25 takeaways from the radio show - rab.com takeaways from the radio show.pdf25 takeaways from the...

Copyright 2014 www.rab.com Radio Advertising Bureau

25 Takeaways From the 2014 Radio Show RAB Webinar – September 2014

1

25 Takeaways From The Radio Show

Brandeis C. Hall VP, Professional Development Radio Advertising Bureau

Sales and Management Tips and More

25 Takeaways from the

2014 Radio Show

See more at RadioShowWeb.com



“The most important and personal and accessible media in the United States of America is

local broadcast radio.”

- Indiana Governor Mike Pence

“Reports of radio’s death have been greatly

exaggerated.”

Number of people who tune in to radio every day:

244 million



Automotive is

again the #1 radio

advertising category

Automotive spending in radio outpaces the numbers two and

three categories combined.



Alan Mulally

Former President and CEO

Ford Motor Company

Google Board Member

Dan Harris

ABC News

“Radio is

still the center of the dashboard”

“The auto industry and the radio industry have a lot in common. They are two ‘legacy’ industries facing real technological disruption. The turnaround you engineered at Ford is incredible. What would be your advice to radio?”

“Have a compelling vision and have everyone with you. Have a comprehensive strategy to deliver that. And have a relentless implementation plan where every week, every month, everybody knows what the plan is, everybody knows what

the situation is, and the areas that need special attention.”



“According to the latest reports from Nielsen, radio is almost three times as popular with consumers as the Web. And a recent study reported in Advertising Age showed that radio advertising is substantially more effective at creating sales than online advertising.



“Allstate agents don’t sit around waiting for something bad to happen

in order to do something good.”



“If you’re doing the same things you were doing 5-10 years ago, you’re going to fail”

- Joe Schwartz, President and CEO, Cherry Creek Radio



Stations would do better by working more intently with a smaller group of

clients, but capturing more of their marketing dollars.

- Kay Olin, Partner, Olin & Associates

Broadcasters need to think of themselves as being in the communications business, not just radio as it has always been defined.

- Chuck Mefford, Founder, BrandFormation



“There has never been a better time for the

industry to take risks.”

- Phil Zachary, Vice President, Market Manager, Entercom Boston

DON’T UNDERSELL THE NOW



Radio has a reach that is the envy of

other media



Tom Sly, Senior Director of Digital Revenue at the E. W. Scripps Company



Tim Murphy, Vice President, Digital Strategy and Enterprise Platforms at Entercom Communications

Fran Kelly of CEOView Branding



“Sales is no longer the domain of

individualist mavericks who

succeed through inherent personal

ability and brute force of will.”

Sales Force Management

by Mark W. Johnston and Greg W. Marshall, © 2013



Schedule Prospecting

Measure & Track All Activities

Prospect from the top down



Take steps NOW to change your team’s attitude

regarding prospecting

Embrace social media

Make sure your entire organization owns the prospecting imperative

Paul Anovick, Founder and President, CoachAnovick.com

Are YOU

worth THEIR

time?



Don’t Follow Up

Follow THROUGH

Chris Rolando, President and CEO of Murphy Broadcasting



Jeff Schmidt EVP and Partner, Sparque

Help your sellers avoid the number one thing buyers hate.



Process

Stories Research

Check-

lists

Tools Action

Payoff



The Top 10 Buyer Dislikes

1. Lack of preparation

2. Lack of interest or purpose

3. Over-aggressiveness and

failure to listen

7. Lack of understanding of the

customer’s business



Answer the prospect’s 5 unasked questions

early in the meeting.

Ginny Speaks Field Consultant

Morrison and Abraham



Creative and Memorable Leave-Behinds

Danielle Outlaw, CRMC/CDMC/CRSM VP Sales Neuhoff Media

Annual Community Report: Create a compilation of all events the station supported (including the value of on-air time). Present at

the end of the year to community and civic associations, as well as local government to showcase your station’s commitment to the

local community.

Karen Eidman General Sales Manager - WSBH Neuhoff Media



Most business owners

are not entrepreneurs;

they are technicians

suffering from an

“entrepreneurial seizure.”

- Michael Gerber, E-Myth

Reserve September 30-October 2 on your 2015 calendar.

The 2015 Radio Show...See YOU there!

RadioShowWeb.com



51

25 Takeaways From The Radio Show

Brandeis C. Hall VP, Professional Development Radio Advertising Bureau

Sales and Management Tips and More

25 takeaways from the radio show - rab.com takeaways from the radio show.pdf25 takeaways from the...

Documents