| REVShare Client Q &
A |
| |
| A Conversation with Mike Alexander |
| Manager of Business Development,
Research & Marketing, Suddenlink Media
(formerly a division of Cox
Media) |
| |
| REVShare : How long has
Cox been working with REVShare?
Mike
Alexander : Since 1999. |
|
| RS : How did you first
learn about REVShare? MA
: REVShare was referred to me by another
agency. I then met with the CEO of REVShare
and the business model made sense. |
|
| RS: What sold you on working
with REVShare? MA:
It was the method REVShare uses to release its
quarterly reel. That's what initially attracted
me. Instead of being inundated on a weekly and
sometimes daily basis with calls from other
agencies that wanted to sell me their "great
PI" - instead of dealing with 8 or 10 different
agencies, I was able to take a reel and a piece
of paper and say 12 of these 15 spots meet our
needs, therefore we're going to put them on
the air. It was really one-stop shopping. The
REVShare reel quickly began to dominate the
total # of offers we had on the air, because
1) it was easy, and 2) they typically led when
I looked at weekly revenue. REVShare quickly
became the dominant player in our unsold inventory
space. |
|
| RS: Did REVShare's offers
meet your needs? MA:
Yes. One of the things that I thought REVShare
"got" early on, was lead generators
vs. products. We saw that the products that
we had on the air weren't moving well or performing
for us. Lead generators were 90% of the good
offers on REVShare's reel. It lined up for us
because REVShare's offers were lead generators
- bottom line. And REVShare grabbed a larger
part of our business and became more important
to us because of that. And they've stayed there.
|
|
| RS: How did REVShare help
you realize that Cox was undervaluing its unsold
inventory? MA:
REVShare has always had some highly successful
offers. Those offers showed us the impact that
the inventory could have on that client and
on our own revenue. Some media will use 4 or
5 agencies and see which one brings in the higher
yield offers.
When some of REVShare's offers
became glaringly more profitable than those
at other agencies, we decided to stop working
with the other agencies and work only with REVShare.
Our jaw dropped when we saw the potential value
of our inventory and how much money we could
make. So we gave those offers a greater share
of our inventory, and therefore REVShare received
a greater share of our inventory. |
|
| RS: What do you like about
working with REVShare? MA:
REVShare has always been willing to work with
us on whatever business challenges we face.
I can always talk to execs at REVShare and tell
them about ideas for improvements and you'll
say, "How can I help you with that?"
You've been really flexible on helping us with
our business processes. You're more of a partner
with us. By keeping lines of communication open,
it helps us identify opportunities for each
other for additional generation of revenue.
|
|
| RS: Have you recommended
REVShare to other media companies? MA:
I see REVShare as a partner - you bring us such
great offers and such great opportunities, that
when I talk to another media company and they
ask me how I'm able to so successfully monetize
my DR inventory, I just say, "work with
REVShare." |
|
| RS: How do you "sell"
REVShare to other companies? MA:
Whenever I recommend REVShare, I say that working
with you is easy and profitable. The basic decision
is "what do I do with my unsold inventory?"
Instead of trying to find the spots that are
going make you some money, why not let a company
like REVShare do the work for you? What I do
is take REVShare's reel, run the spots, give
it two weeks and cull the offers that don't
work and let the rest run for a while. With
REVShare, it's a turnkey solution - if you want
to do what's most profitable, you're going to
end up doing business with REVShare. Why go
anyplace else? |
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