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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
Copyright 2014 www.rab.com Radio Advertising Bureau
25 Takeaways From the 2014 Radio Show RAB Webinar – September 2014
“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
Copyright 2014 www.rab.com Radio Advertising Bureau
25 Takeaways From the 2014 Radio Show RAB Webinar – September 2014
Automotive is
again the #1 radio
advertising category
Automotive spending in radio outpaces the numbers two and
three categories combined.
Copyright 2014 www.rab.com Radio Advertising Bureau
25 Takeaways From the 2014 Radio Show RAB Webinar – September 2014
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.”
Copyright 2014 www.rab.com Radio Advertising Bureau
25 Takeaways From the 2014 Radio Show RAB Webinar – September 2014
“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.
Copyright 2014 www.rab.com Radio Advertising Bureau
25 Takeaways From the 2014 Radio Show RAB Webinar – September 2014
“Allstate agents don’t sit around waiting for something bad to happen
in order to do something good.”
Copyright 2014 www.rab.com Radio Advertising Bureau
25 Takeaways From the 2014 Radio Show RAB Webinar – September 2014
“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
Copyright 2014 www.rab.com Radio Advertising Bureau
25 Takeaways From the 2014 Radio Show RAB Webinar – September 2014
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
Copyright 2014 www.rab.com Radio Advertising Bureau
25 Takeaways From the 2014 Radio Show RAB Webinar – September 2014
“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
Copyright 2014 www.rab.com Radio Advertising Bureau
25 Takeaways From the 2014 Radio Show RAB Webinar – September 2014
Radio has a reach that is the envy of
other media
Copyright 2014 www.rab.com Radio Advertising Bureau
25 Takeaways From the 2014 Radio Show RAB Webinar – September 2014
Copyright 2014 www.rab.com Radio Advertising Bureau
25 Takeaways From the 2014 Radio Show RAB Webinar – September 2014
Tom Sly, Senior Director of Digital Revenue at the E. W. Scripps Company
Copyright 2014 www.rab.com Radio Advertising Bureau
25 Takeaways From the 2014 Radio Show RAB Webinar – September 2014
Copyright 2014 www.rab.com Radio Advertising Bureau
25 Takeaways From the 2014 Radio Show RAB Webinar – September 2014
Copyright 2014 www.rab.com Radio Advertising Bureau
25 Takeaways From the 2014 Radio Show RAB Webinar – September 2014
Tim Murphy, Vice President, Digital Strategy and Enterprise Platforms at Entercom Communications
Fran Kelly of CEOView Branding
Copyright 2014 www.rab.com Radio Advertising Bureau
25 Takeaways From the 2014 Radio Show RAB Webinar – September 2014
“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
Copyright 2014 www.rab.com Radio Advertising Bureau
25 Takeaways From the 2014 Radio Show RAB Webinar – September 2014
Schedule Prospecting
Measure & Track All Activities
Prospect from the top down
Copyright 2014 www.rab.com Radio Advertising Bureau
25 Takeaways From the 2014 Radio Show RAB Webinar – September 2014
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?
Copyright 2014 www.rab.com Radio Advertising Bureau
25 Takeaways From the 2014 Radio Show RAB Webinar – September 2014
Don’t Follow Up
Follow THROUGH
Chris Rolando, President and CEO of Murphy Broadcasting
Copyright 2014 www.rab.com Radio Advertising Bureau
25 Takeaways From the 2014 Radio Show RAB Webinar – September 2014
Jeff Schmidt EVP and Partner, Sparque
Help your sellers avoid the number one thing buyers hate.
Copyright 2014 www.rab.com Radio Advertising Bureau
25 Takeaways From the 2014 Radio Show RAB Webinar – September 2014
Process
Stories Research
Check-
lists
Tools Action
Payoff
Copyright 2014 www.rab.com Radio Advertising Bureau
25 Takeaways From the 2014 Radio Show RAB Webinar – September 2014
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
Copyright 2014 www.rab.com Radio Advertising Bureau
25 Takeaways From the 2014 Radio Show RAB Webinar – September 2014
Answer the prospect’s 5 unasked questions
early in the meeting.
Ginny Speaks Field Consultant
Morrison and Abraham
Copyright 2014 www.rab.com Radio Advertising Bureau
25 Takeaways From the 2014 Radio Show RAB Webinar – September 2014
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
Copyright 2014 www.rab.com Radio Advertising Bureau
25 Takeaways From the 2014 Radio Show RAB Webinar – September 2014
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
Copyright 2014 www.rab.com Radio Advertising Bureau
25 Takeaways From the 2014 Radio Show RAB Webinar – September 2014
51
25 Takeaways From The Radio Show
Brandeis C. Hall VP, Professional Development Radio Advertising Bureau
Sales and Management Tips and More
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