Everyone has their favorite spot on the couch, their favorite chair to sit in and their side of the bed. It’s what we’re comfortable with. It’s easy, and it’s a no-brainer. We do so much thinking and running and are constantly on the go that when we can find something that takes little to no effort we’re happy to have it, and we just go with it. The problem with this is that sometimes we miss new opportunities or something better because we’re afraid of change and don’t want to complicate things. But it’s time advertisers, and print advertisers in particular, start challenging their limiting beliefs on what works and what doesn’t and the way they go about procuring their advertising space.
For years advertisers have been conditioned to seek out and sign contracts that lock them into a particular rate and frequency commitment in order to reach their target audience and distribute their message effectively. But what if you didn’t sign those contracts? What if there was a better, more efficient, more cost-effective way to get your message out to a wider audience while giving you more freedom with your advertising dollars? Would you take it, or are you too comfortable with where you’re at to try something new?
Our whole business at Mediaspace is built on the idea of challenging limiting beliefs and shattering the status quo. We make every effort to create a win-win-win for our clients, media outlet partners and ourselves. One way we’ve done that is to approach media buying with a goal of staying out of contracts, both with advertisers and outlets. We believe so strongly in it that we created a new eBook highlighting why you, too, should stay out of advertising contracts. You can download the full eBook now, but here are the five benefits we outline for avoiding contracts:
Agencies Must Continuously Earn Your Business – Instead of being able to comfortably rest for years at a time because contracts have been executed and signed, agencies must continually work to earn your business with each campaign.
Discover New Savings – When you aren’t purchasing a comprehensive package of services, you have significantly more latitude to add and remove single components of an ad campaign as you go. This means you can often discover new savings because you won’t need to invest where you aren’t seeing results.
Create Greater Efficiencies – Having more granular control over your marketing and advertising efforts enables you to really take a look at campaign ROI. Investing in A/B testing can help you continually refine your marketing efforts for the long-term.
Flexibility and Market Agility – Anyone who has been in business for more than a few hours knows that market conditions can change at the drop of a hat. By avoiding long-term contractual obligations, you reserve the capability to be extremely flexible and agile in the marketplace.
Ability to Adjust Plans/Campaigns/Goals on the Fly – Above and beyond being able to adjust to changing market conditions, refraining from using contracts also affords greater strategic flexibility. If you decide to take your business in an entirely new direction, or completely scrap a campaign, the fewer contracts that bind you the better.
If you’re looking to maximize your advertising dollars and maintain flexibility in your plans, you should really check out the entire eBook now. It’s time to stop resting on your laurels, start sleeping on the other side of the bed, and get out of the comfy chair. Your butt imprint is getting a little too permanent.
Scott Olson is the director of marketing at Mediaspace Solutions. His career has spanned marketing positions in the non-profit, software and utility sectors providing various marketing experiences. You can connect with Scott on Facebook, Google+, Twitter or LinkedIn.