Understanding How Agencies Think
Like it or not, until radio changes the way it is rated, agencies all across the country are going to set the rules for how much money they spend with us. You can play the CPP and added value game their way or you walk and leave money on the table. To at least be considered for more of a buy it's important to know what these agencies are thinking of us as a medium and you as a rep. What do they expect from you and are you delivering that? Why are we treated differently than TV? How can you really pitch them digital so you are getting additional money and not just bringing a digital order back to the station that you would have gotten with spots anyway.
In this weeks Radio Ink Sales Meeting Podcast, we spoke with Kara Hocking, the owner of Hocking Media in Detroit. Hocking spent over 25 years at an advertising agency in Troy before opening up her own shop in 2008. Her accounts included Blue Cross Blue Shield and Comercia which accounted for over $30 Million annually.
In our interview Hocking says she uses radio to great success for her clients because of radio's ability to engage the consumer. On what radio salespeople need to improve, she doesn't hesitate, "customer service." She believes radio plays too many commercials, it's more difficult to track than Pandora, Clear Channel should sell ads on iHeartradio should sell ads and reps do not understand how to speak the language of digital.
Here is our interview with Kara Hocking of Hocking Media.