March 31, 2009. blog by Larry Tate

If you’re a business owner, get to know your media market, your competition’s advertising tendencies, and the local advertising reps that serve you and your competitors.

Let’s face it; most local businesses that are independently owned and operated have become more important to local advertising sales reps and the companies they peddle their wares for. With that, business owners are in a power position when it comes to negotiating rates, space and terms. Shouldn’t they begin by knowing more about their local market than their competition? Since business is a competitive game, you want to know the score and win the contest. Period.

We’ve all heard and read about accountability and that’s a great start when dealing with vendors and reps. But what about tapping into the font of local knowledge these folks have and use them as a source more valuable than the product you purchase from them? By using the reps you deal with on a regular basis as your personal scouting department, you might find a new and better way of making advertising decisions and more efficient ways of running your business.

No single business is in a market to go out of business and most reps should want to provide you with the information and tools that will make your business prosper. Use your resources and hold them accountable. The good reps will be around when the economy improves, and so will the smart businesses.

Here's a parting shot: invite competitive advertising reps to meet with your business at the same time and see which ones show up and which ones shine. Let them know you want to improve the way you conduct your advertising and would like to hold a roundtable discussion. You’ll be sure to save time and discover which reps want to help your business. Who cares if they feel threatened? If they don’t already, they’re living under a rock…