The expectation of SOME advertising clients is that they are entitled to free radio spots, van stops, on-location broadcasts, web banners, email blasts, etc. that all seem to fall under the mysterious category of "Value Add" -- simply because they bought an advertising schedule. This expectation is utterly ridiculous. I don't know how media companies (especially Radio) ever let themselves get roped into this one-sided deal. What happened to the "win-win" deal?
Clients like this are either asking the media outlet to outright LIE to them about their "real" price (by hiding the costs of all the freebies deep within the traditional spot costs), or they really believe that media companies can afford this sort of "buy and bribe" practice.
My opinion has always been that this sort of "value add" would NEVER be permitted in any other business. Can you imagine walking into McDonald's and ordering a "Value-Add Meal?" That's where you buy the fries and drink and they give you the burger (and some McDonaldland Cookies) for free.
What about going to the movie theater and buying two tickets to see a show, and then expecting to receive free popcorn and Snowcaps from the refreshment stand?
Buying a new car and getting a boat for free?
Why are media companies (hello, Radio!) the only ones expected to do these sorts of things? The next time you have a client hitting you up for a bribe... er... I mean "value add" send them a link to the video below. Perhaps they gain a little insight into just how outlandish these expectations really are.
You want to offer your clients some REAL value-add?
The added value I bring to MY clients is that of creativity, experience, marketing savvy, and personal dedication to help them grow their business. If they're really interested in elevating the success of their company -- I want truly to help them solve their toughest marketing challenges. If, on the other hand, they just want the cheapest rates and to have the station van out on a Saturday handing out balloons and hotdogs (or worse yet -- will only buy into an advertising campaign to get seats at the next game or concert) they really aren't seriously interested in their marketing success so much as getting all the "free stuff" they can from the media company. If their business can be earned by those sorts of bribes, they really aren't a client that I'd be interested in working with. Let them pick someone else's pocket.
I'm a creative marketing professional that works tirelessly for my clients, and I expect a fair rate for my services. How about you?
