Category: Sales

Bringing Creativity and Heightened Localism to the Radio Sales Department — with a Biographer

| April 15, 2014

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
RadioInfo
Special Features Correspondent

mckayjeffNEW 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.”

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It’s Pop-Up Time!

| November 18, 2013

By Al Herskovitz
H&H Communications
President

 

herskovitzwriterBRADENTON, 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.

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Radio Sales Lead: ObamaCare

| September 25, 2013

By Holland Cooke

Radio Consultant

cookewriterBLOCK 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.

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An Opportunity for Radio’s Interactive Sellers

| September 23, 2013

A social media arrow in your quiver would help open doors to more potential interactive clients 

By Chris Miller
Chris Miller Digital
Owner

SHAKER HEIGHTS — Good radio salespeople I’ve worked with pride themselves on being smart, helpful marketers, not just spot-schleppers.

So here’s an opportunity for our interactive sellers.  We offer some great digital marketing tools to our clients, such as hyper-targeted streaming spots, eye-catching interactive ads on our sites, insertions in database emails, and sponsorships of texting programs.  But what about the hottest digital marketing tool today, social media?

This is where I need to play the sound effect of crickets chirping.

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Why Some of Radio’s Best Advertisers Are the Most Difficult to Find for Consumers – and How to Fix It.

| September 16, 2013

By Chris Pendl
Bonneville Seattle
Creative Director

pendlchriswriterSEATTLE – 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.

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The Twinkies Conundrum

| August 7, 2013

By Al Herskovitz
H&H Communications
CEO/President

herskovitzbwtwinkiesBRADENTON – A couple of months  ago the company that made the popular snack item, Twinkies, facing bankruptcy, sold off.  It caused, and still is causing, quite a public fuss because the availability of Twinkies in your neighborhood market was in mortal danger. For some mystical reason the disappearance of this item became comparable to the extinction of the snowy owl.

Well, sometimes you need to face reality  that, despite all of your serious efforts, you just can’t save the snowy owl or the Twinkie in its original, popular form as a matter of fact.  Clearly you have to find something else to replace it.  Some enterprising, alert sales rep did just that by calling on a company that makes  a somewhat similar product – Tastykake.  Tastykakes are not Twinkies, but close enough. Now I’m hearing Tastykake commercials all over the dial, and I’m seeing their special displays in my market.

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Auction an Alternative to Unsold Inventory

| July 23, 2013

Mike Kinosian
Managing Editor
RadioInfo

kinosianLOS ANGELES — Airline executives are adamant that all seats on all flights are sold, albeit by fluctuating fares.

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.

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Finding Radio Advertising Solutions

| July 17, 2013

Mike Kinosian
Managing Editor
RadioInfo

LOS ANGELESUse the word “creative” in a radio context and the first thing generally summoned up is a programmer spinning a different take on a music format, or as an application to that extremely rare, exceptional on-air personality who is capable of generating substantial buzz.

Infrequently though is it linked in a word-association game to commercials, which is not only distressing, but highly unfortunate since creative commercial content can be a strong attribute.

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Audio Product Placement

| May 13, 2013

By Al Herskovitz
H&H Communications
President

herskovitzbwBRADENTON, FL — A current, long-running, hit TV show, “The Big Bang Theory,”  is going bonkers over a very old concept called product placement.  This is where advertisers pay to have their product either placed into visible positions or mentioned within the context of the show. In a couple of recent “Big Bang” episodes there were references to Target Stores, Eskimo Pie, the Chevy Cavalier, Quiznos Subs and Chanel perfume. They easily could have said super stores, ice cream, car, submarine sandwich, and just plain perfume, and the jokes would have been just as funny.

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