{"id":288,"date":"2007-12-17T19:23:33","date_gmt":"2007-12-17T19:23:33","guid":{"rendered":"http:\/\/www.wensmedia.com\/\/salesarchive\/permalink\/2007\/12\/17\/142333.html"},"modified":"2007-12-17T19:23:33","modified_gmt":"2007-12-17T19:23:33","slug":"vip-packaging","status":"publish","type":"post","link":"https:\/\/www.ensmediausa.com\/ens-on-sales\/uncategorized\/vip-packaging\/","title":{"rendered":"VIP Packaging"},"content":{"rendered":"

<\/o:p><\/span><\/u><\/p>\n

          <\/span>When developing Platinum, Preferred Customer or V.I.P. packages we shouldn’t default to ‘bonus spots’ or discounts as our only preferred customer rewards.<\/o:p><\/span><\/p>\n

          <\/span>We have many bells and whistles we can add for substantial, long-term advertisers. <\/o:p><\/span><\/span><\/p>\n

Here are but a few you may have forgotten or over-looked.<\/o:p><\/span><\/p>\n

1.      <\/span><\/span>Rate protection guarantee<\/span><\/strong>…no Johnny-come-lately will be able to purchase the identical reach and frequency for less.<\/o:p><\/span><\/p>\n

2.      <\/span><\/span>V.I.P. creative treatment<\/span><\/strong>…maybe a jingle, maybe a positioning statement or a proprietary creative concept.<\/o:p><\/span><\/p>\n

3.      <\/span><\/span>First right of renewal<\/span><\/strong>.<\/o:p><\/span><\/p>\n

4.      <\/span><\/span>Three-year inflationary guarantee<\/span><\/strong>…in return for a major sponsorship, guaranteed <\/span>rates won’t increase more than the rate of inflation regardless of how successful your ratings are.<\/o:p><\/span><\/p>\n

5.      <\/span><\/span>One free remote per quarter<\/span><\/strong>…only the cut-ins are free, the spots come from the spot bank they purchased.<\/o:p><\/span><\/p>\n

6.      <\/span><\/span>Guaranteed category exclusivity …<\/span><\/strong> for certain programs, features or day-parts.<\/o:p><\/span><\/p>\n

7.      <\/span><\/span>A preferred customer Service Contract… <\/span><\/strong>including <\/span>regular, <\/span>post-campaign analysis for continuous improvement, regular copy changes, first right to ‘special’ throughout the year etc.<\/o:p><\/span><\/p>\n

8.      <\/span><\/span>‘Supersize’ <\/span>them<\/span><\/strong>……give them an additional 50% frequency overnights or weekends for another $1.00 per spot. This only has a value if you place a value on overnights on your rate card.<\/o:p><\/span><\/p>\n

9.      <\/span><\/span>Make them the exclusive<\/span><\/strong> ‘Category Contact’ for your news room<\/strong>…when there’s a story about their industry and we need a local perspective or quote, we call them…. potential free news exposure and credibility!<\/o:p><\/span><\/p>\n

10.  <\/span><\/span>Make them the category exclusive member<\/span><\/strong> …at an annual ‘advisory board meeting for your station’s programming, promotions or sales departments. If you sell more than one in the same category, just have more than one advisory board or focus group meeting. Let their voices be heard and make them feel like a V.I.P.!<\/o:p><\/span><\/p>\n

 <\/o:p><\/span><\/p>\n

          <\/span>There are ten thought-starters to get you going…..the bottom line is clients like to feel important. When we’re asking for major buys up front, <\/span>we need to give something besides spots and discounts in return!  <\/o:p><\/span><\/p>\n


\n<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

          When developing Platinum, Preferred Customer or V.I.P. packages we shouldn’t default to ‘bonus spots’ or discounts as our only preferred customer rewards.           We have many bells and whistles we can add for substantial, long-term advertisers. Here are but a few you may have forgotten or over-looked. 1.      Rate protection guarantee…no Johnny-come-lately will be […]<\/p>\n","protected":false},"author":35,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-288","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/posts\/288","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/users\/35"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/comments?post=288"}],"version-history":[{"count":0,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/posts\/288\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/media?parent=288"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/categories?post=288"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/tags?post=288"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}