Golden Handcuffs of Trade Promote Client Retention for Ad Agencies
ST. LOUIS, April 9, 2012 /PRNewswire/ — Not so long ago “media trade” was considered a specialized business practice. Although broadcast outlets loved it, most agencies didn’t understand it, and still fewer had the capacity to participate. Fast forward 5 years and trade has become much more mainstream. Even the most traditional and conservative agencies are scrambling to develop and incorporate trade into their buying plans. Why?
Once Clients realized the multiplier affect trade had on their marketing budgets, the cat was forever out of the bag. Clients now make it a point to inquire about their AOR’s trade capabilities. They know that trade is available, and they expect their agency to bring them every possible advantage in this challenging economy. Leaving trade dollars on the table could be leaving the exit door open at a time when losing a key account can cripple even an established firm overnight.
Now United Media Incentives LLC (UMI) claims to have the answer for those agencies needing access to trade dollars. “Don’t confuse us with barter companies who are working with clients to convert their distressed assets into media,” says Kelley Boster, UMI’s Managing Partner. “We actually have media credit already available with no bartering required. We bring the advantages of trade to the agencies who don’t have a need for barter but definitely have a need for the credit.
“We have been successful because we keep it simple. The agency doesn’t have to pre-pay, or make a spend commitment to use our credit. We don’t change their plan, their rates, or even their rep. The only change is that our media credit gets applied to their invoices. Incorporating our credit has been compared to using an on-line coupon code.”
Counter-intuitively, UMI’s primary clients are the stations themselves. UMI brings the radio trade to agencies, but also strives to bring the right agencies to the stations. Every advertiser is pre-approved by the stations to ensure there are no “hidden surprises.” The stations are ultimately in control of both their trade and existing cash revenues. UMI trade can also be a key negotiation tool for them to increase market share without lowering their spot rates.
The biggest challenge for agencies is to shift their old paradigms about trade and barter. They have to understand that trade doesn’t mean remnant inventory, or modified media plans, and it doesn’t mean a client has to have hard goods to swap. Trade is an available alternate currency that can pay media invoices far better than cash. It creates significant and quantifiable advantages for the advertiser, the agency, and the stations.
About United Media Incentives LLC
UMI is a preferred travel incentives provider for broadcast radio stations across the country. The stations give UMI their media credit in exchange for travel incentives and services. Through UMI agencies receive the full advantage of the media savings and additional airtime generated by their trade. Call United Media Incentives today for the media kit and current list of available markets at (618) 223-8330.
Contact info: Kelley Boster, United Media Incentives, 618.223.8330, Kboster@budget-maker.com
SOURCE United Media Incentives LLC