One in a series about how radio professionals are deploying artificial intelligence.
Adam Perrotti is an account executive at Connoisseur Media, based in Milford, Conn., and consulting with a variety of businesses on their ad and marketing campaigns.
He frequently uses ENCO’s SpecAI tool, saying it helps him keep his pitches fresh and allows him to customize for each client or prospect.
“I use this in a variety of ways depending on the client/prospect and the stage in the sales process,” he said.
“One of the most common purposes is for when I am cold-calling businesses or walking into their storefront in hopes of getting in front of the owner or decision-maker, in most cases just trying to trigger a meeting to talk about their business and their marketing goals.
“But in order to create that excitement about radio, what better way than playing their commercial for them? Especially when it’s one that relates to a current sale that they have going on or focusing on a specific product/service that they’re pushing.”
Perrotti has found himself doing more research prior to his cold calls or walk-ins, to create a more accurate spec commercial.
“Usually I’m using SpecAI to create a custom commercial for a prospect based on research from their website or social media accounts, linking the commercial to something that aligns with what they’re currently doing.”
SpecAI helps him write the commercial in seconds, then helps to produce it, adding a voiceover and background music, giving it a professional sound.
Perrotti came to the radio industry in 2023. He liked writing commercial copy but it kept him from tasks like prospecting and meeting with clients.
Being able to create multiple versions of a spec spot within seconds frees his schedule. He likes that he can create them while sitting in the prospect’s parking lot before he walks in.
“Many of these tools were just being introduced, which to my benefit allowed me to only understand a work environment with access to tools like these, so I quickly adapted.”
More broadly he’ll use ChatGPT to identify trends or news stories in specific industries, for instance by asking AI, “What’s trending in the auto dealership industry?” It helps him understand a business and prompts meaningful conversations.
“I will also use ChatGPT to brainstorm and come up with creative ideas. I will ask for marketing campaign ideas with a specific theme.”
His advice to peers is not to be intimidated by AI.
“It is constantly evolving and can be one of our strongest selling tools for many reasons. I think that the more we begin to embrace AI as a tool, the more efficient we will become as marketing consultants for new and current clients.”
Read more case studies in the free ebook “AI Revolution in Radio & Streaming.”
[Read More Radio World Stories About Artificial Intelligence]
