Happy Friday, everyone!
Last week Rod posted about his experience with a State Farm Insurance agent who was unable to secure a green light from corporate to move forward with radio advertising.
So for this week's poll question we'd like to know:
Do you run into similar roadblocks with any other national companies who make it difficult for their local agents, franchisees, or reps to advertise on radio?
Looking forward to reading your replies!
The file isn't long enough, particularly now that I am back at a small station a few miles from Boston.
Bill Wayland
WCAP Lowell Ma.
WE do run into roadblocks but building a good relationship with the Franchise owner usually gets better results. In our case money is spent in the larger markets outside of the owners marketing area. Stressing to him that by re-directing his marketing money it will give him the impact he will need to grow his business in his marketing area as opposed to helping other owners in another market. A dealer group pool has also worked well..little harder to manage with more people in the room but when done right it does reap big rewards.
Good discussion idea. Maybe others have had some success with these frustrating companies:
1. Champion Windows
2. Buffalo Wild Wings
3. Connect Hearing Centers
4. Maverick Convenience Stores
5. Big O Tire Stores
David Kuehn
Montgomery Broadcast - Cheyenne
Dave...Buffalo Wild Wings in Tiffin Ohio...we are doing a coaches show weekly and it's packed. The franchise owner tells us that he is the highest grossing BW3's in the region on Monday nights topping $10,000 when the other franchise owners are doing $5000 in Cleveland and Toledo...and other surrounding BW3's. Tiffin is in Seneca County, Ohio population 12+ 48,000. BW's pays for the show to be there and we have several levels of sponsors...everyone is thrilled...
From Robert E. Lee on the RSC Facebook page:
That's when you have to get creative! Remember when Walmart "didn't do radio"? My local Walmart, when I was in Michigan, "did radio." Granted, it was the store manager's small discretionary fund, but, a couple times a year, she would pay what she could to have us do a remote at her location. Then, I would work with a handful of her vendors to get some cash out of them, for the remote. In exchange, the (mainly food) vendors, for a couple days, would receive special product display space in the store, along with on-air mentions before and during the remote. It was one of those "win-win-win" situations for all: the client, Walmart; the vendors; and our stations (and my paycheck!). This was back in 1998-2000, when, like I said, Walmart famously "did not do radio". :)
I do technically count two of those among my clients, but just barely. Maverik only does remotes at grand openings and won't hear reason that those don't work. But a local gas station felt the pressure from these guys coming to town and took over sponsorship of our Road Conditions Report which is steady and great positioning for him. Lemonade from lemons.
And Big-O buys direct as the local franchise so I could see where it might be a challenge without a good local franchisee.
My toughest are the ones that won't even have a conversation with you "oh, we get that market on network." O'Reilly Auto Parts, Home Depot, Big-5 Sports, Joann Fabrics. I want to shout at the automated phone system "I'm calling you because your advertising isn't effective enough for me to hear you on my own station!"
Sigh. It's my cue to spend my time elsewhere.
Thanks Tom. Your example made me remember (it's hell getting old!) about a Packers Show we did when I was in Wisconsin - very successful and nowhere near Green Bay. Thanks!
You are right - knowing when to fold your tent and move on is important. It's hard because we are competitive, but you have "to get over it" and move on. The same effort elsewhere will be more productive. Thanks!
Tom; could you give us more details about the Coaches Show?
I worked with a Farmers Insurance agency in Montana who got around corporatet dictates by running commercials that did not mention the word "Farmers".
I also met with a Wells Fargo Investment Advisor in Virginia whose corporate office told him that he absolutely, positively, could not do local TV commercials. He eventually convinced them to let him record a billboard for a local news feature – Stocks of Local Interest. All he is allowed to say is (names changed here) "This is Bill Johnson, Managing Director of Investments for the Johnson Investment Group of Wells Fargo Investment Advisors, with your stocks of local interest for Tuesday"
I created a multi-year campaign for an Allstate agent that only used the Allstate name in the website address. We created several humorous ads, some of which poked fun at the Geico campaign at the time. Here's a script of my favorite commercial along with a few audio files.
BRIAN WELLER ALLSTATE
MP3 PLAYER
APRIL 2012
:30 SECONDS
Female: Hey, what’s that? (questioning)
Male: It’s my new mp3 player… (excited)
SFX: Pounding a rock on the table under
Male: But it’s broken. (confused)
Female: (laughing) Hitting it won’t help! (laughing) It’s just a rock… and a pair of headphones! (sarcastic)
Male: No way! I bought it online and it’s the real deal… even got to name my own price!!! Saved me a bundle! (slight anger, defensive)
SFX: Pounding a rock on the table under
Male: Maybe it’s the headphones. (confused)
Brian: This is Brian Weller. When it comes to insurance, you want more than just an “online rock.” To make sure you have the right coverage, schedule a free insurance review with the Brian Weller Agency. Call 753-0123 or visit Brian-Weller-Allstate.com. (:13)
Hi Phil: Good idea. Thanks!!
Thanks Les; good stuff.
