Radio Sales Café

I am thrilled at the opportunity to talk with so many radio account representatives. I know for years your station’s production staff has asked a lot of you. With your permission, I’d like to ask another question: What can commercial production do for you to make your life easier: to help you close more deals, get renewals, grow your client relationships? What can commercial production (in station or as a vendor) do to help radio account executives succeed?

Thanks!

Neil,

A well writiten, well produced spec spot is a terrific tool to help you seal the deal. You might consider doing two of them and asking the client which one they like best. Usually when you get them talking about the copy, you have a sale. I think it is important for the Account Exec. and the Production Director to agree on the purpose for the production. Elements of production should draw attention to the message while not competing with it. There are many famous Radio stories about great commercials that everyone thought were terrific, but after you heard them you couldn't remember what they were selling.

Hal:

Thanks for your reply. I agree spec spots add a tactile sense to the "air time" stations sell; a way to put the prospect behind the wheel adjusting the mirrors and massaging the leather. If that can be accomplished with a comparison among 2 specs and move them to signing the contract, that is terrific.
I've always believed the AE knows the client better than the production team, and the "creatives" have to trust the AE's. I also agree there are entertaining spots that win awards but fail to actually convince listeners to try the product/service they were meant to sell.