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RAB MEMBER BENEFITS WEBINAR

RAB MEMBER BENEFITS WEBINAR. New Prospects and New Prospecting Techniques. Radio experience Programming Sales Sales Manager General Manager Market Manager Interactive experience VP Sales Clear Channel Interactive Companies include Great Trails Broadcasting

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RAB MEMBER BENEFITS WEBINAR

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  1. RAB MEMBER BENEFITS WEBINAR New Prospects and New Prospecting Techniques

  2. 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

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

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

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

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

  7. Prospects

  8. Prospects

  9. Prospects

  10. Prospects

  11. Prospects

  12. Prospects

  13. Prospects

  14. Prospects

  15. Prospects

  16. 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

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

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

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

  20. 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

  21. 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

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

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

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

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

  26. 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

  27. 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.

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

  29. 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…)

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

  31. My Website

  32. 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

  33. 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

  34. 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

  35. Search EngineOptimization • Website Title tags and Meta tags • Keywords in Facebook and LinkedIn • Tags in YouTube

  36. Hot Digital Prospects • SMBs • Auto dealers • Health & exercise clubs • Jewelers • Spas & beauty salons

  37. Thank You! Watch for an e-mail with a link to the downloads member_response@rab.com 1-800-232-3131 John Potter VP/Training Radio Advertising Bureau jpotter@rab.com

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