: success stories

Negotiating a smart, targeted cost-savings media buy

SITUATION:

A NC-based bank's old agency was buying TV, cable, newspaper and radio with a shot-in-the-dark approach. There was no research or analysis taking place. Buys appeared to be straight off the rate card and the agency was taking a commission.

SOLUTION:

Apple used a statistical modeling/analysis program to "judge" different media outlets and their efficiency in reaching the bank's target demographic. With that data in hand, we went to the media to review their rate cards and hear their pitches. From there, we started negotiations, made offers below the rate card and secured great rates.

RESULTS:

Our research and negotiations – combined with our commission-free structure – helped the client realize a savings that exceeded 50 percent over her previous media buys. That savings allows the client to buy more media that's right on target.

 

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Negotiating cost-savings media buy