The reason we require a 3 month minimum campaign commitment is because we have found that digital ad campaigns that run at least three months or longer have a 70% renewal rate. When you sell a campaign for less than three months you are potentially selling a campaign that won’t deliver the results the client is looking for and then having an unhappy client who is no longer interested in advertising.
We do wave the three month minimum for the following situations (only):
- Political
- Concerts
- Shows
- Events (fairs, festivals, seminars, trade shows)
- School enrollment deadlines
In these cases, the advertiser typically is only going to need to advertise in the weeks leading up to the date and it doesn’t make sense to advertise after that is over, because the advertiser doesn’t have a business to promote.
Retail sales events do NOT constitute any of the above waivers. In those cases, the advertiser can promote the sale with one set of ad copy leading up to the sale, and then switch to different ad copy afterwards. Remember, for digital to work, we need time to optimize and time to get the frequency needed to get results. The longer a campaign, the higher the likelihood of success.
If the client wants to combine three months of budget into a shorter time period, we can do that for $4500 per product, but please talk to your trainer first. We need to evaluate those on a case by case basis.
But less than three month campaigns with less than at least the three month minimum in dollars are not going to be accepted. This is not a new policy, we are just reiterating this as there seems to be some confusion. We don’t want you selling something we don’t think will produce the results your clients are looking for with their campaign. Please do not submit an I.O. without talking to your trainer first.
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