Most unions are only occasional advertisers so it's no surprise that they aren't experts when it comes to media buying. But this lack of expertise is costing them a fortune.
In both cars and media, everything is negotiable and nobody should ever pay the first asking price. But unions repeatedly pay rates that no corporation would ever accept.
Here's a simple test to see if you're one of the unions paying too much.
Just ask yourself these four questions -
1. Are you getting the automatic discounts of up to 35% that unions are entitled to? In most cases, all you have to do is know what to ask for.
2. Are you getting bonus placements, free sponsorships, discounts or special editorial features with your bookings? These are all things that can and should be negotiated.
3. Are you getting the volume discounts you deserve? If you look at your media spending on a campaign basis and not on an overall yearly basis, you're missing savings of up to 40%.
4. Are you buying at the right time? In some markets, a difference of a few weeks can save you 50% or more.
If you answered "No" to any of the above, or aren't sure of the answer, you really should take a look at your media planning and buying.
Better still, have us look at it. Joe Hill Communications has been buying media for unions for over 20 years and we've delivered real savings and great service every time. We understand that union money has to be spent responsibly and effectively. We know that you often have to move very quickly. And we're used to managing campaigns that respond to events on a daily basis.
Here's just one example of the potential savings - last week we were paying about 10% of the published rate for a full page in the Toronto Star.
We can't promise you a deal like this every single time because supply and demand vary, but we do promise you the very best pricing based on our aggressive negotiating, media insights, and the clout that we have built up over years of dealing with all of Canada's media outlets.
You can reach us through info@joehillcommunications.com if you'd like to learn more or for an analysis of your current media buy. We can also provide you with full creative and account service, but if media is what you need, we're happy to focus on that.