Picture this: You’re in the mood for Mexican food and there are two restaurants within walking distance. One serves you chips and salsa for free and the other charges you for the chips. Which restaurant are you going to choose? The one with the free salsa, of course.
Something similar happens in advertising, through a process called added value. If two vendors are offering the same services at a similar price point, how do we choose which vendor to work with? Added value is considered anything added to the campaign for free. At CMT, we build relationships with our vendors to bring added value to our clients’ ad campaigns.
Added value can come in different forms. It could be over-delivery on impressions for a digital display campaign. It could be a talk-show interview on the radio. It could be an upgraded time slot on a TV ad. It could be running a newspaper ad in color for the same price as black and white. You get the idea.
All of these little upgrades add up to a heightened ad campaign at no extra cost. Added value interviews can also increase your brand’s public perception in a way paid ads might not. How? When a member of your team is interviewed as an expert on the news, it creates a “halo effect” around your brand.
I know you’re thinking, “That sounds great, but why would an agency offer us freebies? What’s in it for you?”
It’s simple: When our clients are happy, it makes us happy. It all comes down to our motto.
Be a good co-worker. Be a good partner. Be a good advisor to the clients we serve.