Make an effort to understand a brand and its circumstances before pitching them on an emerging platform. You can boil most brand needs down to one (or more) of three things -- awareness, trial or repeat. By doing even a couple of searches on the brand and category, you can ensure that you can develop a message that is more likely to resonate. In an environment where resources are at a premium, planners and buyers must focus on opportunities that are most likely to address specific brand needs.

Now, it is possible that the actual needs for a brand may be different from those you surmise. But the thing is, brands generally are appreciative of people who have done their homework, whether or not you reach the same conclusions as they have. Getting it right can be a welcome surprise to the buyer. But what really matters in the end is that you cared enough to try -- it will set you apart from about 90 percent of the cold calls a planner gets.