RAB Member Benefits Webinar Slides - RAB.com · Radio Advertising Bureau ... • Update often...

RAB Member BenefitsWebinar Slides

Radio Advertising Bureauwww.rab.com

Copyright, 2010

RAB MEMBER BENEFITS WEBINAR

New Prospects andNew Prospecting Techniques

• Radio experience• Programming• Sales• Sales Manager

G l• General Manager• Market Manager

• Interactive experience• VP Sales Clear Channel Interactive

• Companies include• Great Trails Broadcasting• North American Broadcasting• Taft Broadcasting• Great American Broadcasting

John PotterVP/Training

• Citicasters• Jacor• Clear Channel• Cumulus

• RAB past 7 years

VP/TrainingRadio Advertising [email protected]



Copyright, 2010

What’s in store…

1. Resources to identify new prospects

2. Digital’s expanded ad categories

3. New prospecting tools

4. Pre‐selling prospects with digital resourcesg p p g

Prospecting Resources

• The importance of prospectingp p p g

• Category trends



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The Seven Steps To Selling Success

1. Prospectp

2. Get appointment

3. Research

4. Client Needs Analysis

5. Create proposalp p

6. Present

7. Close

Prospects

Exercise:

Describe your typical listener or viewer

List businesses whose typical customers are a matchmatch



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Prospects

Prospects



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Prospects

Qualifying Prospects

• Customer station match

• Advertiser frequencyq y

• Monthly ad spending

• Gross Monthly sales

• Co‐op/vendor support

• Industry growth potentialIndustry growth potential

• Local market competition

• Local access to decision maker



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Expanding Ad Categories

• Digital advertising SMBs

• Website

– Special sections

– Directories

– Sponsorships

A ti /• Auctions/coupons

• Mobile, Text Messaging



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Your broadcast advertisers

Expanded Categories

Your digital advertisers

All advertisers

Your broadcast advertisers

Expanded Categories

Your digital advertisers

All advertisers



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Lots of Prospects

City Businesses

Los Angeles

Dallas

Kansas City

Dayton

193,000

143,000

40,000

32,000

Brownsville

Aspen

Source: Manta Business Directory, 2010

10,000

3,000

Small to Medium Businesses

• SMBs (96% of all/ >25 employees)

S ll d ($1 400 / th)• Small orders ($1,400 / month)

• Long‐term – 12 months

• Yellow Pages and direct mail

• SellFormat 2008 Online Spend

Banner ads 54%

Streaming A/V 8%

Direct e‐mail 6%

Source: Dunn and Bradstreet, 2009; Borrell Associates, 2009



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New Tools

• Search– Prospects

Ad i i– Advertising

• Websites

• Social media

Search

furniture madison wi

“rubin’s contemporary furniture”



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The Necessity of a Formal Sales Process

Source: Sales & Marketing Management, October, 2008

Prospects’ Websites

Positioning statements

Brands (Co‐op?)

Number of stores & locationsNumber of stores & locations

Subscribe to their newsletter

Click “About Us” & “Contact us”



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• Advanced search (100 free)

Searching LinkedIn

– Keywords

– Geography

– Industry

• Search companies with 1st & 2nd degree connections

• Get introduced through connections

• Research companies through current & former employeesp g p y

Source: Crystal Thies, Social Media Strategist

Searching Facebook

Contact: Sharon Lutterman, Manager

“sharon lutterman”

“ h l tt ”

Sharon is a big fan of Farmville and plays a lot. She is married

“sharon lutterman” manager

“sharon lutterman” madison wi

to Mike who graduated from the University of Wisconsin in Madison, and Edgewood College where he earned his MBA. He is conservative. She has 3 children, the oldest is 28 and married. Her youngest graduated from University of Wisconsin at Whitewater this year.



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• Station website

Pre‐selling Prospects

• Personal website

• Blogs

• Video

• Social media

Station Website

• “Advertise with us”• Media kit (not just a link to e‐mail the sales manager)

• Benefits of advertising• Benefits of radio and radio’s interactive• Benefits of your stations(s)• Marketing information (Ex: Radio Ad Lab Studies)• Quantitative and qualitative ratings and metrics• Testimonials• Contact names

C ll l• Call letters• Address• Phone• E‐mail• Social media (Twitter, Facebook, LinkedIn…)



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Pre‐selling Prospects

“Sell yourself first”

What do customers ultimately buy after viewing this item?

My Website



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My Website

1. Buy your own website address

2. Create your marketing website

3. Feature MARKETING information primarily

4. Make it enjoyable (perhaps include humor, motivational quotes…)

5. Include BENEFITS of doing business with you5 c ude S o do g bus ess you

6. Include your contact information

7. Include your social media links

LinkedIn To Position

• Name (first, last only)

• Headline (not title, but what you do)

• Websites (customize)• Websites (customize)

• Optimize for search (2‐3 word phrase)

• Summary (first person)

• Recommendations (10 plus)

• Applications (reading list, blog, SlideShare…)

Source: Crystal Thies, Social Media Strategist

• Groups

• Update often

• Import contacts to build connections



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YouTube To Position

1. Content must be useful marketing informationinformation

2. Look professional3. Smile4. Use quality mic and audio5. Include keyword in the video tags6. Link from your website and Facebookypage

Search EngineOptimization

1 W b i Ti l d M1. Website Title tags and Meta tags

2. Keywords in Facebook and LinkedIn

3. Tags in YouTube



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Hot Digital Prospects

1. SMBs

2. Auto dealers

3. Health & exercise clubs

4. Jewelers

5. Spas & beauty salonsp y

Thank You!

Watch for an e‐mail with a link to the downloads

John PotterVP/TrainingRadio Advertising [email protected]

[email protected]‐800‐232‐3131

RAB Member Benefits Webinar Slides - RAB.com · Radio Advertising Bureau ... • Update often...

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