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Maybe Radio Does Have A Sales Problem



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(3/22/2011 2:23:43 PM)   Flag as inappropriate content
Excellent article. Getting results is far and away the most important service we can achieve for advertisers.

I call it BIS. Butts In Seats. We are not measured by how much or how little our product costs, how we stack up to any other medium, how many people are listening, what our demographics are, how great the website looks, etc. We are measured by Butts In Seats.

A local restaurant manager once explained to me that he was in a 10 per cent business. Ten per cent profit margin meant that he had to sell a thousand dollars worth of hamburgers to pay for the 100 dollars worth of advertising I was trying to sell on "package of the month".

I quit trying to sell packages, even though we need them sold, but began to focus on what was it I needed to do to help him sell more of his product.

In addition to being the GM/SM, I'm a hamburger salesman, car salesman, plumbing salesman, lumber salesman, grocery salesman, etc.

We have projections and quotas we have to meet, but focusing on meeting the clients quotas will make it much easier to make ours.

That's really the way it has always been, it's just that we have much more competition for shrinking ad budgets.

Our station sales have increased because we focus like a laser beam on Butts In Seats.


- smk
(3/22/2011 1:29:42 PM)   Flag as inappropriate content
Well, this pretty much hits the nail on the head. When I look at the quality of the new radio reps in my area, I cringe. They all drive the same 1980s smoking, dented Taurus complete with cracked windshield, bald tires and peeling paint, wear the wrong jewelry in the wrong places, dress like they can't quite decide what they want to be when they grow up--and can't understand why nobody takes them seriously when they say "I is a media xperd".

Is this the best that radio can afford these days?

- Will Baumann
(3/22/2011 1:29:34 PM)   Flag as inappropriate content
Well, this pretty much hits the nail on the head. When I look at the quality of the new radio reps in my area, I cringe. They all drive the same 1980s smoking, dented Taurus complete with cracked windshield, bald tires and peeling paint, wear the wrong jewelry in the wrong places, dress like they can't quite decide what they want to be when they grow up--and can't understand why nobody takes them seriously when they say "I is a media xperd".

Is this the best that radio can afford these days?

- Will Baumann
(3/22/2011 1:29:29 PM)   Flag as inappropriate content
Well, this pretty much hits the nail on the head. When I look at the quality of the new radio reps in my area, I cringe. They all drive the same 1980s smoking, dented Taurus complete with cracked windshield, bald tires and peeling paint, wear the wrong jewelry in the wrong places, dress like they can't quite decide what they want to be when they grow up--and can't understand why nobody takes them seriously when they say "I is a media xperd".

Is this the best that radio can afford these days?

- Will Baumann
(3/22/2011 11:52:39 AM)   Flag as inappropriate content
It's interesting that you would write this piece as the premise is something I touched on myself in a post I wrote about Arbitron's announcement on Monday that radio has gained listeners.

http://cedarpointconsulting.wordpress.com/2011/03/22/in-a-surprise-move-radio-gained-listeners-last-year/

I just mention this issue as the main premise of my post is advice to business clients about radio advertising; my comment doesn't have the depth of your remarks, but it is something that I think is noticed by a lot of business customers that buy radio time.

Nice post - kudos to the author.

- Brendan Moore


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