{"id":300,"date":"2007-12-17T19:18:42","date_gmt":"2007-12-17T19:18:42","guid":{"rendered":"http:\/\/www.wensmedia.com\/\/salesarchive\/permalink\/2007\/12\/17\/141842.html"},"modified":"2007-12-17T19:18:42","modified_gmt":"2007-12-17T19:18:42","slug":"a-question-of-value","status":"publish","type":"post","link":"https:\/\/www.ensmediausa.com\/ens-on-sales\/uncategorized\/a-question-of-value\/","title":{"rendered":"A Question of “Value”"},"content":{"rendered":"

“If you get something for nothing, that’s what it’s worth”<\/font><\/span>. I’m not sure who said this, but you can believe it is the perception of your clients.
\n          So when you offer “value-added” in the form of a “free promotion”, it is imperative that you assign a value to every element in the promotion to prevent it from being perceived as being of little or no value.
\n Here are some examples:
\n          Contest Administration<\/u><\/b>   Your clients know the man-hours and production costs that go into printing posters, ballots or other promotional materials.  However, the man-hours involved in contacting winners, fending off losers, and coordinating prizes also have a value. Always put a rate on contest administration in the “Promotional Value” page of your presentation. 
\n           Promos or Liners<\/u><\/b>  First of all, don’t diminish their value by using industry jargon. A promo is a “pre-produced promotional message” promoting the event, contest or promotion and a liner is a “live,<\/span><\/font>on-air mention”. Because promos and liners are not “hard-sell” there is a huge tune-in and awareness factor attached to them.
\n          Live Prime-Time Winner Announcements<\/u><\/b>  Your live on-air winner phone call is definitely foreground programming, capturing the attention and the hearts of your listeners. While you can’t “buy” that kind of promotion, it definitely is worth a great deal more than a typical paid commercial.
\n          Visuals<\/u><\/b>  Estimate how many eye-balls are going to see your promotional material and assign<\/span><\/font>a value to the exposure, even if it’s only five cents per exposure. How much is the value per exposure plus the production hard cost of those materials?
\n          Exclusivity<\/u><\/b>  If you offer the client  promotional or category exclusivity assign a value to that benefit.
\n          Partnering <\/u><\/b> Place an actual value on partnering with your listener’s favorite radio station. It’s definitely the<\/span><\/font>closest thing to a personal endorsement and worthy of an endorsement fee.
\nYou can always get a client to agree to the values you place on the various promotional elements when they know they are not actually carving a check for those features.
\n          By placing and publishing a value for each element of your “value added” and getting the client to agree to the value of each element, you can avoid the perception that what they just received for nothing was not really worth nothing.
\n          In fact, you should make it clear that it’s not really “free” but rather that it is contingent upon the terms and conditions of their cash buy. <\/font><\/span><\/p>\n

P.S. Attaching promotional values and hard costs to each element of the campaign can also cause you to re-evaluate exactly how much you really do want to give away<\/font><\/div>\n
 <\/div>\n","protected":false},"excerpt":{"rendered":"

“If you get something for nothing, that’s what it’s worth”. I’m not sure who said this, but you can believe it is the perception of your clients.           So when you offer “value-added” in the form of a “free promotion”, it is imperative that you assign a value to every element in the promotion to […]<\/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-300","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\/300","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=300"}],"version-history":[{"count":0,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/posts\/300\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/media?parent=300"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/categories?post=300"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/tags?post=300"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}