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Roy williams webinar


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A webinar for Account Executives on how to approach clients for radio

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Roy williams webinar

  1. 2. Radio Ink Webinar <ul><li>830 Radio Stations Represented </li></ul><ul><li>Days are gone when a AE can only know about their media </li></ul><ul><li>WOA it’s all about reach, frequency & message relevance </li></ul><ul><li>Most people listen to 3 or 4 stations </li></ul><ul><li>Has more confidence in PPM vs. Diary </li></ul><ul><li>Easy to prove the effect of Radio – use clients own experience </li></ul><ul><li>Test / Experiment </li></ul><ul><ul><li>Run a unique ad for a couple of months exclusively on radio </li></ul></ul><ul><ul><li>Ask the client to survey clients about where they heard about them </li></ul></ul><ul><ul><li>40% of respondents will swear they saw the ad on TV despite having never run a TV commercial in the campaign </li></ul></ul>
  2. 3. Radio Ink Webinar <ul><li>Using clients own experience with radio will make them understand the power of it. </li></ul><ul><li>Get the owner of the business involved in the radio test. If they aren’t, you’re just going to perpetuate an argument </li></ul><ul><li>Move the needle? </li></ul><ul><ul><li>Give authority to local radio station managers to use 5% of your inventory across all day parts to use as a tool for growth </li></ul></ul><ul><ul><li>The only stipulation is that the managers have to report what they did, how it worked and what they learned from it </li></ul></ul><ul><ul><li>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) </li></ul></ul>
  3. 4. Radio Ink Webinar <ul><li>Summary of Leadership in 3 minutes </li></ul><ul><li>How AEs should conduct client research </li></ul><ul><ul><li>Name every competitor in your industry. Record in a list </li></ul></ul><ul><ul><li>Is there anyone else? </li></ul></ul><ul><ul><li>How much do you think they sell? </li></ul></ul><ul><ul><li>Add up the $s. This will determine the market potential in your category </li></ul></ul><ul><ul><li>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 </li></ul></ul><ul><ul><li>Identify how the client will measure success before the campaign starts </li></ul></ul><ul><ul><ul><li>Provides 2 way accountability </li></ul></ul></ul><ul><ul><li>Most Valuable question to a client? What is the most powerful thing that you’ve ever done? </li></ul></ul><ul><ul><ul><li>Great, now lets freshen up the idea, tweak it and run with it. If it worked before, it’ll work again </li></ul></ul></ul>