Radio Ink Webinar

• 830 Radio Stations Represented• Days are gone when a AE can only know about their media• WOA it’s all about reach, frequency & message relevance• Most people listen to 3 or 4 stations• Has more confidence in PPM vs. Diary• Easy to prove the effect of Radio – use clients own experience• Test / Experiment

– Run a unique ad for a couple of months exclusively on radio

– Ask the client to survey clients about where they heard about them

– 40% of respondents will swear they saw the ad on TV despite having never run a TV commercial in the campaign

Radio Ink Webinar

• Using clients own experience with radio will make them understand the power of it.

• Get the owner of the business involved in the radio test. If they aren’t, you’re just going to perpetuate an argument

• Move the needle?– Give authority to local radio station managers to use 5% of your inventory across

all day parts to use as a tool for growth– The only stipulation is that the managers have to report what they did, how it

worked and what they learned from it– Ie. use the 5% inventory to air commercials/testimonials about local events or

businesses that are authentically interesting. Make it mandatory that AEs call in 1x/day with an authentically interesting business/event/product. Try it for 30 days. The JACK and BOB formats are a perfect fit for this type of experiment – listeners will want to know about the coolest newest things, businesses will appreciate the support and gives them a free sample of the radio stations ability. (make the clients the hero)

Radio Ink Webinar

• Summary of Leadership in 3 minutes http://youtu.be/fW8amMCVAJQ

• How AEs should conduct client research 1. Name every competitor in your industry. Record in a list

2. Is there anyone else?

3. How much do you think they sell?

4. Add up the $s. This will determine the market potential in your category

5. Businesses with small MS will have the biggest chance for growth. As you can see in the video above, it’s easier to measure the early adopters. Big business (MS > 25%) will have more difficult time gaining more market share and their goals should be to maintain

6. Identify how the client will measure success before the campaign starts– Provides 2 way accountability

7. Most Valuable question to a client? What is the most powerful thing that you’ve ever done?

– Great, now lets freshen up the idea, tweak it and run with it. If it worked before, it’ll work again