Everyone is having to do more with less these days, and Jennifer Marshall, co-owner and vice president of the TV station marketing division at Marshall Advertising understands the dilemma.
Marshall sat down on Friday at the PromaxDBA headquarters in Los Angeles for the latest in the organization’s series of Digital Master Classes.
In “Big Media, Small Buy: A Perspective Every Marketer Needs,” Marshall outlined how to optimize your media spend across all outlets—from radio to outdoor to digital—as well as gain practical tools and insights to grow ratings despite budgetary parameters.
Marshall advised that you should always build relationships and take lunch meetings —even if you aren’t immediately spending money with someone.
“It’s their job to get to know you, so take the time and get to know them,” she says.
Find out what assets the media reps are selling these days, ask for lists of any resources they have available—such as research or competitive spending—and find ways to use your on-air talent and personalities for their benefit, she says.
Get all of Marshall’s advice and watch the entire 30-minute master class on your own schedule at promaxbda.org
PromaxBDA is the publisher of Brief and Daily Brief.
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