Lately there has been much written in the trades and in various newsletters about the importance of spec creative. But I haven’t seen or heard much about the other “spec”…..spec calendars.
One of the reasons spec commercials are so important is that clients need to see and hear what they are buying and what they are saying.
In my seminar, Making Radio Tangible, I demonstrate that the same holds true for spec calendars. Many clients can’t envision what they would do or say if they did invest in a 52-week schedule. Often when we say “consistency” or “long term” they believe we are only trying to sell them on a long term bill or consistent invoice.
The spec calendar gives them week-by-week sample objectives for their creative. A car dealer, for example, can’t imagine what she might be saying in her commercials next June. When you outline back-to-back strategic objectives for her, she has the opportunity to revise or agree to the campaigns you are proposing.
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Week 1 & 2
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Sell More Trucks
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A Truck Event
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Week 3 & 4
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Staff Morale/Promote Service
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Praise Service Manager’s Awards
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Week 5
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Highlight Used Cars
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Promote Used Car Warranty
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Week 6 & 7
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Promote Body Shop
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Interview body shop manager about importance of OEM parts
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Week 8
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Recruiting
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Highlight the kind of people customers can expect
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Asking someone to commit to selling more trucks next February is much easier than asking them to book more spots for next February.
By weighting the various objectives to align with the client’s various profit centers and objectives you will also clearly exhibit your knowledge of the customer’s business.
Laying out a spec calendar also gives your creative team the opportunity to think ahead and develop the basic creative idea for each campaign well in advance. While the actual prices and items may not be pre-determined, having time to develop the theme or idea is a huge advantage.
Like spec commercials, seldom will your spec calendar remain in tact as proposed.
Getting agreement on the various strategic objectives allows you to build strong brand-building ideas into the plan for the client, rather than always being dependant upon special events or sales for creative.
Try the ENS Media 52-week spec calendar. You’ll find it a strong companion to your spec spots when asking for a 52-week commitment.