What, Why & How: The Secret to Higher... moreWhat, Why & How: The Secret to Higher Revenue
by Pat Bryson
I'm on a new soapbox. In the past few months, I've had the pleasure of accompanying salespeople on their sales calls. I've seen several "presentations." I put presentations in quotes because what some people call a presentation, I call presenting a package. Now, I know that every station has SOME packages: sports, sponsorships, events. But many salespeople still grab a one-page package off the wall and take it to every client. Not only is there no customization, but I've noticed another alarming trend. This is the subject of my new soapbox and today's newsletter.
As we learn our products, we get pretty good at the "What." These are the facts that explain what a client will receive by buying this package or campaign. We are so used to knowing what we mean by the "What," that we often expect our prospects to know as well. For most of them, they have no idea!
15X 6A-7P, Mon-Fri.
This is a typical "ask" I see. We understand what we mean, but our... less
About 18 months ago I got a roofer to... moreAbout 18 months ago I got a roofer to advertise with my station. He knew he needed to advertise. I knew I had my work cut out for me. He's still with me and increased his spending about 25%.
The first thing I did was get one of the faces of the business to voice the commercial figuring when people called and spoke with her, there would be a level of comfort and trust not found at their competitors.
At about month three, the client said 'it's not working'. We had pretty benign weather all along; no hail, high winds or heavy rains. I drew a big circle on a piece of paper. I said that was out station coverage area and I put a dot with my pen in the center of the circle. I said that dot needed roof work. I explained the dot was who they needed to reach because everybody in the circle has a roof but only the dot needs work now. I said the best thing your ad can do is keep you top of mind when roofing work is needed. The first remembered gets the call but to be remembered you have to tell your story day... less
In this blog post, Seth Resler of Jacobs... moreIn this blog post, Seth Resler of Jacobs Media Strategies writes, "Social proof is a phenomenon that plays a big role in our decision-making processes. In simple terms, social proof is the idea that we tend to follow the actions of others when we're unsure of what to do. It's the reason why we often check out online reviews before buying a product.... When it comes to marketing, social proof can be a powerful tool for radio stations."
He then goes on to discuss seven ways that radio stations can harness the power of social proof on the "Advertise with Us" page of their websites, in order to attract new clients.
Read the whole article here: How to Use Social Proof to Attract Radio Advertisers (jacobsmedia.com)
We'd love to see your station's "Advertise with Us" page - feel free to link to it below. Thank you! less
Entering the "Danger Zone": The First 90... moreEntering the "Danger Zone": The First 90 Days
by Pat Bryson
You've just sold a brand-new client. Yippee!!!! (That's what we say in Oklahoma when something great has happened.) You worked hard for this one. It may have taken weeks, months or even years to get their agreement. You may have the urge to sit back, rest a little, and enjoy the "win."
Now is when the real work begins. Our new client is now entering the critical first 3 or 4 months of their advertising campaign. In about 60 or 90 days, they will be smack dab in the middle of the "chicken out" period. What is this? How does it work?
We know that campaigns created with the radio recipe of enough weekly frequency, long enough, and with a relevant message, still take time to ramp up. That's why it is imperative that we use OES schedules, make them a minimum of 52 weeks, and utilize great creative. It's like a train. You hook the engine to the train cars. The train begins to roll, slowly at first, chugging along. As it gains momentum, the... less
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