While most local advertisers are aware that they should request “added value” from all their media partners, implementing this requirement effectively is often a rarity or afterthought.
Securing high-quality “extras” can be a challenge when your media partners see Added Value as penance. But utilizing a few key guidelines will help you maximize added value offerings and truly put the “value” back in Added Value.
Sales representatives have a set amount of generic “opportunities” that they’ll offer you. They try to give you Added Value with the least amount of effort and without having to use any of their valuable inventory or promotions they’re attempting to sell at a premium.
1. Insist on Relevance
It is up to you to request that all submissions support your sales or community goals and/or further your current creative message. Putting your name on random events or slapping your logo on a concert stage can do more harm than good.
Communicate and provide a list of charities and local events you are vested in or would like to make an effort to support. Does your company have close ties with after school programs? The local soup kitchen? Mental health clinics?
Broadcast partners have far-reaching and invaluable relationships with an array of philanthropic organizations and events they can tie you into.
2. Seek Out Live Air-Time
There can be immense value in live chatter, as it almost serves an endorsement, while also adding credibility in an organic way. Provide copy points that on-air talent can use. If it’s entertaining or newsworthy, it will more than likely make its way onto the airwaves. In addition, securing quality “talent” at remotes and events boosts excitement and audience interaction.
3. Emphasize Exclusivity
A common term or phrase you’ll hear from your sales representative is…”We’ll tag you on…” or “We’ll put your logo on…”
Most often, this means your business is just one of MANY on a promotional spot or on the back of a t-shirt. Stress to your media partners exclusivity is a priority. You do not want to be mentioned in the same breath as a competitor or be completely lost in a wash of other sponsors and advertisers. You need your message to stand out… and to stand alone.
When investing your local media dollars, every dollar counts. Just as you expect your paid advertising schedules to work for you, you should set out to have your added value efforts do the same. Challenge yourself and your partners to maximize your added value opportunities, improving the likelihood of increased ROI.