A study just released by Next Level SMG gives insight into why marketers will spend on advertising next year. Among marketers, the top reason to budget for advertising in 2008 is "differentiation."
From the study:
"The need for differentiation and an updated brand image / personality are the lead drivers for marketers’ who see developing a new advertising campaign as their lead initiative for 2008. Changing media consumption trends are also creating a need for messaging that has greater clarity and impact. As one respondent noted, “in an increasingly attention-scarce economy, [you] need to work harder to ensure that branding messages are sharp-edged and clear.”
Eighty-two marketing executives participated in this survey, and respondents include marketing executives from companies including Kraft, Pepsi, Dannon, Colgate, Cadbury Schweppes, Playtex, Clorox, Nokia and Starwood.
Use this on a sales call.
A marketer motivated to differentiate product will be highly motivated to differentiate their media buy as well. Pitch ideas that offer unique exposure to your audience. Custom publishing projects or single sponsor newsletters or web sections can deliver unique exposure with no competitors present.
If you are calling on a marketing executive present these options as way to differentiate brand/product in competitive markets.
If you are calling on a media buyer, print out the study at the link below and show it. Then say, "In 2008 marketers see differentiation as their top priority...is differentiation important for your client?" Assuming a positive response present your ideas a way to differentiate the clients product/brand.