s daily deliverables and goals.
Media planners send through a formal request for proposal (RFP) to understand the offering and evaluate the inventory and pricing.
If results remain consistent, it’s preferable to turn publishers into partners in order to promote collaboration and lock-in the best rates possible to maintain performance.
Insertion orders are legal contracts signed by both the agency and the publisher to guarantee reserved rates and inventory.
This same logic applies to the media world when publishers request to meet with clients directly.
It’s not surprising that publishers want to form relationships with clients, since this often allows them to better service the account down the line.