#RadioAlive2018 workshops: PAINT and 'the behaviour change business' | radioinfo

#RadioAlive2018 workshops: PAINT and 'the behaviour change business'

Friday 19 October, 2018
Matt Dickson

Simon Harrop and Matt Dickson led a series of engaging workshops as part of the Radio Alive conference, covering the fundamentals of client relations, sales and advertising.

Beginning the session on ‘The key to successful client meetings,’ Simon Harrop (Straight Ahead Sales) described the way the sales environment had shifted in recent years to favour buyers, rather than sellers.

“Our clients today are wiser,” said Simon. “They have access to more information than they’ve ever had. They’re thinking: what’s in it for me? What will we discuss? How long will it take?” 

According to Simon, passion and persistence are the foundation for a good salesperson. The difference between a salesperson who is good, and salesperson who is great, is planning.
 

Simon developed the PAINT system for planning a successful client meeting:

P – Purpose: Focussing on the client and understanding their needs

A – Agenda: How will the meeting be structured?

IN – INput: Is the client invested?

T –  Time: How long will the meeting last?

 
In his presentation, Matt Dickson (SCA's The Studio) lifted the curtain on radio advertising – or, as he called it; “the behaviour change business.” 

“We are fundamentally irrational and that’s why advertising works,” he said. “We simply don’t have the brainpower to be rational all the time.

“We don’t reason with irrational people, we create entertainment with compliments and tiny promises in it. The easiest way to do this is to create a proposition. A human truth stapled to a product promise.”

As an example, he pointed to advertising for nappies: "A baby's bottom deserves the softest nappies" as a human truth, and the product promise of the nappy brand as "the softest available."

Matt named radio as one of the most effective mediums for advertising, for several reasons:

– Reaction time to sound is faster than all other senses. It’s 22 percent faster than sight, sonic input gets directed through the auditory cortex.

– Audio bypasses the rational part of the brain and can be understood instinctively.

– Your brain doesn’t have time to challenge things.

 

Matt highlighted the importance of creativity in advertising for radio, particularly as people often listen for entertainment, rather than information. For this reason, he said a straight advertising message is incongruous to the medium.  

Reporting: Max Grieve

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