Post on 04-Sep-2020
Radio Sports’ Sponsorship Sales
DEVELOPING NEW
ACCOUNT$ WORKSHOP
Driving Fresh Business! David J. Halberstam Publisher Sports Announcers Report Card halby@bellsouth.net
Sports on New York Radio: A Play-by-Play History
gives readers a look at the beginnings of New York
radio and how the city’s sportscasters shaped the face
of radio throughout the country.
The stories behind the broadcasts and the men and
women whose voices brought them to life are covered
in this provocative and hugely entertaining history.
“Radio is purely the announcer’s medium.
Accordingly, most of the best sports broadcasting has
been done not on television, but on radio. David
Halberstam writes from the knowledgeable and
nuanced perspective of one who practices, respects,
and understands the craft and its history.” —Bob
Costas NBC Sports
The Fundamentals of Sports Media and Sponsorship Sales: Developing New
Accounts
The Fundamentals of Sports Media and Sponsorships Sales: Developing New Accounts is
a first of its kind publication.
There's no such training book today, certainly one in granular detail. It's a cold calling step-by-step tutorial; where to start and how to close. It also addresses the emotional rollercoaster that new business sellers face every day of their working
lives.
The foreword is written by the esteemed and highly successful Dr. Bernie Mullin.
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DEVELOPING NEW BUSINE$$ IN 2018!
Why new corporate business:
Beyond fresh revenue, new business represents two tangible sales qualities. First, each new account beefs up the renewal pipeline for the following sales cycle. New business also produces growth by osmosis. Because corporate support is often about the company that's kept; when one new partner commits, others follow quickly. The classic example is Anheuser Busch's commitment to a fledgling ESPN, shortly after the sports network’s birth. Soon thereafter, other marketers followed in droves. The rest is history.
If entities don't embrace new business as a rallying need, they're doomed to fail!
Noah built his ark on a sunny day and the pains of World War I came out of a cloudless sky. Be prepared in good times and bad!
Organization
Because account activity is fluid, it is essential for all sellers to commit to impeccable organizational practices Flexibility for organization – This system that has worked for me through the years.
The importance of remaining visible on social media. Prospects buy from experts not from sellers. Become the expert!
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cold calling
researchingprospects
follow up
outside appointments
writing presentations
The Benefits of CRMs (Customer Relationship Management)
How it’s used by cold callers
Identifying targets and Preparation - Where and how to find prospects:
•Train your mind, eye and ear to glean information and ideas by learning to match the core competencies of the product you're selling with a prospect's needs. Always Think: How can your product help the prospect? (GEICO / Brotherhood of Carpenters / Peerless Boilers) •The importance of reading; from the local business pages to Barron's and tons of other publications (Steve Heyer- Sheraton)
•Knowing the prospect’s business - what makes it tick (State Farm) •Movements: Geography and People ( CyrusOne –Texas, Whole Foods) •Working the shelves of drugstores and supermarkets (Exergen) •Against the Grain – (Barclays) •Creative – (Anco Blades)
Identifying Targets and Preparation (continued)
•Skill development: You’re a problem solver (State Farm) •What’s on the competition (Bose - USSA) •Oddball Categories: Accounting firms (McGladrey – now RSM) •Twist of Titles: (“Kubota Farm Report” – “Ace Bandages” - “Reynolds Wrap Up Show”) •Government (Florida Department of Agriculture) •Cause Marketing: (Arthritis Foundation) •Vanity: (Syracuse University and St. John’s) •Read, Read, Read – Examples: (Gold’s Horseradish, Wise Potato Chips)
Identifying Targets and Preparation (continued)
•Never pick up the phone or send an email to a prospect you don't know before you're fully prepared. Don’t embarrass yourself! (UPS, Wal-Mart X Games, IBM)
•What's the theme of your first communiqué? (command to action
email)
•What's your unique story? (e.g. ESPN-LA is the only home for every Rams and Lakers game)
Taking Stock of your Communication
Bandwidth and Activating it!
•Command to action email
•Brief Introductory phone call
•Formal letter
•Fixed number of follow-ups,
establishing dialogue
•Core competency presentation
•Social Media Posts: “Thoughts for
the Week”
•Letters – Coaches and Talent
•Invites – Sponsor
Functions
•Handwritten Notes
•Client endorsement
letters
•Pertinent articles
•Tickets
•Goodies and trinkets
•Mock Visuals
Written Communication
• General Template
• Theme Specific idiosyncratic
• General Capabilities Shotgun
• Buying Competition
• Hometown Event
• Elusive Prospect
Answering the Question
Breaking Firewalls
Listening – Don’t interrupt and don’t
assume
Developing Expertise Through Blogging
Let Prospect Talk – A seller is a
problem solver
Visualizing Success
How to learn more about the
Prospect’s Business
What to do when prospect is a ‘no
show’ at the time of your appointment
Think About this in the Trenches!
RADIO Element TELEVISION
Game broadcasts-
Consistency builds
bonds
BOND BUILDING 3 over the air networks
plus cable – a fractured
package!
Yes, sponsors get
visibility for being good
corporate citizens
CAUSE MARKETING Stop dreaming
Radio is the exclusive
home
COMPETITION Television competes
with one another
Second to none EFFICIENCIES Television rates rise
constantly
Big drive time numbers
on Sunday, Monday
and Thursday Nights
begin at 6pm.
WESTERN TIME ZONE It’s hard to watch
football in a car
RADIO PLAY-BY-PLAY VS. TV
RADIO Element TELEVISION
More generous/Greater
willingness to do in-
game
ENTITLEMENTS Your first born gives you
halftime
Radio will embed
advertisers
FEATURES There are generally none
Incomparable for dollar
MERCHANDISING/TICKETS Very limited
Broadcasts available in
your home, your car or
wherever you are
MOBILITY In-home only - even
mobile can be
problematic
All ' games are on Radio PLAYOFFS Fragmented over 3
networks or locally
RADIO VS. TELEVISION
ESPN-LA Element Television
Medium is indigenous to
riveting promotions
PROMOTION Little
Possibility- Radio loves to
embed sponsors organically
REMOTES Are you kidding?
Commercially cogent TALENT Commercially hamstrung
by management dictate
No a better bang for the buck
THRIFTINESS Anything but
Radio builds the broadcasts
and sponsors all week
TUNE-IN Inherent - that's it
RADIO VS. TELEVISION
Objections and rejection
•Dealing with emotions and gathering your strength
•Overcoming adversity on tough days
•Accepting the fact that failure and rejection are a prelude to success.
•How not to let setbacks temper your enthusiasm
•A sampling of the many who've overcome rejection from Oprah Winfrey and Frank Gehry to Michael Jordan and Christopher Columbus, from Dr. Seuss to Gil Hodges and from FedEx to ESPN
LEARNING FROM LEADERS
MARTY GLICKMAN – ’36 OLYMPICS
CHUCK TODD – SAY YES – HANDWRITTEN NOTES
DAVID STERN – NEVER MISS AN OPPORTUNITY TO SELL
EWING KAUFFMAN – VICOM – DOOR TO DOOR
ED MCMAHON – USE HUMOR
CHESLEY SULLENBERGER – BECOME SPECIALIST AND BE A TEAM
PLAYER
Anecdotal and Cold call successes
Moda Center /Rose Garden in Portland
Wrangler
Thank you for attending!
RAB Member Response MemberResponse@RAB.com
800-232-3131
Brandeis C. Hall VP, Professional Development
Radio Advertising Bureau bhall@rab.com
David J. Halberstam Publisher
Sports Announcers Report Card halby@bellsouth.net