FREE Webinar:
Use your BPA as a
dynamic selling tool
In case you missed Josh's live
BPA Webinar on using circulation data to ad
excitement to your next media presentation, you
can click this link to take the webinar, on demand
anytime, courtesy of BPA World Wide.
Let's say you have a numbers
advantage that should make sense to a media buyer.
You could walk into their office slap the BPAs on
her desk and announce to the world that you have
more marine biologists than any other publication
on the planet. The media buyer might
respond, "So what?"
The problem is that
data by itself can be boring, but if you fuse it
with an idea as you
present it, both become more compelling. Forget
the bold announcement, try this:
Step 1: Crunch the numbers-
Start at the end, the BPA numbers will be the last
thing you preset with this approach, not your
lead. Finding the demographic, job title, or
facility type, where you have the advantage. i.e.
we have 23% more marine biologists than
competition.
Step 2: Find a trend, idea,
vision, or story about the group that shows their
growing importance to your client. . i.e. marine
biologists are more important to the purchase of
your products today because... there is a new
business or lifestyle trend, there is a new
regulation, there is a new way these products are
being used or evaluated, there are new
competitors, there is a new technology, there are
lower price points, etc. It's your market, figure
it out. But make the idea as specific to the
advertiser's product as you can, not just
generalized market
statements.
Step 3: Present and dialogue the
idea about the growing importance of your group.
i.e. marine biologists are more important today
because...
Step 4: Dialogue to agreement-
Through a two way conversation get your client to
agree that marine biologists really are more
important today than before. i.e. You want
the buyer to say something like, "Hey, marine
biologists play (or will play) a more
important role in the purchase of sale of my
clients products..."
Step 5: Smack down.
Present our BPA numbers crunch as proof that your
media buy is an essential buy. The BPA data
becomes the "proof" backing up your proposed media
buy, and reinforces the idea of the importance of
your audience.
By holding the
circulation data back until after a trend or idea
is "sold", you make the numbers much more powerful
when they hit the desk.
Also covered in
the webinar:
- Use your BPA to sell a dynamic
view of your market.
- Use BPA data to sell a quality
advantage.
- Use BPA data to make agency
friends.
- Selling the advantage of
verified data.
Your circulation statement can
be far more than just numbers; a lens to view your
market, proof of an idea or concept, or a way to
document change. It is a dynamic document, not
just boring
numbers!
