Short Term Advertising and Long Term Relationships

This week I have been talking about advertising partnerships and how that is my preferred way of working.

Generally advertising partnerships are a long term relationship with a marketing campaign that continues month after month after month, sometimes for years and years.  It is one of the best ways to build your brand and create top of mind awareness.  It’s about becoming a household name.  

But sometimes I will have a long term relationship with an advertising partner that uses short term advertising campaigns.  This month I signed a couple of agreements that were using that type of marketing model.

Like I said, short term advertising campaigns are not my favorite for all kinds of reasons, it goes against the concept of relationship marketing.  Relationship marketing mimics our natural human relationship tendencies based on building familiarity.

So why did I accept these 2 short term advertising schedules on WOWO Radio?

One was for an event.  The organization promotes a couple of events every year, so they use WOWO to get the message out to our listeners about the event.  I use a different strategy for events.

The other short term advertiser is one that uses WOWO to supplement what they do with their other marketing.  They have been using television for years and have a preference for seeing their ads on the nightly local news.  But when they need an extra push, they buy a radio schedule with WOWO and other stations.

I can be flexible.  I will always recommend what I believe works best to create the response you desire.  But sometimes if you want to do something else, I can work with that too.  We just need to have an understanding of expectations which ever way you go, long term or short term, so that we can be true advertising partners.