Making the Most of Ad Sales - Radio World

Making the Most of Ad Sales

Radio stations are working harder and harder to retain advertising dollars and expand ad sales to their Internet endeavors. The NAB Radio Show offers a number of sessions Thursday and Friday to help make that happen.
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Radio stations are working harder and harder to retain advertising dollars and expand ad sales to their Internet endeavors. The NAB Radio Show offers a number of sessions Thursday and Friday to help make that happen.

Among these are a Thursday session, “1+1=3: Making Radio and the Internet Really Work Together for Advertisers,” at 9 a.m, featuring Steve Marx, Center for Sales Strategy, who will examine ways to integrate the Internet into a radio station’s marketing strategy.

“We’ll show everyone how to create powerful integrated marketing solutions that start with the reach, attention and spark of radio, and continue with the information, interactivity and functionality that only the Web can provide,” said Marx.

A second Thursday session is a panel discussion aimed at valuable lessons learned in small markets, “What All Radio Broadcasters Can Learn From Small Markets,” 2–3:15 p.m.

Moderator Joe Schwartz, Cherry Creek Radio will be joined by Dan Gittings, also of Cherry Creek Radio, George Laughlin, GAP Broadcasting and Spike Santee, Cumulus Media.

According to Schwartz, “It’s no secret that small markets are far outperforming the larger markets. We compiled a group of successful small-market broadcasters who will impart their wisdom and share with their audience their various methods of success, primarily in growing revenue.”

The first Friday session approaches the intriguing, and counterintuitive idea that “Satisfied Customers Can Kill Your Business,” 9–10:15 p.m.

Moderator Jerry Frentress, author of “Advertising Sales: 25 Winning Habits,” argues that merely satisfied clients are easy pickings for competitors and that a sales force needs to do more by creating loyal clients.

Doug Harris examines how ideas and strategies can capture an audience’s attention in today’s jaded world in his session “Ten Things That Grabbed My Attention and What They Mean for Radio,” 10:30–11:45 p.m. Harris points out: “Virtually every news story or pop culture episode has relevance for the broadcast industry; and our jobs as marketers of our brand, as well as the products and services of our clients, is to benevolently exploit these promotional opportunities to our advantage.”

In “Selling Radio in a Challenging Economy,” 10:30–11:45 a.m., Radio Advertising Bureau’s Mike Mahone looks at the opportunities and challenges presenting themselves. He says, “In our session, we will talk about the challenges of the current economy, and radio professionals will leave with a new confidence in our medium and their careers during this difficult time.”

The wrap-up session, “How to Sell the Best Story Your Local Client Has Ever Heard,” 1:45 p.m.–3 p.m., discusses every broadcast sales professional’s favorite deal, the long-term buy. Paul Weyland of Weyland Training Seminars, asks: “How do you convince a client to make a long-term commitment?”

©NAB

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