Radio Sales Café

Happy Friday, everyone!

This week's poll question, a two-parter, is from one of our newest members, Steve Worden of Newark, DE, who wrote in an email to Rod:

How do you target the best prospects for radio advertising? What are the characteristics or demographics of the businesses that become great radio advertising clients?

Looking forward to reading your replies!

That all depends on your station's format. If your station target 35+ then who would those people want to know about. If your station targets 12 to 24's then a retirement community wouldn't be a prospect. Everyone is a prospect for radio advertising. Some of them just don't know how good radio can be. It's your job, as a salesperson, to know all about radio. You need to know the other stations in your market, what they program, who they target, their place on the dial, AM or FM, power, etc. You become the expert. Anything less, you are not doing your job to the fullest.

First & foremost, you need to qualify your ideal advertiser. Who's going to fit well with your station demographic & a natural fit for the promotions that you do. Try to get into the head of your listener and think like them.

Then look at who's currently advertising on other stations, billboards & print. They are already into advertising, and are easier to talk to about advertising on radio, than just starting from the beginning.

I'm also very well connected through my networking contacts in our local chamber, a BNI group and other great groups......it's the new "Cold Call"!

Part 2 of the question I think is more about the person you are dealing with. It will depend on your connection with them, and whether they really understand the value of advertising, and a long term commitment. It takes time to build trust with the client, and for them to realize that you're in it for them, and not for yourself. It also takes time on your part to follow through to the end, and be sure that what you say is going to happen, happens.

Great radio advertising clients really depend on you.....and what you come up with for them that will make the greatest impact for their business.

From my direct reply to Steve's email: Setting aside such obvious considerations as the prospect having both the desire to grow his business and the financial capacity to fund that growth through effective advertising, one looks for a number of things. I'll give you 7, in no particular order: 1) someone who runs a good business well, and who has above-average growth potential in the market. (The Wizard would say, someone who's great at running his business but who stinks at advertising it.) 2) someone who is genuinely open to new ideas and willing to embrace a calculated risk, looking at the advertising campaign as a long-term investment in the future of his business; 3) someone who recognizes that results take time, and is willing to give a new campaign several months minimum to gain traction before judging its merits. (Roy Williams has written extensively on this; it's the approach of the farmer, as opposed to that of the hunter. Suggest you go to wizardacademypress.com, find the DVD called "The Most Common Mistakes in Advertising" and watch it at least several times. You'll thank me for the suggestion.) 4) someone who has a compelling story and is willing to entrust you with its uncovery and telling, one installment at a time; 5) someone who impresses YOU to such an extent that you are unwilling to pull your punches or cut corners; rather, you are committed to investing as much time and effort as it takes to get his message and schedule right, and who, in turn, respects your time and talent and is prepared to compensate you fairly for your investment of same in his behalf; 6) someone who isn't likely to be moved by petty criticisms, peer pressure, or the snipes of your competitors, but who will remain committed to the course come hell or high water; 7) someone who can accept occasional setbacks as part of the learning process, and who is willing to move past them. Great advertising is more of a process than an act. It involves testing messages (not your radio station!) and refining them as time goes on. Beware the prospect who is easily distracted by novelty or who will leave you for someone willing to give him a lower price.

All businesses are good prospects if the commercial message is right. As radio experts, it's our job to make sure we know exactly what the client expects to happen and then tell our listeners to do just that. Also, we need to make sure the commercial is not full of fluff but instead has a good memorable message with a strong offer.
The message must be very specific if the client is going to get measurable results and we are going to get the renewal.

Dear all,

First, I think you should find THE DIAMOND - an advertiser with a good story.
It will happen that he will not know what a good story is - help him, I'm sure everyone has a good story to tell. But it sometimes happens that people don't see their value (or their products or services value) anymore because they've been in the business a long time or they lost the spark. Help them find it.

Once you have the story, one that people can find themselves in - then you are on the perfect road to an effective advertising campaign no matter what business category or what radio station.

Then tell him to be patient - he needs to be in it for a long run if he wants results to be there a long time.
With his radio advertising he needs to be there for the listener even before he is looking for what your advertisers is offering. If what he is telling the listeners resonates with them then when they are ready to buy he will be TOP on their list! This is the only goal - top of mind awareness!

Roy H. Williams says: "Give him a WHY (Why me?) then wait for the WHEN!"
What does this mean? Answer the question WHY CHOOSE ME? (exactly the one that the listener is quietly asking in his mind & heart) and you wait (talk to the listener long enough and meaningful enough) for WHEN (when he decides s/he needs what you offer) - then your advertising will work. Nomatter from what business category or what radio station.

Sending you all a big radio hug.
Radio is beautiful!

Yours,

Lenja F. Papp

Small, locally owned businesses are great prospects since no one is really clamoring to help them grow their biz. Become an indespensible resource. Most advertising people look for the low hanging fruit.