Selling Radio in a small market with Pat Bryson
One of my sales managers sent me this example of how the message can make all the difference in whether or not we get, or keep, the sale. Many of my markets are being affected by the drop in oil price. Clients are hesitant to spend money. Having the right message becomes even more critical in difficult economic times. Here’s his story:
“Ours is a small market (less than 10,000 people). One of our long-term advertisers is a local office supply store. They have been under pressure for the last few years from Staples. In December, they informed their account executive that they were going to cut their monthly advertising in half beginning in January. They were only spending $400 a month, and the reduction to $200 a month would have made it difficult to have enough frequency to be effective.
In the past, even though the account executive would ask them to update their ad, they ran the same generic message for months. Each December, they would run an ad reminding people to get their new desk calendars. Since less and less people actually USE a desk calendar, this ad became less and less effective.
This year, the owner asked their account executive to help them sell a “new” product that they had over-ordered. It was the pocket protector! We rose to the challenge, and the AE and the copywriter came up with a humorous approach using language like, “Laugh if you want” and ending with the word, “Seriously”. Our morning show host played the ad and commented that “He was going to get a new one for Christmas.”
On the next visit to the client, we were told that he had been getting all kinds of positive response from the ad. He liked the response so much that he did not cut his budget. He also recognized the need to have the right message.
And, that’s the story of how a 79 cent pocket protector saved a $400 a month account.”
People buy their messages: Our stations are just the vehicles used to deliver them. Great ideas sell for us and for our clients!
About The Author
Pat Bryson is the founder of Bryson Broadcasting International, a consulting firm that works with radio stations around the world to increase revenue by raising the skill level of their sales staffs. Her client list spans from the United States to Canada, Europe and Central Asia.
Pat has spent her entire career creating a culture of over-achievement for her stations. She began her career in radio sales, becoming one of the highest billing sales people in her market. Her career advanced to General Sales Manager, and then to Market Manager. Since starting BBI 7 years ago, she has helped hundreds of radio stations to find, train and grow great quality sales people and managers.
Pat was the recipient of two prestigious educational fellowships from the Educational Foundation of the National Association of Broadcasters: a fellowship to the Executive Development Program and a fellowship to the Broadcast Leadership Training Program.
She publishes the Bryson Broadcasting International Newsletter twice monthly and is a contributor to Valerie Geller’s latest book, Beyond Powerful Radio: A Communicator’s Guide To The Internet Age.
You may contact Pat at [email protected] or visit her website at http://www.patbryson.com.