Call it a fun variation on the sales call.
As long as there have been media departments, there have been media reps looking for ways to capture the attention of media buyers and planners beyond the obligatory Powerpoint presentation, and a longtime favorite has been bringing in treats such as coffee and donuts.
At the least, it's a pleasant break for planners and buyers, and for reps it's a chance to build a personal rapport with the people they call on year in and year out.
That media person is unlikely to remember all the specifics on who reads a particular rep's magazine or who visits another rep’s web site, but there's a chance they will remember that wonder afternoon of ice cream treats brought in by the Food Network.
Or that's the hope. And besides, it can't hurt.
To find out how to get your media client’s message in front of buyers and planners where they work, read on.
This is one in a Media Life series on buying out-of-home venues. They appear weekly.
Fast Facts
What
Staging events, sometimes called in-office promotions, at media agencies to target buyers and planners.
Who
There are any number of out-of-home vendors who can arrange an event at a media department, and those with street teams experienced in working conventions and other gatherings would probably do the best job of it.
But vendors say it also helps if the vendor already has an existing relationship with the agency.
How it works
Typically the vendor arranges a day for the event with an office manager or head of the particular media group the advertiser wants to target. They'll agree on the date and hours of the event, and just what it will entail.
The vendor will then work with that agency person to get the word out via an office-wide invitation, usually a week before the event, and then another the day before.
A safe bet is passing out free coffee and donuts to media people as they get off the elevator in the morning, but the best events are those that tie directly to the brand.
USA Today has handed out coffee and donuts but also issues of the newspaper.
In an event for ReelzChannel, the premium movie network, movie theater-style popcorn and sodas were handed out, and for an event leading into the upfront market Food Network served ice cream to buyers and planners. Each flavor was named after a different Food Network personality.
In an event for Fine Living Network, buyers and planners were treated to free back and neck massages.
Typically, branded items are handed out, such as coffee cups and baseball caps and T-shirts, as a lasting reminder, and street teams can also be used to talk up the brand’s message. But keep in mind that the agency will want to set limits, lest the event interfere with the work that has to be done that day.
While major agencies in cities like New York and Chicago are most often the target of advertisers, events can also be arranged at smaller agencies. Yahoo in particular has targeted smaller interactive agencies to promote its suite of sites.
Markets
While most events are held at the major big-city media shops, they can be staged at any agency that's willing, including the smallest in the most out-of-the way markets.
Numbers
There are around 15,000 advertising agencies in the U.S., and it's estimated that there are some 15,000 to 20,000 media planners and buyers.
How it is measured
Vendors can provide the client data on how many people attended a particular event and how many goodies were handed out.
What product categories do well
The range of media companies that target agencies with events span broadcast and cable TV networks, newspapers, magazines, out-of-home vendors and web portals.
Demographics
The general target audience is media buyers and planners, but advertisers can target by medium.
Making the buy
Cost varies based on the size of the event and what elements are included. At the low end, an event at one New York agency might start at $20,000, but the cost could rise to $60,000 or more for multiple agencies in multiple markets.
Who’s staged events at media agencies
Recent media agency advertisers include USA Today, TV Guide, Fine Living Network, Yahoo, ReelzChannel, WE tv, Discovery Networks, ESPN, Food Network and the Radio Advertising Bureau.
What they’re saying
“You’re getting everyone’s attention, and you’re treating them to something really nice. At the same time you can inform them about things like new shows or new web site features. You really get in front of the buyers who are going to buy ads from you, and get some face time with them.” –
Sasha Engel, chief operating officer and chief financial officer at GoGorilla Media.
Web site info
PromoMedia Concepts
http://www.promocup.com
Brand Marketers
http://www.brandmarketers.com
GoGorilla Media
http://www.gogorillamedia.com
