By now it is becoming abundantly clear, digital display advertising is fraught with fraud and deception. The early promise that digital marketing would bring unprecedented accountability to advertising has evaporated into thin air. Where can you turn for advertising accountability?
Proctor and Gamble, the worlds largest advertiser recently announced that they were cutting back on their digital advertising budget over concerns about click fraud, non-human interaction and ad placement on websites with objectionable content. At the same time, they announced a return to Radio advertising. And for good reason, Radio is the Original Social Medium.
In the fast paced world we live in, do you ever hear someone say, “That’s not how we used to do it”? Perhaps you find yourself saying the same thing when faced with a change to your familiar routine. Well, I’m glad that’s not how we used to do it!
Spike SanteeI’m Glad That’s Not How We Used to Do It!
Questions about the viability of terrestrial radio abound. People ask me all the time what impact satellite or Internet radio has on our business. I have to respond by saying, not much. First of all, AM and FM radio listenership is at record levels. There are more people listening to AM and FM radio than at any other time in history. There are nine times more people listening to terrestrial radio than listen to satellite radio. Internet radio listening is a mere fraction of terrestrial radio. There are over 15,000 full-power commercial radio stations on the air in the United States and more being built all the time.
My Radio was due for an oil change the other day so I took it into the dealership for some service. While I was waiting on the service department to work on my Radio, I walked through the showroom looking at all of the beautiful new Radios. There is nothing quite like the feeling you get when you sit behind the wheel of a brand new Radio for the very first time. It’s so clean and shiny. The leather is soft to the touch. And the smell of a new Radio gets to me every time.
Recently, an experienced Radio manager was describing the relationships between the stations within his cluster by using terms like “the big dog” and “a little pea shooter”. At first, it didn’t seem like a big concern because we all tend to use words to describe the stations that make up our local cluster. But as he continued his description of his cluster, it soon became apparent that terms like “the big station” and “the small station” could mean many things to different people. It also became apparent that this line of thinking could actually be harmful to your ability to effectively sell all of the stations within your cluster.
The annual contract is the coveted achievement for the advertising sales person. Getting an annual contract from a customer signifies to some extent that the advertising sales person and the advertiser have reached a meeting of the minds on one of the most basic fundamentals of effective advertising, having a consistent plan and sticking with it for the long term.
Spike SanteeTo Sell Long Term, Don’t Use Short Term Data
Selling Radio advertising can be a rewarding career both professionally and financially because you are helping build the American dream. Your customers are business owners who are pursuing their dream of building a business that will grow and prosper. As a Radio advertising sales person you can help them achieve those dreams by helping them find new customers and keep their advertising costs down.
Package selling has been a staple of the Radio advertising business for many years. Package selling can facilitate the selling process and put money on the books quickly because packages are easier for the advertiser and the sales person to understand than trying to build a proposal from scratch.
Selling with spec creative is by far the most effective way to build a successful career in Radio advertising sales. This article will help you learn how to overcome the most common stumbling blocks to selling with spec creative. When you’re done reading you will know how to easily sell using spec creative on every single sales call.
Spike SanteeSelling With Spec Creative on Every Call