According to best practices, what is an acceptable negotiation request during the RFP process?

In the context of the Request for Proposal (RFP) process, negotiating for added value impressions is often seen as an acceptable and beneficial request. This strategy allows the buyer to negotiate for additional impressions or placements that are provided at no extra cost, enhancing the overall value of the media buy. It effectively increases the reach and impact of the campaign without increasing the budget, making it a win-win for both parties.

Negotiating for added value aligns with the goal of maximizing the effectiveness of marketing efforts in digital media, as it directly influences the campaign’s performance metrics. This practice is often encouraged because it leverages the relationships between advertisers and media partners, fostering collaboration and innovative solutions that can benefit both sides throughout the duration of the campaign.

In contrast, other negotiation requests, while potentially valid, may not be as widely accepted or beneficial in the same way. A discount on total spend could limit the media provider's ability to deliver quality service or inventory. Seeking exclusive access to new inventory may be difficult to obtain, as media providers have their own distribution strategies. Lastly, asking for a longer campaign duration may not align with predefined campaign metrics or strategies set by the brand or agency. Thus, focusing on added value impressions is a more strategic approach during negotiations