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October 25, 2014

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10/2/00 How Valuable Are You?
A new marketing director moves into your town. Her company is on your account list. Her first project is to develop a marketing campaign that will increase store traffic by 20 percent over the next 12 months. Not knowing the market or the local media, this new marketing director has no firmly established opinions. What do you think will be her experience in your town? What is it that she needs first? What do you think she will find?
Put yourself in her shoes for a moment, and you'll quickly see that her first need will not be for tactics, but for strategy. Unfortunately, most Radio salespeople know very little about strategy. Their training is focused only on tactics, because tactics answer the question, "How will I reach the people?" The answer of every Radio rep is, "My station! My station! My station!"
But as we said, the marketing director's first need isn't for tactics; it's for strategy. Strategy asks, "Who do I want to visit the store? When do I want them to visit? What compelling reasons can I give them to come? What will make them want to buy once they are here? What can I deliver that will make them want to come again and again?" These are the strategy questions that occupy the mind of every marketing director in America. The fact that most of these marketing directors never include Radio reps in discussions about these issues is because they consider us to be nothing more than hawkers of airtime. Frankly, they don't value our opinions. They don't believe that we would have anything to add. Moreover, they don't trust our motives. They suspect that we would seize every little opportunity to make a sales pitch for our station.
Are they far from wrong?
Every Radio station they meet with is “No. 1” and is "better than" everyone else. And each Radio rep is critical of all the other stations that the marketing director is considering buying. And to top it all off, once the buy is placed, many of these same reps will call to tell them how stupid they were to use another station.
Are you beginning to understand why Radio is up to only a whining 8 percent of all the ad dollars spent in America? Considering how very little that Radio offers beyond airtime, it's frankly surprising that we're even getting the 8 percent.
When Radio reps are qualified to be involved in the earliest stages of planning and strategy, they'll start receiving the big checks — the ones that go to people who have more to offer than just airtime.
Isn’t it time that you started getting the big checks?

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