What is the client's business category/service offered?
David,
First foremost be sure the weekly ad schedules are at OES levels not just what we are accustom to selling. Second, look for any sponsorship opportunities that you may be already be doing... Holiday food collections, Blankets for the needy,special Santa remotes, concerts, Titile sponsorships can go at larger investment levels than regular schedules. If you have Traffic reports sell all of them as a sponsorship opportunity...The KWWW Holiday Traffic Report Sponsor. Any Station web site opportunities? Find anything they can own for the next...20 days! Do you Sell naming rights to your morning show? This Holiday Season KWWW IS broadcasting from the "CLIENT" studios. When you mention the morning show...your mention the STUDIO sponsor! This is worth a lot! Forget average sale...come up with an ownership idea that supersedes that spending level. Not really knowing what type of station your are...these are just a few ideas. Done tastefully you can create a real Holiday Season partnership that will be well worth more than $7,000. Involve something that strengthens community ties and it becomes priceless.
What type of business is this?
Studio naming rights for the months of December - WWWW and Bill Jones broadcasting from the the ABC Client Studio in City (station ID plus other mentions of that station's studio as the ABC Client Studio).... news is from the ABC CLient Studio, weather is from the ABC Client Studio, etc. Sell this for $3500-4000 and use the remaining budget for airtime.
This can be tied in with a good cause as Daryl suggests - Salvation Army, Toys for Tots, as well.
Be sure to use calendar not broadcast billing - it gives you an extra week.
What a GREAT problem to have! You mention a strict corporate office. Find out what is allowed first. Will they pay for internet co-op? :30's and :60's are usually covered, but some programs wont co-op name mentions, :15's, or live remotes. Do you cover local sporting events? They could OWN the local basketball tournament or wrestling match and you can charge a premium price for those spots. Good luck and enjoy the commission check
We bought a canopy-type tent to use at remotes, put client's name on it with station logo. Charged him a promotional fee. Also, your station might need t-shirts, caps, certain specialty items. Put your logo & client name/logo on these, too; charge promotional Fee.
There are a lot of good ideas below. Something exclusive has tremendous value. Tie in with a charity (cause marketing) and let the business be a hero. Sell them a lot of morning drive at top price.
Sell him some really expensive :60 second prime time spots 4-5 times an hour. Sell him "Blocks" of time if you can. 1/2 hour infomercials, etc. If you guys have a website, sell him streaming ads, bannners, social media posts, sell him a couple of "Live" remotes for $1500 a crack and charge a $300 staffing fee for the talent & promotions people. Sell him some some time sales to be involved with other events before year end as well. Just a few top of my head ideas!
Hi David, You are in a unique situation with your client. Obviously, first thing is to remember that whatever you present him with needs to be something that will be beneficial for him and his business. That leads to repeat business and when a client is used to spending $7,000.00 with you he may just boost his $300-$500 per month budget.
One idea that may be beneficial falls in the NTR catagory. Check out http://customchannels.net. The people there offer online Christmas programming. This is a premium promotion and features your station logo, separators, and jingles etc. Most importantly, it is something you can sell at premium prices.
David, I would also sell him a promo package to run on your station driving traffic to the custom channel.
Good luck whatever you decide to do.
We just ran into a similar issue last month, so we did have a little more time to spend the $10,000. What we did was added some production costs. Made 4 new commercials and two new web banners. We charged for the exclusive streaming sponsorship as well. Bumped their rotation up to 2 spots per hour. The other ideas are great too.
NTR works great in a scenerio like that. You can really get creative and get the client, (First & Formost) GREAT results! Enjoy it while you can & make that botom line GROW~!
