Radio Sales Café

Hi Folks,

 

Just wondering if any of you know how I can take a high quality audio file and convert it to a lower quality one so that clients can receive spec ads and not use them if they chose to go with another station.  I know how to do it when burning a CD but not for simply converting the files.

 

Thanks!
Shannon

I hope this doesn't make me sound naive, but why make a "poor quality" spec, when you are trying to sell a client on your great creative?  Rather, why not send or deliver the spec with a written line, "This commercial is prepared for airing on (Your Station's Call Letters), and is not authorized to air on other stations, without our written consent."  It sends the message that your creative is part of your total service WHEN the client advertises with YOU.  Any client who would run your creative elsewhere, after being "put politely on notice," would be a dirtbag.   If it happened to me, I would call the competing station and insist they pull the spot immediately (I'd even show the disclaimer the client received.)  In short, make the whole experience a hassle for the other parties.  If you don't cover this in advance, then the client will say it was just "an innocent mistake."  ~Bob

Shannon:

 

Echoing Bob's advice above, I'd say always go with the highest quality you're able to provide.  Give your prospect your very best from the start.  Most businesspeople I know would respect the time, effort, and talent invested in putting it together - and would look favorably upon the individual who provided it. 

 

That said, to discourage a less-than-honorable prospect from taking your idea and running it elsewhere, simply include an audio preface to the commercial and a written statement on the CD label to the effect that you're providing this commercial (script, audio): "for demonstration purposes only. Broadcast in whole or in part is prohibited without written authorization from (writer/producer/station)."  The idea is to stake your intellectual property claim from the get-go; state it plainly, obtain the client's assent, and you're protected.  These days, no business wants to risk unnecessary litigation.

 

Anytime I've had an idea that I knew to be valuable to my prospect or any of his competitors, I've secured an agreement beforehand that he will not use the idea except with me.  Typically it's a verbal agreement - a handshake deal.  In 38 years, I can think of only one case where someone did take my idea and run it on another station without buying me  It was many, many years ago - and provided the basis for the advice I've just given you.

 

Go get 'em!

I take the HIGH road. When the competing station runs your creative, send them a bill for your production services. If they balk to pay it: 'copyright violation' for $100,000.00. That'll put a stop to the practice.

Shannon,

 

I understand your concern, but give your clients the best quality spec you can.  You want to show them your best!  What I do when making a demo CD or sending an MP3 via email is attached a recorded intro similar to Robert Lewin's.  They hear that first, then the ad.

I echo the call for a disclaimer up-front on the MP3/CD.  But do not limit it to broadcast of the spot.  I had a spec show up on a company's answering machine.  They didn't but a schedule, but liked the spot enough to use it.

@Neil, that's a classic story!  The nerve to stiff you, but use your spot as their "on hold" announcement or "greeting" on their voice-mail.  I would have sent them a production invoice, and when they go ballastic, I would say, "Oh!  You thought you could NOT do business with us, but use our creative on your phone?  Explain to me the ethics behind your move."

 

As a side note... this all stems from our top biller leaving our station and taking our account lists with them.  We are a teeny community so I'm just trying to protect our hard work.  But you guys are right, as usual. 

Should contact the lawyer. That amounts to theft of proprietary, trade information.

What William said.  What that guy did is theft, plain and simple.

In our case we supply an updated account list to all our salespeople.  When a salesperson is driving along and sees a [new] business they can check the list to see if someone is already calling on that business.  If someone leaves and keeps the list―so what? 

 

As far as spec spots, make it good, because no matter the audio quality, an advertiser can always plagiarize the concept.  Honestly, I don’t remember that ever occurring in-market. . . .if it does occur, it is rare.