I’ve had some good questions come my way lately and I thought I’d share my responses:
Question: You talk about not letting clients air bad commercials, but what if it’s the client who put together the commercial and it isn’t good?
Great question, and like anything we deal with on the client side, they have the final say in what happens. Our job is to be the advertising and marketing consultant, which literally means a person who provides expert advice. If the person we are providing this advice to chooses not to accept it, that’s ultimately on them. What we can do is provide an alternative.
Come up with something better and present it just as you would any other idea. Perhaps you start by suggesting they run multiple ads to break things up and split the rotation, maybe they’ll get a better response with your ad and make the change on their own.
Question: Other than percent to goal, what things do you use to evaluate Account Executives?
One of my favorite parts of what we do is that success and failure is generally pretty clear by the numbers, however, there are certainly other factors to consider. I believe the second biggest indicator of any seller is their level of activity. Are they constantly working the entire playbook (Prospecting, Contacting, Needs Analysis, Presentation, Closing & Servicing) and spending most of their time in front of decision makers? Or, are they having coffee and returning emails until lunch, writing an ad for a couple of hours in the afternoon, shooting out a few emails and out the door at 4:59?
New business is always another very strong indicator of whether or not you have someone who will succeed long term.
Lastly, do I enjoy talking with them? If I don’t, clients and prospects probably don’t either.
Question (from a client): I have one location, does radio across the whole market really make sense for me?
It depends, are you a destination? Are you a golf course where people are willing to drive a bit? Or, are you a bar and grill with the best prices, friendliest staff and coldest beer in town? If you’re the ladder, it probably doesn’t make as much sense for you now that we have the ability to target through digital audio, video and display.
I’ve worked with enough one location restaurants in my day to know that radio can absolutely drive traffic, if done correctly. However, because most restaurant owners know food better than they know marketing, they aren’t always willing to stick with it for the long haul. Whatever you do, do it consistently, but in this case starting with a targeted digital campaign and then growing out from there may be the best way to go.
Question: How much more weight do you give an endorsement ad over a non-endorsement ad?
If the client can afford to do them consistently, and your station has a personality who delivers a great ad that matches well with their target market, it’s always the best way to go.
Without knowing the exact numbers, I would guess that in my days I’ve seen a 40-50% greater success rate with a campaign that includes endorsements over one that doesn’t. I’m absolutely certain that of the most successful campaigns I’ve run, nearly all of them involved some form of endorsement.
Question: You wrote about some bad billboards you saw, are there any you see that you really like?
Yes, you know who does a great job on billboards? BILLBOARD COMPANIES!
Few words, large font, right to the point, simple call to action.