Whether you place your media in-house or work with a Canadian media agency, it is important your buyers play an important role in your Corporate Trade transaction.
After all, they are the mastermind of your media plan so collaborating with your Corporate Trade provider on the execution is critical.
There are a number of factors which can help or impede the successful launch of a new Corporate Trade solution in your business. Many businesses and agencies alike can be intimidated by the process involved of adding "another cook in the kitchen" for media buying.
I’ve been working in the Corporate Trade industry for about 6 years, and consider myself somewhat of an expert. I’m fortunate enough to have a 360 degree view of the industry and all of the different ways Barter is used by businesses and agencies, but it wasn’t always that way.
Today I sat down with media expert Karin Macpherson, Active International's newest Senior Director of Client Solutions.
Whether you’re a CXO, Procurement VP, Agency or Marketing Executive, don’t let any of the following myths prevent you from exploring Corporate Trade. You may be missing out on a strategic solution to unlock untapped value from your business.
Myth 1: You need a ton of excess inventory to enter a Corporate Trade deal.
Despite an uncertain global economy, one thing has remained on a steady incline –advertising investment. Zenith Optimedia’s ad spend forecast predicts a jump of $24 million in North America and almost $100 million around the world from 2010 to 2014.
Meanwhile, CXOs across North America are seeking ways to improve their cash flow and reduce operating expenditures. More than ever before, marketers are put under the microscope each month to produce results and deliver a positive ROI.
Over the years in my career as a Marketer on the client side, I’ve worked with a good cross-section of ad agencies. And I love working with them. The creativity, fun, innovation and energy associated with the agency world are both infectious and inspiring. But admittedly, there have been times where I just wish they’d put my business hat on and see things through my reality.