Happy Friday, everyone!
Here is this week's poll question:
How often do you use "spec" ads? Who does them -- you? your production people? an outside service?
On a related note, does anyone use Cash By Creative, Specbytes, Adwise Creative, or a similar service? What has been your experience?
Looking forward to reading your replies!
Never used them.
I use them easily 95% of the time. Our product is so intangible.
You get them excited about their growth during your meeting, but once you walk out, their brain easily goes to a place of, "what are you really buying?"
Specs provide something for a client's mind to wrap around. "This. I am buying this."
Our production team creates a :30 and :15 for each of our prospects.
I guess it's an example of test driving a car -- once they're inside and smell the new car smell and experience driving a new car, they're ready to sign on the line. Same with a client hearing an ad about their product or business.
I try to use spec spots as often as possible, because with a spec spot, we are almost always, 99% of the time, guaranteed a sell with a spec spot included. I use "Swap-a-Spot" (SAS), they have a HUGE bank of talent to choose from, and VERY quick turn around (usually within the hour).
Exactly! That is a great comparison.
We only use them about 10% of the time. It just makes too much sense.
We WILL use them more often in 2016. Our goal is to use them in at least 25% of our presentations.
Our production folks will do them.
I use spec ads often. We use a service called V-Creative. They are very good at turning a spec spot around quickly. Most of the time, I can send the spec spot and get it back within an hour. They do a great job!
Are you trying to start a conversation? Doing it with spec work is dangerous and irresponsible.
Uninformed spec work runs a real risk of backfiring when the client says, "Well, that's certainly not what I want to be selling." Then, sales is beginning the conversation from a deficit position.
It also totally undermines the value of writing and production. They train the prospect to think, "How hard can it be if they just showed up with a new commercial?" It disrespects everyone involved in creating the commercial.
A great use for spec is to close the deal. A reluctant advertiser can be persuaded to sign when he hears a smart commercial that's the result of an intelligent conversation about his goals and direction.
Need to start the conversation? Proven successful advertising with documentation of response and ROI are a much more potent barometer of what a station can accomplish for an advertiser.
Of course! I was in no way suggesting using Specs as a "foot in the door" option. That's reckless. Your foot in the door should be exactly that, your foot in their door. Learn about them. Talk to them. Where are they struggling? What are the trends they have been seeing? What makes them stand apart from the competition.
Only then should you create a spec. This is when the magic of specs works.
All of a sudden they realize that the message they have been wishing they could get across to the masses is actually something that can be done. They know you listened and they know you aren't just selling thin air, you are selling them themselves. What kind of successful business owner wouldn't buy themselves?
Our Marketing Team does their homework BEFORE they write a Demo Ad; starting with a CNA (Confidential Needs Analysis).
There is nothing dangerous or reckless about a Demo ad. This is Radio. When you want to use a Demo ad, USE a Demo ad. IT IS Easy! There is nothing to it. That's why we should be using them 90% of the time.
We only create spec spots AFTER a complete evaluation of the client is made, a complete understanding of their product and target demos is understood, and only after they have approved the copy. It sells almost every time.
I concur 100%. We have Needs Analysis reports that we do on prospective clients, then get approved copy after the second meeting, and play them the spec spot during the third meeting.
Victor, it sounds like you're inferring that what I wrote was a response to your comment, which it wasn't. It was a general answer to the question. That said, your comments are spot on. Good stuff. I wish all the account reps I worked with were that astute.
That it "sells almost every time" shows that you're doing the job as it should be done. Good on ya, Ric.
Thanks, now all I need are full time sales people!
There is a time and a place for spec spots. I never presume that what I put together is better than the $10,000 production job some major Hollywood House put together for the entire chain. If it somebody local I get the best writer and voice I know of. That would be ME.
And I don't believe in Needs Analysis and waiting for the 3rd meeting. Sometimes I write the spot in the middle of the night when the idea comes to me.
All of that excessive paperwork takes away street time. (Robo-sales!! Boy am I glad I don't work there.)
I use them a lot-- I find if I take good creative out and play it for my prospect, it's hard to say "Nah I don't want to hear that on the radio".
We close 90% of our clients with a spec spot. I tell them that we went to their website,or did a little research on their business. Before I play the spot, I tell them it is just a sample of what we can do, and they can change it. Which leads to a CNA, and a sale.
Spec Spots are tangible evidence for the intangible product! ....I nearly always write a "spec script" for a new and or infrequent client as a "jumping off point" - rarely have it produced due to turn around time - either from a flier on a potential clients door, newspaper, or website info. When a client begins to make changes or wants to go a different direction...talk about buying signs... they are already sold...now the discussion is about how to best present the client to my listeners to bring results! Way more fun than spot rate or ROI! I find that many potential advertisers are worried about "the Commercial" and that alone will stand in the way.
I saw someone mention that v-Creative had an 1 hour turn around time. Our stations also use V-Creative - I never use them for spec ads - but do for sold ads and the turn around time is generally 24 hours! Many times way to long to wait for small market radio, but does give us a bank of voices to choose from...
I am going to tell you what WE do and I am in no way disparaging anyone else out there who does things any other way. We all do what works for us.
Every one of my reps presents three annual contracts each month. Yep... three. our closing ration is 33% (documented).
Every annual presentation goes out with three different spec ads.
Now, do we do CNAs? Yep. But before we ever walk in the door we get all of the information we need about the account. That is why the first words in the door are "we have already some some preliminary research on your business and I think that by working together we can each put a few coins in our pockets. But there are some specific questions that I need answers to to see if we are a match".
After I get those answers I get up And leave saying "if my crack savvy motivated staff of highly trained professionals (thank you Roger Utheimer) can come up with something that we think will work, can I come back and show it to you? (they always say yes.
When I come back I have national research on their business type that I got from google (easier, less expensive and better than anything you can get from the RAB), I know their average margin, average sale. I know how much money is spent in the market each year on their product by using the census for the marketing area, taking the PER CPITA income and mutiplying it by the number of people in the area then dividing it by the percentage given me for spending in that category as provided by the Bureau of Labor Statistics. The I go to google maps. I put in their business type and the zip code. it prints a list of all of their competitors so I can show them that I know what is what. Then there is a lot of other stuff that goes in ESPECIALLY and most importantly an ROI calculation.... what to expect and when to expect it.
AFTER all of that work I have earned the RIGHT to play them my spec ads and ask for an order the price of a new car.
If anyone is still reading this... all of what I do is at RadioSalesSchool.com and it is a 15 day, 15 minute a day 9some more) course with workbooks and videos and it is FREE (because God knows none of us would wat to actually invest MONEY in our training).
I look forward to being torn apart now on everything I have said wrong. I am rather new to the business... 40 years this august so I am still trying to figure it all out.
Speaking of using spec ads, the late, great sales trainer Jim Williams put together some fabulous resources for selling with spec spots, including categories of spots to have available at all times, along with many compelling success stories. He sold this series, The Smart Call Demo Plan, for around $1000 when he was still alive. His heirs have given us permission to share this recorded training without charge. You can access it FREE here.
