I agree. Paul Weyland rocks!! His strategy is the best way to go. Help the client own something.
Radio is a frequency driven medium.
Conduct a thorough CNA, pull some qualitative and find out who buys what and when. Consider which day part delivers the best and book accordingly.
20 commercials a week is a lot and will likely deliver great frequency when narrowed to one day part. Run it super narrowed 3-6 months, then expand the day part to build on a bigger audience.
Funny, right after my post about bascially a single set of rates, we came out with a brand new card. It not only charges a little different in various time spreads, we also now offer discounts for buying combos, using both stations, and single station buys. Yay for that!
I'll sell a Mon-Fri or even a Tues-Fri at the same rate but if the client wants a Weds-Fri or even Weds-Sat... the price tag needs to go up a bit. The more we're zero'ing in on the last few days of the week before the weekend (when everyone is out and about... shopping), the more we're leveraging radio's advantage of being one of the last points of contact before a purchase is made. Auto dealers LOVE to run Weds-Sat or Thurs-Sun schedules. Likewise, we have less inventory available Weds-Sat than we do Sun-Tues.
True, Simon. However, there are those who imagine that buying umbrellas on sunny days gets them a bargain. Could be the same with snow blowers given context - Winter/Christmas in July sort of thing. Would make sense to someone having suffered a hard winter last winter, potentially aging, and the justification of getting the good deal because it is off-season.
But, aside from that contrived circumstance, agree:-)
As you and others indicate, I'm sure whether earlier or later in the week depends heavily on the type of business - re: Simon's where to eat.
We are creating a new paradigm for Radio and will not have congestion toward any part of a week. This is going to be an interesting future breaking all the rules as we are apparently.
Will it work? Time will tell, but we are naturally committed to the process at this point.
Ha! But how do you really feel, DJ:-)
Yes, exactly. I'm thinking they are meaning that toward weekend existing salable inventory sells before earlier in week due to the "weekend" - fact or fiction. But then, I'm sure you already know that Jeff, so as interested in the responses as you are.
Heck yes.. Been that way for years. That's why retail and auto dealers stack everything Th-Sun. They pay premium for Thu-Fri., get Saturday for cheap and Sunday for cheaper.
I have clients that are on only one day a week, 10x a day. They get good results, listeners can repeat part of the message back to the client, and the client is told they are on the air all the time..
