Selling To The Audio-Impaired
Virtually every market has them. Those "ad agencies" that are nothing more than glorified graphic artists. They'll push for print and online strategies that naturally lend themselves to the advertiser needing more artwork.
Believe it or not, the "ad agencies" that don't like or understand radio can be a huge source of new revenue for you! Here is the secret: You can be as successful as you want to be, as long as you are willing to let those "agencies" take the credit for your work.
It's hard to sell radio to someone who makes pictures or "graphic design" for a living, but inevitably they'll have a client who asks about radio. And if the designer can't answer their clients' radio questions intelligently, they might lose the entire account. If you are willing to partner with those artists to create, produce, and perhaps even execute a radio campaign, you'll have a friend, and client, for life.
Admittedly, these artists don't warm up to audio advertising quickly. But if you can make them look like full-service "media experts," you can make them, and you, rich.
As a radio marketing professional, you can offer these radio-Neanderthals:
Audio branding strategies
By letting the agency/artist take credit for your work and expertise, you are assured a major part of every buy.
So check your Yellow Pages or your Internet search engines for "marketing consultants" or "advertising agencies" in your market, and strategically begin to position yourself as their go-to radio expert. Don't let your ego recoil at their visual biases, and let them take credit for your work. I guarantee it will pay off for you, your station, the agencies, and their clients.
Contact Wayne@wensmedia.com to learn how the SoundADvice radio e-marketing system can be the tipping point in building station partnerships with boutique agencies and radio-Neanderthal marketing managers who control or influence local businesses' media decisions.
(1/27/2013 11:01:42 PM) |
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(3/17/2012 10:13:55 AM) |
While likely an interesting alternative strategy, it is based on a wild assumption. That being: that a given radio station has the chops to provide a powerful campaign. I'm willing to offer a fairly safe speculation that some stations do - most stations don't. But, what the hell - if it dumps some avails, then why not?
|- Ronald T. Robinson|
(3/16/2012 10:49:27 AM) |
I agree joe. It is the client's money, not the agency's and the agency can be here today and gone tomorrow.
Having said that, most clients go to these 'agencies' because all of the competing media claims have them bewildered and confused. They want an impartial 'expert' to minimize their risk.
The agency that doesn't understand radio's fit in the new media mix will eventually llose the account.
The agency that you help understand and use radio will have a better chance of keeping the account and producing better results for their clients.
When an 'impartial epert' recommends radio that always carries more weight than a commisoned sales person recommending radio.
Those agencies will recognize your contribution and pay you back in spades.
The best sales managers know they can be as successful as they want to be if they let their sales people take the credit, and that same principal holds true for sales reps who want to build a list of powerful allies by making them look successful.
Thanks for being passionate enough about your business to make a comment!
(3/15/2012 9:34:04 PM) |
These days anyone with 500 Facebook "friends" considers himself a marketing expert. Those pseudo ad agencies can be venomous towards radio. And many of them are former radio account executives who couldn't cut it in the real world.
It is starting to become a problem in my market, but I'm not sure I'm ready to let them take credit for my work either. Eventually the clients will have to judge for themselves who can deliver the best results.
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