November 1, 2013Friday, November 1, 2013
Got a new a sales rep who's struggling a bit?
We all get pretty good business from the big shopping centers, malls, etc., especially during the holidays, but there are hundreds of small shopping centers all over your area with businesses that would probably love to advertise on your station ... but can't afford it.
Why not send one of your newbies in with a special package that splits the cost among four (or more) businesses at a reasonable price point? They all chip in and get their portion of a :60 commercial, driving people to the businesses in that center.
Especially for the holidays
It worked for us and probably will for you, too!
October 31, 2013Thursday, October 31, 2013
I know we spend a lot of time making sure our formats are tweaked just so. We oh-so-carefully set up and execute formats that are dialed in to our targets and execute them with the precision of a surgical knife. However, within the framework of your "forma,t" you have ...
October 30, 2013Wednesday, October 30, 2013
The 30/30! Every client wants to own something and the 30/30 concept is one that works time and again for a variety of categories. It works for the client because they are providing a solid information segment combined with a call-to-action commercial. I know it takes ...
October 29, 2013Tuesday, October 29, 2013
The holiday sales forecast for clothing retailers is the best it's been in three years! David Wolfe, creative director of the Doneger Group, predicts that it will be a "pretty healthy fashion season for a lot of retailers," but he cautioned that the hottest trend ...
October 28, 2013Monday, October 28, 2013
So, you want to finish strong? Then break it down. Do this exercise. Take every revenue category in your book of business; National, Local Agency, Local Direct, NTR, Digital ... you know the drill. Break out exactly what you need from each. Then compare that to ...
October 18, 2013Friday, October 18, 2013
Got a new a sales rep who's struggling a bit? We all get pretty good business from the big shopping centers, malls, etc., especially during the holidays, but there are hundreds of small shopping centers all over your area with businesses that would probably love ...
October 17, 2013Thursday, October 17, 2013
Is your team giving up early? I read a piece a few years ago that it takes at least five calls to close a deal, yet most people give up after two or maybe three. I decided to analyze that over time with some new business on our stations and once closed, I asked AEs ...
October 16, 2013Wednesday, October 16, 2013
Okay, if not already, we're about to dive into "annual" season. I once had one of the biggest clients in my town talk about my direct competitor saying, "I only see him once a year ... when it comes time for the annual." OUCH. Of course, I loved it because I am ...
October 15, 2013Tuesday, October 15, 2013
Do your own "Upfront!" You've heard about these put on by television networks where they host elaborate presentations at places like Carnegie Hall and Radio City Music Hall to preview the new year and lay in their base business with large advertisers. They invite all ...
October 14, 2013Monday, October 14, 2013
Once when songwriter/singer Paul Simon was being interviewed he said, "Between the ages of 15 and 22, I had made only one very minor hit, so I expected everything to be a flop. I was utterly amazed that 'The Sound of Silence' was a big hit." Have you ever had success ...