Advertising sales tips from media owners

Developing effective strategies to work with advertising buyers is a specialised skill which is vital for media owners who generate all - or part - of their revenue through advertising. 

Here we share tips and insights from 16 of Australia’s most successful independent media publishers....

If you would like to share a tip please get in touch

Laina O'Donnell, National Advertising Manager at beautyheaven.com.au
See beautyheaven's listing on MediaScope

Do your brand and company research before a meeting, and then ask as many questions as you can so you get a holisitic understanding of their company, objectives and challenges.

Emmanuel Kastanias, Founder of NapkinAd
See NapkinAd's listing in the MediaScope directory

As with all businesses, customer service is a priority.  We know what works on a napkin and we advise quite strongly on artwork which we feel will not work well with our medium.  Advertisers appreciate this and know we do all we can to promote their business.

Tony Shaw, Business Manager at Aviation Trader
See Aviation Trader's listing in the MediaScope Directory

Respect and integrity are the key elements in developing quality relationships. We’ve learned not to make assumptions about things like deep industry knowledge or marketing capability. We’ve learned that we can generally value add any client’s commitment / proposition by using our business experience and graphic design skills to complement their product knowledge. We’ve learned to view our relationships as partnerships with an equal ‘skill’s’ contribution / capability.

Leah Gibbs, Founder of Lifestyle Careers
See Lifestyle Careers MediaScope directory listing

Create a powerful message and branding via your USP to attract your ideal Client and be consistent with your message. Don't stop marketing. Know your audience. Provide fantastic Customer Service. Offer a satisfaction guarantee. Keep smiliing at all times especially when the going gets tough.

Melanie Hardie, National Sales & Marketing Manager at Rent.com.au
See Rent.com.au's Listing on MediaScope

Never over promise, and make sure you can turn in around in 48 hours and measure everything you do for the client. We are always looking a new a creative ways that we can work together to ensure clients get a great response.

Jeremy Nathan at Industry Search
See Industry Search's MediaScope listing

When selling to a diverse range of SMEs our sales consultants need to be prepared to talk at any level, from decision makers with very little online advertising experience to those who are seasoned online marketers. Something else we’ve learned is that after the sale is done we have to carry on the education process. If our advertisers don’t learn how they can use our product effectively then they won’t achieve maximum results, and hence won’t renew the next year.

Belinda Elworth, Founder of My Invites
See My Invites' MediaScope listing

Don't waste their time. Make it easy for them to work with you. Exceed their expectations. Adapt your proposals to their formats, make reporting easy for them to understand and use. Don't give up if someone doesn't return your call, don't take it personally.

Ngaire Stirling, Founder of Brisbane Kids
See BrisbaneKids' MediaScope Listing

Offer advertisers a range of potential platforms, under promise and always over deliver. Our platforms include our website, our newsletter, facebook page, editorial options and twitter as well as identifying for them possible business partners to comarket with. our mantra is- we want our advertisers to be successful so we are successful - so we help to identify with them any potential areas of opportunity and give them tips and tricks on everything from SEO to Facebook ads. It is our job to grow their business and not simply place an advert on our website. This ensures we continue to receive renewals and grow our own business.

Linda Enever, General Manager at Family Capers
See Family Caper's MediaScope Listing

Talk to them. Suggest ideas and work with them to find out what the desired outcome is then offer the solution. Listening to potential clients not only ‘really helps’, it is the only way to provide what the customer is seeking.

Zac Zavos, Co-Founder of Conversant Media
See The Roar and Lost at E-Minor's MediaScope listings

You have to be genuine and know your stuff. The online media sales process could certainly be improved and we're always learning the best ways to engage planners and clients. We don't believe in the nag sell; so we focus more on knowing our sites and audiences and executing on every brief we receive.

Russell Morris, Director of Strategic Partnerships at RedTxt
See RedTxT's MediaScope Listing

Do not promise anything you cannot deliver!

Phillipa Bird, Founder of What's On Sydney
See What's on Sydney's MediaScope Listing

I have noticed that agencies don’t like to tell you who their client is that they are inquiring for. This can be a disadvantage.  For example we might be offer them more than just banner advertising if the client fits well with something else that we do.

Robert Gerrish, Founder of Flying Solo
See Flying Solo's MediaScope Listing

Patience and the growing pursuit of 'something different'. In addition to display advertising clients are looking for deeper engagement and integration. We like that and are happy to work with them to try new things!

Sucheta Kotwal, Founder of Hens.com.au
See hens.com.au's MediaScope Listing

Always give as much relevant information as possible. I always supply up to date statistics on the site, and am also able to supply advertisers with statistics ( Google Analytics) that show exactly how much traffic they are receiving from Hens.com.au. I also find that if you look after and nurture your advertisers they will repay  you in not only referrals but also an increased $$ spend, which is what it is all about at the end of the day.

Ben Gaze & Rebecca Jones, Founders of Yacht & Boat
See Yacht and Boat's MediaScope Listing

It is vital to understand the advertisers marketing objectives and establish expectations accordingly - prior to the campaign launch. Results which are important to one advertiser are not necessarily important to another.
Measurement of success largely depends on whether the campaign is focused on brand awareness or a specific call to action and outcome.

Jess Simpson, Founder of MWWAH
See MWWAH's MediaScope Listing

Outline your services clearly and concisely and be upfront about the costs involved. Find out what they are looking for, what their desired outcome is and then offer suggestions. Budget comes into play most times and businesses will always go for a cheaper alternative however cheaper isn’t always what is best. Point out how and why your option(s) will be more beneficial, what your point of difference is and connect with potential customers to form a solid business relationship.

Do you have a tip or some insights to share on working with advertisers?  Please get in touch.

• See MediaScope's Articles & Guides for Advertising Buyers & Sellers
• See MediaScope's one-on-one consulting services - helping media owners develop sales strategies and generate advertising revenue

____________________________________________________________________

Other Pages of Interest