Why Relationships with Media Owners are Important
Relationships between your top clients and your business are really important to the success of your company. Have you thought of the relationship between your small business and the media owners? A positive relationship has the opportunity to creative benefits much like your top clients.
Media owners not only respond to big budgets. Small businesses often are treated favourably when they book their media directly (and the media owners do not incur a 10% agency fee) and when they book repeatedly. The media owners often respond favourably when you can commit to 6-12 months. You will not have to pay upfront but this will give you negotiating power for premium positioning, discounted rates and added value extras.
While big businesses with big budgets will have contracts in place regarding discounted rates and positioning it is the ‘friends’ of the media owners that also receive preferential treatment in terms of placement, rates and extra bonuses. Build rapport, be polite and don’t underestimate the value of your relationship. Pushy, demanding clients may receive short term benefits but the secret to long term success is in forming a positive relationship.
The positive relationship you have with sales teams can extend to the editorial/producer side of the business. It is in the sales team’s interest to make the introductions and help form a positive relationship with all aspects of the business.