Selling the Sizzle
In the media sales business, advertisers are increasingly looking for some "sizzle" in the media programs that you offer. In the magazine business, this can mean a promotional event tied into a print buy. In the TV business, product placements within the actual program ("Don't knock over that 32 oz Coke while you are gyrating to the song, Paula Abdul!!"). In the online business, many advertisers are asking for all sorts of sizzle in the form of podcasts, RSS feeds, wireless, etc.
So, what is your organization's strategy for selling sizzle? There is no doubt that the right kind of sizzle can help you take more money off the table and increase your market share from an advertiser's campaign. I recall the lengths that Rolling Stone went to, early in my career, in order to secure a print buy from Doritos. While RS's demo/psychographics matched up perfectly with Doritos target, there was a little problem: Doritos only did TV advertising; no print budget, no print creative. So, RScame up with the "Rolling Stone/Doritos College Comedy Tour"... Six comedians, traveling to twelve college campuses, and..... 12 ad pages in RS!
So, if you are ready to make some real sizzle part of a successful sales strategy, here are some tips:
Sizzle programs developed with creativity and discipline can be the most fun part of our business. And they give your clients something they can feel ownership in and are proud of. But, remember: the main reason that you went to that Mexican restaurant was because you were hungry.