OnlineSpin: Meeting Impossible Client Demands & The CPA
Jim Meskauskas brings us a media buying fable pitting the poor media buyer, roped in by the callous account guy, in a battle to conduct a cost per action deal to find purple unicorn riders. But, Jim, they really do exist.
CLIENT: Well, it's too late now! [A small bead of sweat makes its way from temple to chin. Raised eye-brows quiver.] Our corporate goals are set. We can't turn this ship around now! Our entire marketing schedule for next year has been designed around a billion-name purple-unicorn-riding database.
ACCOUNT PERSON: Not to worry, Mr. Client. We'll get it done for you. We'll talk to the media vendor you met with and see about doing a huge CPA buy, that way, you will ONLY be paying for those people who ride purple unicorns.
