Know your product, company and audience

I have found that it’s way more fun to be on the creative side of this industry, it is what I understand. The business side of this industry is a whole other world. It was not until recently that I had to deal with advertising/media sales people and vendors.

A few months ago I had a couple of sales guys in from a prominent radio station to pitch me on buying some radio time. I went in to the meeting confident that this would go quickly because I was sure this was a bad fit for our company. I sat there as the two explained what demographic they reached, how many advertisements we would get and how many people we would touch during the AM/PM rush hours. Then I heard, “we now to go (insert prominent anchor) at the Turner Construction News Desk…” and they just about had me. I’m a news junkie and I thought that was the coolest/greatest sounding idea ever and I could pay these two guys to hear it 75 times a week!

They wrapped up and to their disdain, I wasn’t in full agreement that radio was a fit for us. I explained to them our clients don’t call us because they see our logo or hear our name. I liked their ideas but it’s not often someone cold calls us looking to build an office tower. I explained to them the process of how our business operates and how we plan on reaching our clients. Finally they saw my side of things and agreed, then told me they also offer web advertising!

Long story is that by knowing my product, company and audience I saved not only the price of the radio package, but also the time and resources of the company. While creating our marketing plan, I calculated that the money we saved from the radio idea was able to cover other promotions in magazines, newspapers, web and strategic sponsorships that we know reach our desired audience.