revenue development tools from rab

Presented by Mark LevyVP / GSMRadio Advertising BureauDallas, Texas1-972-753-6756mlevy@rab.com

ezAuction Brings IMMEDIATE Benefits To Your Stations:

• Generate new business• Increase business from current

advertisers• Increase tangible results at remotes• Reduce bad debt expense• Stay in better contact with your

stations’ listeners

How Does ezAuction Work?• ezAuction allows you to harness the

love affair your clients and listeners have with getting a great deal. It allows you to bolster your clients ad schedules by letting them trade airtime for merchandise. In turn, you allow listeners to purchase this merchandise at favorable prices, this turning the trade into CA$H!

Clients use proceeds to subsidize new campaigns or enhance

existing schedules with more commercials,enhancing their chance for success on

YOUR station(s)

Listenerssave money

and become even more connected

to you!

Your stationsells/auctionsproducts or servicestaken on tradefrom clients to generate ad revenue

Getting Started …• Choose a format for your on-air or on-line

opportunities… You may even want to do both!– Auctions

• Station establishes opening bids, bid increments and the timeframe for each item featured on the program

• Listeners bid over the phone and/or online for a given item.

– Shopping Shows• Station establishes a price (65 to 75% of retail) for

each item featured on the program• Listeners buy directly over the phone and/or online• No bidding

Getting Started• Most programs are a

combo of auction and shopping show.

• Stations features items in a weekly or monthly program

• Event shows also work well– Quarterly or seasonal– **Great to do in 4th QTR…let

clients use their credits in 1st QTR

• Direct phone calls and Internet

• Effective administration is one of the largest hurdles

Starting Online• Post your inventory

– Set buy or bid, quantities, restrictions, timed auctions, sale tax, advertiser credit

– Pictures add a lot of visual impact

– Descriptions and limitations must be clear and concise

• Set payment and delivery options– Pick up and/or mail– Cash, check, charge– Online credit card processing

• Post auction home page with links from your station website

Starting On the Air• Set program length and air

time• Promo specific items

– Use short live promos – Generate interest and

excitement– Additional advertiser benefit

• The program – One or two on-air and one to

answer phones– Promote items and count

down bids– Use timed sounders to

generate excitement– Listeners buy online or offline– After the program post all

transactions

Before your Begin

• Designate an auction administrator

• Train staff• Set business hours• Set a certificate expiration

date• Establish a return policy• Provide a cash drawer and

system for managing receivables

Working with clientsAs part of your proposal …

• Set the dollar value needed for campaign

• Suggest products or services• Establish % of advertiser credit• Detail any restrictions• Set the time frame for item sale• Close

Before the auction …• Set in-store signage and/or

display• Place promotional support:

promos, billboards, email• Double-check details of

inventory item• Communicate in-store sales

staff

Suggestions for Doing It Better

• New business only• 50% of the schedule• Select items you know

will sell well – shop for your listeners

• Consider general certificates whenever possible

• Require management review before finalizing any agreement

• Use to reduce bad debt• Apply credit only after

an item is sold

Suggestions for Doing It Better• Sales

– Credit can be pre-established or based on the selling price of the item.

• Consider 85% advertiser credit• Place minimum beginning price at 70% of retail value• Manage risk and exposure

– Keep one rate card • No negotiation on rate• Consider certain restrictions to avoid trading more valuable

inventory– Limit clients a seller can have on the show– Consider an “auction billboard”– Help your retailers feature given items

• Two4 Tuesday for hard to sell items• Feature products of the day, week or month

– Don’t accept distressed inventory!!!

Suggestions for Doing It Better

• Other Ideas– Number certificates

and make them look valuable

– Certificate expirations dates (60 days)

– Use customer email address to id successful bidders

– Leave your auction open 24/7

– Don’t set prices to low

RAB's ezAuctionezAuction is the complete, affordable solution for managing your station's auction or shopping show!

ezAuction includes... A customizable online auction Fully scalable tool set Complete tracking/administration Multiple payment methods Multiple delivery options Complete sales guide Ongoing support

Sign InSECURLY

ezAccess

ezAdministrationThe ezAuction

administrative menu helps you navigate

through auction set up.

It's divided into sections that help you manage

station information, your advertisers, customers,

categories, inventory, and reports.

Customize the

LOOKand

FEEL

ezSetup

Setup Station CONTACT INFOSet defaults forCERTIFICATESSelect Program

SETTINGS

ezSetup

Set upCategories

Monitor yourPRODUCTCatalogueMake shopping

SIMPLE

ezData Management

Post ItemsCategorizeSet Limitations

Manage StockControl SalesTime AuctionsCalc. Sales TaxTrack Ad Credit ezInventor

y

Collect& ManageListener data

Create mass

EMAILCampaigns

ezData Management

ezAuction alsoProcesses OrdersMonitors bidding

Issues reports - Ad credit - Sales Tax

Prints inventoryManages transactions

Sends emailPrints certificates

ezAdministration

Listeners can

BuyOr

BUYAnd

RemotesWork BetterThan Ever!

ezUse

Certificates …

PICK UPor

SHIPPEDEasy payment …

CASHCHECKCHARGE

ezCheckout

Purchases areconfirmed via

EMAILand

ONLINE

ezFollow-up

Complete report tools Database manager Powerful e-mail tools Full hosting 32-bit security Credit-card processing

with 7 levels of fraud protection

Full tech and sales support

Other important ezAuction tools include ...

Getting Started is Easy

RAB can help transform your auction into a powerful revenue-

generating tool with online software, support

and complete training.

For a complete demonstration or more

information, call RAB at 1-800-232-3131 and ask for

Mark Levy or email mlevy@rab.com.