RAB MEMBER BENEFITS WEBINAR

1. RAB MEMBER BENEFITS WEBINAR New Prospects and New Prospecting Techniques TECHNICAL ASSISTANCE: call RAB Member Response at 1-800-232-3131. WEBINAR AUDIO: Available through computer speakers and microphone (recommended) or by calling 1-800-244-2500 . PIN code: 993851#. MUTE and UNMUTE by touching *1. Audio may be recorded… for “training purposes.”

2. If at any time you have… technical difficulties 800-232-3131 RAB Member Response

3. Audio tips… On the phone? Touch *1 to mute your line during open lines Listening over your computer? *1 Unmute your mic when you want to talk. Mute your mic when done. Touch *1 again to unmute your phone

4. You can ask questions… Click the Q&A tab to type us a note

5. PDF of slides • Will be available • Watch for an e-mail following today’s webinar a link to download

6. Radio experience • Programming • Sales • Sales Manager • General Manager • Market Manager • Interactive experience • VP Sales Clear Channel Interactive • Companies include • Great Trails Broadcasting • North American Broadcasting • Taft Broadcasting • Great American Broadcasting • Citicasters • Jacor • Clear Channel • Cumulus • RAB past 7 years John Potter VP/Training Radio Advertising Bureau jpotter@rab.com

7. What’s in store… • Resources to identify new prospects • Digital’s expanded ad categories • New prospecting tools • Pre-selling prospects with digital resources

8. Prospecting Resources • The importance of prospecting • Category trends

9. The Seven Steps To Selling Success • Prospect • Get appointment • Research • Client Needs Analysis • Create proposal • Present • Close

10. Prospects Exercise: Describe your typical listener or viewer

11. Prospects Exercise: Describe your typical listener or viewer List businesses whose typical customers are a match

16. Prospects

17. Prospects

18. Prospects

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24. Prospects

25. Qualifying Prospects • Customer station match • Advertiser frequency • Monthly ad spending • Gross Monthly sales • Co-op/vendor support • Industry growth potential • Local market competition • Local access to decision maker

27. Expanding Ad Categories • Digital advertising SMBs • Website • Special sections • Directories • Sponsorships • Auctions/coupons • Mobile, Text Messaging

28. Expanded Categories Your broadcast advertisers Your digital advertisers All advertisers

29. Expanded Categories Your broadcast advertisers Your digital advertisers All advertisers

30. Lots of Prospects City Businesses • Los Angeles Dallas • Kansas City Dayton Brownsville Aspen • 193,000 • 143,000 • 40,000 • 32,000 • 10,000 • 3,000 Source: Manta Business Directory, 2010

31. Small to Medium Businesses

32. Small to Medium Businesses • SMBs (96% of all/ >25 employees) • Small orders ($1,400 / month) • Long-term – 12 months • Yellow Pages and direct mail • Sell Format2008 Online Spend Banner ads 54% Streaming A/V 8% Direct e-mail 6% Source: Dunn and Bradstreet, 2009; Borrell Associates, 2009

33. New Tools • Search • Prospects • Advertising • Websites • Social media

34. Search furniture madisonwi “rubin’s contemporary furniture”

35. The Necessity of a Formal Sales Process Source: Sales & Marketing Management, October, 2008

36. Prospects’ Websites Positioning statements Brands (Co-op?) Number of stores & locations Subscribe to their newsletter Click “About Us” & “Contact us”

37. Searching LinkedIn

38. Searching LinkedIn • Advanced search (100 free) • Keywords • Geography • Industry • Search companies with 1st & 2nd degree connections • Get introduced through connections • Research companies through current & former employees Source: Crystal Thies, Social Media Strategist

39. Searching Facebook

40. Searching Facebook Contact: Sharon Lutterman, Manager “sharonlutterman” “sharonlutterman” manager “sharonlutterman” madisonwi Sharon is a big fan of Farmville and plays a lot. She is married 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.

41. Pre-selling Prospects • Station website • Personal website • Blogs • Video • Social media

42. Station Website

43. 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 • Call letters • Address • Phone • E-mail • Social media (Twitter, Facebook, LinkedIn…)

44. Pre-selling Yourself “Sell yourself first”

45. Pre-selling Prospects “Sell yourself first” What do customers ultimately buy after viewing this item?

46. My Website

47. My Website Buy your own website address Create your marketing website Feature MARKETING information primarily Make it enjoyable (perhaps include humor, motivational quotes…) Include BENEFITS of doing business with you Include your contact information Include your social media links

48. LinkedIn To Position • Name (first, last only) • Headline (not title, but what you do) • Websites (customize) • Optimize for search (2-3 word phrase) • Summary (first person) • Recommendations (10 plus) • Applications (reading list, blog, SlideShare…) • Groups • Update often • Import contacts to build connections Source: Crystal Thies, Social Media Strategist

49. YouTubeTo Position

50. YouTubeTo Position Content must be useful marketing information Look professional Smile Use quality mic and audio Include keyword in the video tags Link from your website and Facebook page