4-7-14
By Carla Rea
When it comes to increasing radio advertising dollars, the password is: Digital. Sales Managers, AEs, and Promotions Managers must start utilizing digital advertising, marketing, and promotion more. Understandably, a lot of focus at the NAB Convention this year has been on money to be made in digital sales, and the money our industry is not making due to the fear of digital sales.
In "Radio's Four Significant Issues" session, Marketron Chief Revenue Officer Deborah Esayian spoke very humorously about targeting your demo through social media, and digital marketing. "I go to Pita Pit all the time and order a prime rib salad, yet they send me online coupons for chicken pitas. If you gave me a coupon for beef, I'd buy -- I never order chicken!" The point is you can know your audience very well in this day and age, so sell them what they want.
Esayian also spoke about selling all of the elements that you've put the time into for your client, and charging them for that -- including production. She curses the first person who ever said "production is included." She emphasizes being "talent friendly" and getting to know your on-air talent's strengths. Don't be afraid to put your jocks live endorsements, promotional spots, etc., on Facebook, in video form -- another element that shouldn't just be given away.
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