Whether you have used a marketing agency before, or have considered it, you have no doubt questioned if the benefits outweigh the cost. However, an agency doesn’t just provide you with a higher level of expertise and knowledge that may be absent if you plan and buy media yourself, there are also benefits that arise from relationships they have already built with the media, when it comes to purchasing advertising space.
The Agency And Supplier Relationship
A marketing agency deals with many media suppliers and stakeholders in their day to day operations on behalf of all their clients. Many of these relationships have been well established for a long time and as a result, an agency is knowledgeable about what they can achieve through each supplier. These long standing relationships are very beneficial when it comes to the negotiating of media buys, taking the burden off you to communicate directly with suppliers that you may not have a pre-existing relationship with.
They Know Where To Get The Best Rates
Part of an agency’s role of course, is to buy media but first, they must plan the strategy behind it. Ensuring that your advertising reaches the right audience the right number of times is crucial to achieving results, so to do this your agency must approach the correct publications, radio networks, TV stations and any other suppliers that advertising with will benefit your goals. To stay within a budget you provide, this may mean that some advertising will be off the table due to the rates associated, however your agency should create an effective combination of advertising to ensure you get the best rates possible.
Bulk Buying Means Cheaper Rates
Media agencies are always purchasing a huge amount of advertising space at the same time and with big purchases like this, comes bulk rates. Like most things that are bought in bulk, discounts are received, which means lower advertising rates for you. While you can purchase space directly with media suppliers and outlets, you may find that those rates are less competitive than if you were to use an agency. So, if you are unsure about using an agency or unhappy with the service you are currently receiving, it is best to compare direct rates with those of your marketing agency. Keep in mind however, that using an agency means you do not have to manage the media relationships, which can free up more time for other daily tasks.
If you have always wondered whether your current agency is getting you the best rates possible, or whether you could save money on getting your rates direct, perhaps it is time to download our free eBook below. This will provide you with 10 questions that you can ask your agency to help determine if they are working hard enough for you, or if there are improvements that could be made to your strategy. Or, if you’d like to chat more about getting the best advertising rates possible, contact us today and see if we can help.