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