Last week we discussed that value is perceived, and how to manage the customer expectations side of the value equation.

            Managing the experience, however, takes more intestinal fortitude than most media reps have.  It involves being confident enough to ask how a campaign measured up to the expectation you built.
            Most media reps are afraid to uncover how the client feels about their campaign.
            And when the clients report “disappointing sales”, most reps retort, “It’s only our job to bring them to your door…you have to sell them.”
            It’s this kind of thinking that results in us running a “promotion” to win a free trip for everyone who comes to a men’s wear store. The “traffic” we generate wants trips, not suits!  Shouldn’t we be giving away a free suit and building the brand for the men’s wear store instead of selling “traffic” comprised of unqualified prospects?
            If you’ve managed the expectation, explained lifetime customer value and manage the experience with a customer-focused post campaign analysis, you will build customers for life…..for your client and your station.
            The best way to manage the experience, and to improve each campaign, is to do a complete post campaign analysis at regularly agreed-to intervals. Your clients will respect the confidence you have in your product, and you will learn how to make each campaign better than the last.