“Holiday Hours” WARNING: MEDIA BATTLE ZONE (No Holiday Hours Allowed)by Tracy Call | November 23, 2017
“Every battle is won or lost before it’s ever fought.”
—Sun Tzu, “The Art of War”
It’s that season again: Jaw Drop Season. As in, my jaw keeps dropping at stories of agencies sharing their “holiday hours” with their clients. Hey, everyone deserves time to celebrate, but this isn’t about taking a half-day on Friday to do Secret Santas and egg-nog keg stands. We’re talking about people taking off the entire week of Thanksgiving and half of December.
In the media world, the “holiday hours” phenomenon always shocks me for two reasons. One, how do agencies get away with going dark and still charging clients for their full monthly retainer amounts? I’ve never seen a holiday-hours notification end with, “In light of this, we’ll be discounting your next two months of services by 20 percent.”
More importantly, any agency that uses the holidays to phone it in rather than gluing their phones to their ears is basically engaging in media malpractice. Why? Because there’s a brief window in the calendar year when you can get the best deals for your clients. Start negotiating too early, and there won’t be enough urgency on the other end. Start too late, and the best media real estate will get snatched out from under your feet.
When’s the sweet spot? You guessed it: the holidays. That’s when the most important battles are fought to earn the best rates, score the best real estate and find the best value-added diamonds in the rough. And that’s just what we do at Media Bridge. We secure our clients’ annual media budgets as early as possible so we can put everything through the holiday “ROI Machine” and wring every cent out of every last dollar.
From mid-November to mid-January, you’ll find us armoring up and hunkering down. We travel the country. We sit at dozens of negotiating tables. We glue those phones to our ears and basically negotiate our collective agency ass off until we know we’ve secured the best values for our clients.
Don’t get me wrong, we have our share of fun every day and throughout the year. But when it comes to the holidays, we (and frankly, our spouses) know that things are going to get a little intense. Media-buying is warfare, after all, and we ain’t playin’ around. We’re in it to win it, and that’s why we make sure that our clients’ media battles are largely won before they’re even fought.
To summarize: Media Bridge will be MORE open during this, and every holiday season. So call, text or email us anytime. And happy holidays!