By Holland Cooke
BLOCK ISLAND, RI — This past month, I presented at two state broadcasters’ association conventions: Illinois and Iowa. My topics: “The Six Most-Dreaded Words in Sales: ‘Radio Doesn’t Work,’” specific techniques for creating commercial copy that produces better results; “How Millennials Use Media”; and “Quick, Actionable Sales Ideas to Make Money Selling Digital.”
Here are the common threads from all three sessions…
Recent years’ radio revenue data has many shrugging that “flat is the new up.” Less so in small and medium markets, where local direct retail comprises more of radio’s income than in big markets where transactional business is the ball game. And in every market, digital is the shiny object sucking dollars away from legacy media. Especially ours. Ask car stores: Detroit is telling them to move radio money online.
BRADENTON, Fla. — Did you ever try to wash a lion? Don’t. He does not like it. But trying to wash him makes for a great sales promotion if your advertisers are a local animal farm and a shopping center. Just don’t do it at the farm. Transport the beast to the mall (in a cage, of course!) Then be sure one of your program hosts is there with a mop, a brush and a bucket of water.
Creative sales promotions are tools that all sales persons should have in their arsenal. They can induce new ad schedules, lengthen regular ones and make for long-term, good customer relations. And they can aid in listener growth as well.
By Holland Cooke
BLOCK ISLAND, RI — Before all the firings radio has suffered since, it might’ve seemed overstated when – four years ago — I wrote here: “tough decisions are being made, in meetings you’re not invited to. Possibly in meetings your boss is not invited to.”
My column then declared that, “if you’re in radio, you’re in sales;” and offered tips for improving the endorsement spots that only local personalities can deliver, and other ways to become a more conspicuous contributor to your station’s revenue. ICYMI: http://www.radio-info.com/2012/11/02/now-that-youre-in-sales/
Cutbacks since then – and, likely, still to come – only underline the need for on-air talent to be as sales-supportive as possible, if not actually carrying a list. To that end, this guidance about writing effective commercial copy, a task talent is often better-at than station reps, whose time is better spent pounding the pavement.
Wordsmith Rix Quinn delivers a unique mix of creative writing and a down-home vocal presentation to any station’s local marketing arsenal
By Jeff McKay
Special Features Correspondent
NEW YORK – Budget cutbacks are not only limiting the resources of radio programming departments – they are squeezing station sales and creative marketing efforts as well. Concept development and simple copywriting take personnel and time – something in short supply these days on the radio front. Add the potential of literally limitless internet real estate to the mix of radio’s marketing possibilities and the frustration of having limited man/woman-power only grows.
In a recent report on the top-billing radio stations for 2013, BIA/Kelsey wrote of Washington, DC’s all-news WTOP-FM (103.5) that the top-billing radio station in the United States “WTOP is morphing into a digital media company by providing access to its audience in many different ways beyond over-the-air.” Mark Fratrik, senior vice president and chief economist for BIA/Kelsey concludes, “Its approach is serving them well and its model demonstrates that as the industry continues to adopt a multi-platform approach, it will engage audiences and sustain growth.”
By Al Herskovitz
BRADENTON, FL — There is a remarkable, growing retail phenomenon occurring around the country this time of year that is directly attributable to the current national economic downturn. And it is a unique opportunity for sales reps.
These are retail outlets that suddenly appear in vacant spots in shopping centers and malls and stay just for the holiday season and then close. The phenomenon even has gotten a name. They are called “Pop-Ups.”
As you probably have noticed in your very own community, there are numerous barren locations which give the centers a certain forlorn appearance. Therefore, shopping center operators are delighted to have them filled even though the leases are short-term. They provide a more festive and better look and at least generate some income. They also are a lure for shoppers to frequent the regular space occupiers as well.
By Holland Cooke
BLOCK ISLAND, RI – While conservative radio talkers cheered on Ted Cruz’ Senate marathon, and other repeal-ObamaCare efforts, there’s a different conversation underway in the station manager’s office. Some 500 broadcasters recently sold out a Radio Advertising Bureau webinar on harvesting Affordable Care Act-related advertising.
I just watched the (archived) webinar, and I HIGHLY RECOMMEND it. Here’s the link, and it’ll be $49 well-invested: http://www.rab.com/webcasts/wod.cfm
Veteran broadcaster Dave Burke spent the last year immersed in studying ObamaCare’s impact on various stakeholders, and draws a road map to what shapes up as a major, long-term advertising revenue stream.
Why Some of Radio’s Best Advertisers Are the Most Difficult to Find for Consumers – and How to Fix It.
By Chris Pendl
SEATTLE – One of the things that make radio an effective advertising tool is that it’s often the last message a consumer hears before making a purchase. This point-of-sale proximity drives results for advertisers and keeps radio as part of their marketing mix. With smartphone ownership now 56 percent among American adults, searching on smartphones is increasingly becoming a part of the consumer’s journey before making a purchase. A recent local search study, revealed there’s an 87 percent increase in local searches via mobile apps. It is in this mobile space where some of radio’s best advertisers, local and regional businesses, have poor visibility and are often non-existent.
Local search is a bit different than searching on your computer. Without going into the super-technical details (you can read more at the MOZ blog), know that even when a local business shows up on a desktop search – there’s no guarantee the same will happen on a mobile phone.
Let’s dive into some real-world examples.
Likewise, hotel owner/operators strive for as few vacancies as possible.
The same sentiment obviously applies in radio, as managers cringe at the notion of any unsold inventory.