Radio Ink Magazine April 11, 2022

I recently had a conversation in which, as often happens, the subject of radio and the automotive dash was raised. With a note of frustration, the point being made was that most discussions about the dash begin with radio but wind up examining the competition. “Radio’s presence, in the most literal sense, on the dash has evolved over the years. And with that are opportunities to position it as well as sell some of the bells and whistles that are part of its presentation on the dash.” That was followed by another, unrelated conversation — although still sales-related. As my friend opined, for all the buzz surrounding the foray into digital, what continues to be missing in most discussions is how this monumental shift has impacted the operational teams. As digital…

The goal of branding is to build a relationship with future customers. When a relationship has finally been established, you become who these people think of immediately — and feel the best about — when they, or any of their friends, need what you sell. Direct marketers often disdain mass media because it doesn’t allow them to “target and track” their prey. But these same direct marketers will give heavy bags of money to online influencers. It never occurs to them that every person listening to the radio or watching TV is an influencer of approximately 250 people. These 250 people are their realm of association. They are the people who listen to them when they speak. They are mostly friends and co-workers, but some of them are family. You have people…

As podcasting grows, companies are turning more to leveraging branded podcasts for a better return on their advertising dollars. It makes sense. The authenticity people are craving comes through loud and clear in a podcast. They’re also the perfect complement to a marketing strategy, due to their efficiency in creating ongoing content. That content can be repurposed and used in other mediums, including a radio ad campaign. Have you avoided integrating podcast production into your revenue plans because your sellers aren’t comfortable talking through the benefits and overcoming potential objections? Problem solved. Objection 1: “Podcasts are global, my business is local.” Podcasts reach a global audience, but never underestimate the power of building loyalty locally. There are several ways a business can benefit from a podcast, even if the majority of their clientele…

How do salespeople find the right balance between selling digital and their bread and butter, over-the-air spots? The question isn’t about balance between products. The question is, how do salespeople educate themselves before a customer needs analysis so they are asking better questions? Salespeople must be able to get detailed information from the advertiser to understand their business goals and KPIs. Understanding what the advertiser needs to accomplish and how the effectiveness of the campaign will be evaluated will determine the media strategy and solutions. Gone are the days of radio salespeople just selling over-the-air spots. If you are not adjusting to the total marketing strategy approach, you will become irrelevant very shortly. Radio will always be fundamental in the branding, frequency, and relationship media. However, tied with a strategic digital campaign, the…

The discussion on how to raise rates starts with an agreement that demand drives rate. What contributes to demand, and where do we have influence or control? Seven Areas Where Demand Impacts Rate 1. Market. The size of the local economy and its trend line, the available pool of prospects, market size tied to the media-planning goals of agencies, and the population profile all affect demand. You may not control these macro factors, but you can manage the narrative. Leverage any positive content in your sales marketing to boost the demand story. 2. Seasonality. Demand fluctuates across the year, and so should rate forecast by month. The starting rate on a demand curve in January will look vastly different for the same inventory unit in May or December. Raising rates should start at…

While things have certainly changed over the last couple of years when it comes to sales, some things are still the same. The need for salespeople to exceed their budgets and be highly productive is as relevant today as it has ever been. In this article I will share three tactics that top sellers are using to increase productivity, drive revenue performance, and win each day. Three tactics that top salespeople are embracing and making part of their daily routines: 1. The use of video meetings like Teams or Zoom. Video is here to stay. Yes, it’s true that when everyone was working nearly 100% remotely this was done as a necessity, and yes, it is also true that a little video fatigue did occur. However, knowing when and how to effectively…