OOH Sales Proposals Part 2
- Needs and Objectives
- Why Out of Home
- Why Your Company
Today I’ll cover the last four parts of a killer sales proposal.
Clients spend 80% of their efforts on “where” to advertise and only 20% on “what” to advertise. Your aim is to entice the prospect with better targeted creative that gets a response. Prospects will get emotional about the creative (While being analytical about the media plan). Get them excited and engaged in your ideas. Spec art is ultimate! If you can’t get spec, write a well worded descriptive single paragraph that paints the creative picture.
6. The Delivery Plan
Outline your program based on the client needs. Impressions don’t buy things, people do. Include reach expressed in number of persons reached (not percent reached) (You can get the number of persons reached by multiplying the percent reach times the population in the demographic you are quoting/measuring). If you propose a specific demographic, follow with the number of people reached outside the demo that are delivered as a bonus. You must include the cost per thousand ad impressions allowing the client to compare with other media. CPM should be a huge selling advantage for your proposal.
- Dollars are only an “investment”, not “cost”. Stipulate investment is based on a one-year plan. For a shorter duration, you will have to re-price.
- Consider giving them a 60-day cancellation clause. Clients will sign for a longer term if they have the peace of mind they can cancel.
- Show the investment broken into the billing segments your company uses (4-week periods, months, etc.) “X amount of dollars per four weeks for 13 periods”.
- The client is in control when they sign a one-year plan. They have continuity, and they protect their locations, rate, and in the case of a permanent location, the right to renew.
7. Critical Path
This is a timeline that begins two weeks from your proposal date. The client has two weeks to agree to your proposal to secure units, pricing etc. It also outlines art deadline, production, posting dates, date of first invoice, etc.,
8. Service Contract
This guarantees your level of service.
- Define how often you will be checking in with them (monthly?)
- State your company’s posting policy, proof of performance reporting, etc.
- Comb the terms and conditions of your client contracts and highlight the elements the company is guaranteeing.
- Review the elements of your service contract with your management so they are comfortable with what you are promising. Promise you are available 24/7 to meet their needs. After 35+ years of making this promise I have only had one client who abused it. This gives the client peace of mind they are going to be well taken care of.
- Signing the bottom of the service contract demonstrates an extensive level of commitment.