Happy Friday, everyone!
Here is this week's poll question:
What is the best client testimonial you've ever gotten? How did you make use of it?
Looking forward to reading your replies!
The best testimonial I had was never written. It was a testimony of trust, which is paramount with clients. Years ago, I worked for an MOR station that had a huge emphasis on news. News and other sponsorships were sold out for YEARS. I had been working a commercial realtor for over a year to no avail. I emphasized our news & information segments as ideal for his target audience. One day, we had a business report sponsorship open. It was only 3 reports a week, every other week. But for imaging, it was ideal for him. He hemmed and hawed, said he liked it, but needed to think some more. I told him this had been sold for YEARS and there were 10 other sellers peddling it as we spoke. He said he'd call me in the afternoon. At 1:30, one of my co-workers sold it. At 2:30, he called me. I told him it was gone. He said he really wanted it but, since he had never used radio before, he hesitated. Now this is where the testimonial comes in. He told me that the next time something like that opens up, put him in and THEN call him so that he doesn't lose it. (Imagine doing THAT now without a signature) A few months later, a Tuesday/Thursday EVERY week sponsorship became available. It was actually more money. And he retained that sponsorship long after I had left that station. AND, we remain friends to this day, even though I am 4 markets removed from this story.
Our local Ford/Lincoln dealer on his own, decided to do an informal radio dial survey of every vehicle that was brought in for service, trade or appraisal. After the survey ran for a couple of months, he provided us with a testimonial with the survey results. We now use it in our sales presentations.
Run client testimonials on-air. This is especially effective when looking to fill unsold inventory. And, it's a cheap commercial for the client. Put several in rotation on a preemptive ROS schedule, Mon - Sun, 5a - 5a.
Something else to consider (should you have the technology) is to record the testimonial on video and play it on your web site. Maybe have some type of display ad that says "Advertising on XXXX works. See what our clients are saying". Those interested click and can see the video testimonial for themselves. Or, use it as a :15 video pre-roll before streaming can occur.
After giving a musical branding presentation to a radio group, I was followed by the SR VP of the Radio Advertising Bureau (RAB) who who called my work: "Some of the best creative I have ever heard". I later asked her if I could quote her and it is now on the front page of my website: www.soundad.com
Last year we launched our little radio station in Sioux Falls, SD.
We have 16 very good competitors here (two big companies, one with 7 and one with 8, plus one Christian broadcaster)
We fired up the FM on Sept 1st.... last November we did a campaign for a local Spa
She was SO HAPPY with the result, she recorded a testimonial with us http://www.mysunnyradio.com/SunnyRadio-60-SunnySuccess-RoyalTable.mp3
Here's the FUNNY part.... this year, she decided to see what would happen with NO radio. We took our idea to another Spa and THEY had the best year ever. I just couldn't believe that the 1st place wouldn't do this every year for the rest of their life.... but... Sometimes you have to let them touch the fire to see if it is hot!
It's hard to pigeonhole a single testimonial as "the best" - frankly, any and every testimonial from a client is deeply appreciated.
That said, the best use I've ever made of client testimonials was in the production of a station presentation tape, which included excerpts from interviews with a half-dozen or so successful station clients. We put this together in conjunction with RAB's "Radio Gets Results" campaign. Sound bytes from the longer interviews were also used in a series of :60-second promotional announcements which ran heavily on our stations.
Our sales department distributed these tapes widely to local and regional prospects and advertising agencies over the space of a couple years. They were instrumental in opening many new advertising relationships.
Well-done, John!
The best I ever had was from a major agency rep who was very complimentary of the results are little, non-rated stations got her.
I put it at the bottom of my signature block.
We just received one of the best testimonials in my career and it couldn't have come at a better time. One of our major accounts had just told us they were giving half their 2012 budget to a competing media. Of course, the sales rep was just crushed. We did a remote at this clients store a couple of days later and one of our other clients walked in to the store and proceeded to tell the store manager how she had heard they were having a remote, practically recited the promo to him and then continued to tell him that she only advertises with us because we're the station that makes their phones ring. And to top it off she told him when "those other companies" call her she just says "No Thanks! " Totally spontaneous!
