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Issue 57 - Janaury 28, 2009
 

Online Workshops

 

 

 

  

 

 

 

Onsite Workshops

 

 

 

 

 

 

Trusted Suppliers

 

       

 

 

 

 

 

 

 

Recommended

Reading

  

 

 

 

Industry Links

  

  

 

   

 

   

 

    

   

 

 

 

 

  

No. We Can’t Do That.

 

Yesterday I did a workshop for a great big company in a great big city - with a group of managers and sellers that the world admires. I've worked for them before  and consider it an honor to be invited back. Understand that these guys have been Heap Big Stations for a couple decades. Now, like many of their major market brothers and sisters, find themselves in the toughest situation that most of us have seen in a lifetime.


So come with me mentally to that workshop. We're going around the room doing "What If's." I propose a question to the group, "What if one of your largest clients says, 'I want double the spots for half-the money,' or "I want double the spots for the same money." You know the answer. Going around the room we heard (basically) the same answer. "We can't do that." "No" was the correct answer in 2007, but not 2009. It's the answer we always heard from managers, however, this is just a stab in the dark, but I don't think we need another cancellation and more unsold inventory.


The first goal is to KEEP THEM ON THE AIR SPENDING MONEY, so my answer is to say things like:

  • Oh? (Followed by an incrediably long pause)
  • THAT might be tough, but let's talk. Let's see what we CAN do.
  • What brought you to this point?
  • What are you trying to accomplish?
  • Do you really want more spots - or - are you trying to sell more stuff?
  • How's your other advertising going? What's working for you?
  • How're your current spots and ads working?
  • Let's talk and see what we can work out.
  • If I can't give all that much on spots/cost, what else could we do for you that would help get the job done.
  • DON'T SLAM DOWN THE DOOR.

This is a simple negotiation. Your customers do this with all of their suppliers every day. You haven't CAVED, you haven't done anything BAD. You've kept the door open to keep the money coming. That's the big job. THIS IS WHY WE'RE STARTING OUR FIRST NEGOTIATION WORKSHOPS. Much, much more on this coming.

Never Give Them a Promotion?

 

This is from our good friend Robert Hughes, Co-Owner at KPRI in San Diego. This guy is Gooood! Read on.

 

"What if they all want a promotion?" I say give them one.  Or rather - sell them one. When we hear "promotion..." we have the following Pavlovian response: ".... It has to be free." NO OTHER INDUSTRY THINKS THIS WAY!

 

In every other industry, "promotion" is one of the tools in the "marketing mix." It is used in a specific way to accomplish very specific and measurable goals. A promotion is not a lame idea involving the station, a client location, the station tent, a gaggle of bored interns listening to the radio, while the stack of bumper stickers is studiously ignored by the meager, disinterested crowd. We know this stuff doesn't work - why do we continue to do it? "Because they want a promotion" is not a god enough answer - for us or our client.

 

The most popular forms of promotion: Price or discounts including bonus quantities at the regular price, coupons, contests & prizes, refunds, rebates, frequent user or loyalty rewards, point of sale displays etc. The goal is to give the customer a specific reason to MOVE FORWARD. PRO-MOTION!

 

None of these ideas needs to involve the station. Assuming the existence of a great idea, the key client question is: "What do you plan to do to make sure people find out about your great promotion?" The obvious answer is: ADVERTISE IT. A good promotion will usually make for a really good :60 spot, with a clear and compelling offer, a call to action, and a time specific deadline.

 

You could actually make a case that a well-constructed client promotion is STRONGER if we "leave the station out of it." Because now, it can be ADVERTISED in other media, including other stations!

 

Having this kind of capability for clients is a great way to promote BUYING ADVERTISING on our station.

 

In our business, we are frequently asked to come up with promotions - but no one can tell us what the goals are or how the effectiveness will be measured. This is a sure sign that we are not being asked for a promotion - we are being asked for a discount; which - after all - is a form of promotion. In which case - the very best "promotion" would be to create a "Frequent advertiser" rewards program.

Let’s Get Charles Darwin into Radio

  

Tony Richards of Federated sends this note:


Darwin Charles Darwin wrote On the Origins of Species 150 years ago. One of his more famous quotes was: "It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is most adaptable to change." It is a good reminder to all of us that during the business climate of 2009 we must be willing and able to change.

 

Can I have an "A-men?"

Tomorrow's Webinar - Thursday, Jan 29th

  

Selling in a Tough Economy FOR MANAGERS AND SENIOR SELLERS.

 

Vets have a separate set of problems e.g., bigger accounts, bigger billing, accounts with multiple decision makers. With the decline in the amount of agency business, one of the obvious trends in the new economy is the need to prospect for new clients - indeed, entire new categories. Most vets have less recent experience in those areas.

 

We offer simple and effective ways to renew these skills and look at it as a great opportunity. Join us Thursday, Jan 29th or Monday, Feb 2nd at 3:30pm ET. Only $99 an email address.

 

Click Here for Details & Registration 
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