Posts tagged as:

advertisers

Your AE Has No BALLS!

by Justin Kaiser - Broadcast Mastery

Loren writes…

“I get an email this morning from an AE who asked that we change his clients spot from being one mention of the phone number and two mentions of the website….to two of the phone and one of the website. The phone number is completely random and has NOTHING to do with the business or product, however the website is simple and succinct. Question: Why didn’t he suggest, as someone who obviously wants his client to do well, that they keep it the way it is since phone number retention is so much lower than website?”

Simple…. your AE has no balls.

They sell by fear, hoping once the spot is cut to NEVER to have to call the client for fear of them canceling.
They scrape what ever small portion of the budget they can get, and try and protect that by never having to tell the client no for, again, fear of them canceling. No thought goes into what’s best for the client at this stage. It is simply fear selling. Then what happens is the client WILL cancel eventually saying that “radio doesn’t work for my business” and they will never be back again.

Don’t believe me? Eventually, having no balls, means having no client.

{ 0 comments }

Tough Times???

February 6, 2009

Just got this from Albert from our producers bank…
One thing I am noticing is that there is a lot of talk – but not a lot of action. Many clients are delaying a week – a month because they are not certain. I have to follow up much more than in the past. Which effectively [...]

Read the full article →

Paying the Bill – Finding Sponsors

April 3, 2008

If you are creating a show to promote yourself, you may not be concerned with attracting sponsorship – but most shows are at least open to the idea of having paid advertisers on their program.

I get asked all the time, how do you find a sponsor?
I’ve been blessed. We aren’t always sold out but we [...]

Read the full article →

Too Much Information – Death of A Sales Message

January 7, 2008

Too Much Information -or- Death Of A Sales message
Sally Salesrep slides in to the sales pit and Susie Salesrep (no relation) politely asks how her weekend went. Fifteen minutes later, during the retelling of the Great Bunion Attack, Susie is regretting she rolled out of bed that morning.
You know the problem – T-M-I … [...]

Read the full article →

Added Value – Interesting Commentary from the NAB

September 9, 2007

I never thought I’d see this from the NAB.   There are still people that do care about producing and writing commercials that work for our clients. Some clusters have just given up. Some just get “it” on.  Radio is hurting right now… economy, war, wall street, bad moon rising over scorpio, whatever. 
I care….  I get paid to care [...]

Read the full article →

Strategic Info for the Indies

September 9, 2007

I saw this article and thought I’d pass it along…
Justin Kaiser
Creative Identity Group
“Old Media” Resilient, Survey Finds
 How do different generations use media? That was the question of a study released last week by Deloitte & Touche’s Technology, Media and Telecommunications practice. Drawn from a Harrison Group survey of 2,200 consumers 13 to 75 years old, the [...]

Read the full article →

Creative 2.0 – A Different Perspective

August 26, 2007

We’re thinking differently radio, creative, and podcasting. We see it with a different perspective. No, we’re not just programmers or consultants. We’re perception specialists who are partnering with visionary programmers and industry leaders.
We know what advertisers need, and we know what consumers desire. We’re ready to introduce a new model of [...]

Read the full article →

Paying the Bill – Finding Sponsors

July 30, 2007

If you are creating a show to promote yourself, you may not be concerned with attracting sponsorship – but most shows are at least open to the idea of having paid advertisers on their program.
I get asked all the time, how do you find a sponsor?
I’ve been blessed. We aren’t always sold out but we [...]

Read the full article →

Promotions – Daily Promotions

January 14, 2007

Spice up Your Spouse
Invite listeners to write or fax your station in 50 words or less why their spouse needs a makeover. Winners could receive things like a pedicure, manicure, hair cut and style, new glasses or contacts and new clothes. Read some of the most creative letters on the air.
Charity Auctions
If your station receives [...]

Read the full article →

Remotes and Personal Appearances – Part 2

January 14, 2007

Remotes and personal appearances can be an effective profit center and an excellent promotional tool for your radio station and your air personalities, or they can become the single biggest tune out that a radio station can ever experience. Unfortunately, most stations in the remote business make all the classic mistakes and end up in [...]

Read the full article →