Ebook for Radio Sales Reps

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16 Ways to Develop Long-Term Clients by improving the effecveness of their radio adversing. • help increase budgets from exisng clients • help clients build a base of new customers • build an arsenal of radio success tools By Mike McCurlie ©2015

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As a seasoned account manager you’ve probably figured out a couple of things by now: first it’s more profitable to go after ‘re- curring revenue’ from existing clients than try to find new clients. And you’ll only get that recurring revenue if radio is doing a really great job for your client. YOUR CLIENTS SHOULD KNOW YOU AS THE RADIO GURU 1

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As long as the campaign is making the cash register ring Mr. Advertiser is going to keep his commercials running But if the ads stop working well for one reason or another your client can pull out of radio and try the myriad of other media options available. And once he leaves radio it can be murder trying to win him back The other thing you probably know by now is that effective radio cam- paigns are the result of TWO things: the right airtime and compelling pro- duction. So often we see clients throwing money at airtime but with little thought to creative and production. If you have an unfocused unmemora- ble radio spot running in prime time it’s a waste of airtime dollars. If you have an incredibly captivating radio spot running at 3 AM it’s a waste of production dollars. You need amazing spots running on the best stations at the right times. With this combination of great airtime and great production your client will see measurable results from his radio campaign. Research says at this point he’ll allocate even more dollars to radio. It’s a win-win for you and your client. Let’s now take a look at the 16 things that will increase the effectiveness of your client’s radio campaign… 1. Airtime Assuming your average client is ‘local’ getting them on air during drive times is critical. Getting them on adjacencies is also good: news weather sports themed shows adjacent promos. 2

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2. Promos Corollary marketing ideas such as a spot on the station’s website a special-event remote adjacencies to special shows etc. Don’t be afraid to push the envelope. Do a little extra thinking and googling… check out their direct competition research advertisers in similar verticals get per- sonal by digging into their website and their competition’s 3. The Big Marketing Question According to Harvard Business Review this is called the Deb Oler question: “why should I buy from you instead of your competitor”. If your client doesn’t already know the answer don’t be surprised help them find it. And remember: this is advertising… it’s not about reality it’s about per- ception. 4. The Focused Message I learned this lesson back in the early 80’s writing radio spots for a small Toronto outfit called Pizza Pizza. After receiving the brief I came back next day with 10 scripts that in my opinion ‘covered all the bases’. Not one got approved. Why Because they ‘covered all the bases’. The owner Michael Overs said he only wanted to focus on one thing and only one thing: how to remember that damn phone number From then on the spots were all about 967 11 11. They grew from a few stores in the 80’s to a few thousand in the 90’s. 3

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Next time you’re working on a radio script avoid the temptation to put in the whole ‘grocery list’. Matter of fact do the opposite. See how many words you can cut out. Make the copy lean and mean. Make the whole spot about one thing only. 5. Ideas Clients love it when you bring them FRESH ideas Radio advertisers we spoke with agree that radio station sales reps never bring them any ‘fresh’ ideas. Yet there’s a great place to get ideas these days: Google. Or check out rmb.ca The Wizard Academy DanODay.com… lot’s of places to get great creative ideas out there We also suggest going in with more than one. You may have what you think is the perfect idea but if for whatever reason they disagree you’re scuppered. Best if you can go in with 2 or 3 ideas discuss them all and go with the one your client gravitates towards. 6. Creative Platform The creative approach is all important because it must ring true with the company culture. People make all their buying decisions based on emo- tion not logic. So radio spots need to have an underlying feeling: trust humour trendy ballsy etc. All things creative must revolve around the fundamental emotion of the message. 4

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7. Storytelling Tools People don’t like listening to facts and figures names and numbers. They like storytelling. So tell the company story. It’s a true story you just need to make it interesting. Use lots of verbs lots of emotions lots of imagin- ing. Avoid flowery adjectives long words and left-brain numbers. Stick to the story. 8. Jingles Over the years we’ve found on the radio the one thing peo- ple remember long after the commercial is over is the jin- gle That’s because setting words to music makes those words 5 times more memorable and they last 10 times longer 9. Memory Tools There are lots of other tools to make the brain remember the client’s brand: a unique voice out-of-the-box comedy or heavy drama… any- thing to tickle the emotions and surprise the brain 10. WIIFM This is everybody’s favourite radio station: WIIFM or What’s In It For Me That’s what people want to know when they hear your ad. Don’t tell them how great your company is tell them how your company can help them with their problem. Whenever possible try to speak from the lis- tener’s point-of-view. 5

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11. Authenticity Recent research says that folks are tired of the goofy fake old-fashioned radio commercials with plastic people delivering unrealistic lines. Radio lis- teners want to hear real people with real voices talking about real things. Stay clear of all things fake and pretentious keep it real. 12. Things to Avoid What is it with radio advertisers always wanting their phone number in there Research proved long ago people don’t remember phone numbers from radio ads… phone numbers addresses dates… 90 of folks visit a website before they call or visit anyway so don’t waste the airtime. 13. Cliches We suggest avoiding all the typical marketing clichés that don’t differenti- ate your client from the competition… things like: state-of-the-art action- able revolutionary innovative exclusive advanced groundbreaking and best-in-class. These phrases go in one ear and out the other besides their competitors are using all these words. 6

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14. Metrics Your clients need to know the money they’re investing in your station is working hard to bring in new customers. So help them find a way to meas- ure success. It could be through simple market research done at store level it could be through Google metrics as explained my blog hot key internal link it could be through a targeted promo… 15. Ask “Why” Suggest some simple research at store level. Have the staff ask why they shop there in particular and would they recommend it to friends. Ask where they heard of the store and if they remem- ber the radio spot. Ask them what the main ‘takeaway’ from the radio commercial was. 16. Your Thoughts Now that you’ve visited the client’s website and his store give your copy- writer your impression of the place. Offer ideas and observations based on your interaction with the owner and staff. Point out the reason you think people shop there instead of somewhere else. What makes them dif- ferent What’s their story That’s about it. Think about the two important elements of any successful radio campaign: the airtime and the production. Are there any improve- ments to either that could be made Remember: a radio advertiser with an effective campaign is a happy ra- dio advertiser. 7

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