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S'no Business like Snow Business
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You've been hit by snow after snow and they say there's more coming. The government offices and schools shut down - and everybody goes into Excuse to Snooze Mode. Aha! Opportunity!!
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Call or e-mail your very best clients with the question, Are you working today? Are you in the office?
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From those who say yes, pick the ones who can provide most billing for the next month or two; ask if you can stop by.
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Take them a Snow Day Survival Kit. For example, you could bring a "kit" consisting of Starbucks, Hot Chocolate or Hershey's Instant Chocolate, Campbell's Microwave Chicken Soup, Cookies, Hall's Mentho-Lyptus, Kleenex, ChapStick and hand wipes.
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Bring a camera and have someone take pictures of you and the clients enjoying all this. Bring something with your station logo. Have the good photos printed and framed.
Caption it with We're the Station That's Always There When You Really Need Us. Then try your very, very best to insure they place it in a prominent position for everyone else to see.
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Snow Business Means No Business?
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Once upon a time I got a great GM job replacing a guy who thought he couldn't be replaced. How was he shot out of the saddle? He reported to the home office; because of the snow, businesses have stopped advertising, so the station will miss January and probably February.
The reality of The New Economy is that home offices will no longer tolerate MORE bad news. The survivors will be those who make lemonade out of every lemon handed to us. We need to find a way to make the rough months.
The bad weather presents yet another opportunity. Think it out: our advertisers still have to pay salaries, rent, phone, electric, insurance and watch inventory gather dust. It's February - and chances are you have eons of unsold avails. Now's a sensational time to propose wide-rotation, Ultra-High Frequency ROS schedules to retailers who wouldn't ordinarily buy right now.
And, to boot, when the weather's bad - cumes are enormous. People are at home right? Get to them with Web interactivity. There's a station in the Northeast asking listeners to send in snow pictures - then the jocks talk about them on the air - with the listeners who sent them. From those they create a gallery of local snow pictures. Sell the gallery.
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We Can Learn From Losers
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There are only a few betting on an Arizona Cardinal victory in this Sunday's Super Bowl XXLM&MVCR. That is anybody from this planet. The experts have called for the Arizona Cardinals to lose EVERY post-season game. And why not? Founded in 1898, they've only been in one post-season playoff game. (Franchise record 466 wins, 672 losses and 39 ties- NFL.com. Here in Arizona, while we know that they have a chance, most are secretly praying that it's just not a blowout.)
The players love this. They're living on it. Just before the NFL Championship game, Philadelphia Eagles QB Donovan McNabb told the press, that after wining their division championship, the hard part was over and they would breeze by the Cardinals, so they should start planning on the Super Bowl. Nobody told the Cardinals.
Some Lessons.
The Cardinals players comment that they never think about the championship or the super bowl, but just the next game.
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Don't think about the economy or the recession - just concentrate on the next sales call.
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Don't think about cancellations, the times you did it wrong or the order you didn't get. Do like the receivers do, picture the ball landing right in their hands every time; or like the kickers seeing the ball go perfectly through the goal posts.
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Fill you mind with the picture of success. Roll it around. Savor it.
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Another way to look at it, when attempting to go forward, don't use the rear view mirror for directions.
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Famous Last Words: You Can't Buy Around Us
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I heard a rep say those words last week. Do you know how silly that sounds in this economy? Look, there are so many impressions, avails and ad pages around right now - also very cheap ones - that nobody really NEEDS you. (The slogan could be true if you're the one bringing an idea to the client.) However, for those of you smokin' crack, living in the fantasy of You Can't Buy Around Us, take a lesson from Union General John Sedgwick, killed by a Confederate sniper May 8, 1864. His last words were, "They couldn't hit an elephant at this dist . . ."
Can I have an A-men?
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