Connect. The Network Media Partners blog.

Media Sales: Package for value, not for discounts

May 6, 2010

Creating valuable, relevant access to membership is one of the key ways to foster a healthy supplier community, as well as a healthy non-dues revenue stream. Often the easy answer is to combine several different options across multiple platforms (web, print, events) to create a comprehensive sponsorship “package.” This can work, but there are a few things to keep in mind.

First, don’t think about packaging as a way to offer a discount. Yes, price is an important factor in media and event buys, now more than ever. But companies will still spend top dollar if they feel that they are being given unique access to a high-level, niche market. Rather than thinking of the package as a discount, think of it as a way to build consistent visibility on a yearlong basis.

As companies look harder at ROI, the perception that they are an important part of the community and not “just a vendor” is vital. A successful media and event package should make the supplier feel that they have a presence–and a voice–at all of the places that your members connect and look for information: online communities, listservs, events, the list can go on.
Use feedback from some of your most active suppliers to identify the golden goose: that one element of member access that is most sought after. It could be an exclusive education opportunity, the ability to host a private VIP event, or the ability to co-promote an association product to members. Building your package around that item, so that all exposure supports and relates back to it, is crucial. Remember to determine an actual value (hard costs + perceived value of member access) for each line item when developing the total package cost. If the package includes the right member access, it should be priced accordingly.

–Shannon Reid, Vice President, Sales, Network Media Partners, Inc.

Filed under: Uncategorized, ad sales

Tags: ad sales