So one of your biggest accounts has just announced they intend to cut some of their traditional media in favor of digital. They currently use outdoor, radio, newspaper and TV in their traditional media portfolio. How much time and effort will you invest to present your stations to avoid becoming one of the victims of the pending cuts?

Allow me to share a hidden truth in pending cuts… long before that cut-back announcement was made, the client was already forming hard to change perceptions on which media they should cut.

“Preventive maintenance” is always more effective, and less costly, than “damage control”.

Do you have a preventive maintenance program or does all of your energy go into making the sale, looking for new business, and damage control?

A well-planned system of regularly thanking your customers, a continuous education system like our SoundADvice highlighting broadcasts’ relevance, and regular post-campaign analysis and wrap up reports can put you in the driver’s seat when advertisers hungry for change begin to wield their cut-back knives.

If you’re surprised by a cancellation or cutback, it’s probably because you didn’t have a preventive maintenance program.