How do media sales people approach a potential advertiser or agency prospect for almost any kind of product or service? The objective of the sales call is to persuade a prospect that their media should be given more than just a passing consideration. How can you achieve primary consideration? By showing them what? That they shop at your store frequently? That they make a lot of money? Or that they are frequent consumers of your product…or service?
What kind of audience information is really important to the advertiser? Age? Gender? Education? Income?
Let’s say that the advertiser is any of the following– a department store or a supermarket; an automobile dealer or an Apple store; a Best Buy or McDonald’s. All of the qualitative audience targets including age, gender, education and household income are important in describing your audience…but one thing that is extremely important is not defined above. If you have children in your household, think about how the birth of your first child changed your life when that baby became a part of your responsibility…and how you spent your money. Your life probably changed dramatically. Very few sales people ever think about the importance of babies, small children and school age children and how they affect what consumers do with their time and money…and how important these growing families are to radio stations, television stations, cable networks, and other media looking to get their clients the best return for their advertising dollar.
Considering the importance an advertiser places on a consumer’s stage in life, when was the last time you included information about your media’s audience that included which life stage(s) your audience best represents? If this kind of information is not part of your presentations to advertisers or agencies, you’re probably not alone. More often, sales people don’t include it. But if advertisers had this type of information from which to make strategic media buying decisions upon, chances are the advertising message will be more focused and targeted.
Today, the mini-van is a little larger and has evolved into SUV’s; pick-up trucks have expanded seating for multiple passengers…all of which families are buying. The mini-van made a fortune for Chrysler a number of years ago because families with children bought them. If a prospective buyer had children, the greater the sales potential.
Families are popular with all kinds of advertisers. Why? Because families buy more goods and services than single adults. Families with children are popular with supermarkets, drug stores, shopping malls, fast food restaurants, department stores, the latter which are now competing with Wal-Mart and Target who are selling just about everything from food to clothing as well as computers, television sets and many other household products.
I am always astounded that sales people seldom reach for this type of information when preparing a media pitch. With today’s advertisers looking for the best return on investment, you can’t afford not to explore with your client who the ideal customer is beyond age, gender, and income criteria. “Stage in Life” as we refer to it at The Media Audit, refers to the presence of children living at home, and the age of those children. Both of which have a significant impact on buying behavior — and it is something we have been measuring for 47 years.