Client:
Aliant Communications and Aliant Cellular

Background:
The primary function of Ayres Kahler's media department is optimizing target audience exposure to the advertising message.

The Objective:
Each year Aliant and Ayres Kahler participate in a month-long process devoted to negotiating annual agreements with Nebraska radio and television stations.

The Strategy:
Our strategy involves scheduling meetings at the agency, formulating specific expectations for each station regarding rates and value-added promotion, attending meetings with representatives from each station, and negotiating final contracts and promotion agreements. In addition to effectively facilitating annual planning, this organized approach builds relationships with stations and is, in and of itself, an effective negotiating tool.

The Results:
The effective negotiation focuses on programming strength; rates based on Aliant Communications and Aliant Cellular's past activity, future promotional plans, Ayres Kahler's current experience buying for other clients; and the stations willingness to propose and carefully administer value-added promotional agreements.

More from Ayres Kahler:
Consumer Case Histories
Business-to-Business Case Histories
Client Work
Partial Client List