Tag Archives: Sales

Points vs. Perks

Loyalty Marketing has been around for several decades now. The radio industry first tasted success with the concept through “Listener VIP Cards” in the 70’s & 80’s, and now through online rewards programs offered by vendors such as Enticent (Stickyfish) and Mass 2 One. It was airlines who truly capitalized on the idea with their frequent flier programs. Unfortunately, they’re becoming far too commonplace today as I see consumers in line with a wallet or purse full of membership cards to every pharmacy, grocery store, airline, gas station, and electronics store in town — not to mention new incentives offered by credit card companies or the still popular “Marlboro Miles” program.

Radio must find innovative ways to make our listener clubs more relevant to brand users for increased participation that benefits advertising partners and helps achieve programming objectives. The “earn points for prizes” strategy just won’t cut it today.

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Listeners vs. Users

Trade publication Inside Radio quotes Bonneville‘s Director of New Media, James Webb, saying radio needs to stop thinking of its cume as “listeners” and consider them “users.” He says, “Listeners are engaged only when the radio is on. Users connect with you in other ways.” This has tremendous implications for our industry, and extends our footprint beyond terrestrial radio to the world of multimedia applications (and revenue).**

Coincidentally, the Association for Downloadable Media today released their Podcast Consumer Revealed 2008 study, derived from the 2008 Internet & Multimedia Study conducted by Arbitron and Edison Media Research.

The audience for downloadable is not only growing, but also represents a very attractive target for advertising. Continue reading

Off to an underwhelming start.

The first advertising revenue figures of the year are now coming in with the January 2008 Miller-Kaplan report. New York City posts a 7.5% drop at radio. But, as bad as radio may look to outsiders, things are worse at print where the New York Times just fired 100 people. Magazines are feeling the pinch from lower automotive and financial services buys. And, the Writer’s Guild of America strike will certainly affect TV revenue for Q1 & Q2. The big number to watch, though, is the subprime mortgage rate – the first indicator for a national economic recession, which has everyone spending cautiously at the moment. The good news is radio looks much better for February and March.

The opportunity now is for radio to present a uniform message to advertisers that our medium is the most cost-effective means of reaching the most consumers, with high frequency, and specifically targeted campaigns. Our value is clear when compared to the TV and print.

Digital Dollars – Your New Sugar Daddy

The future of radio’s revenue share from digital advertising was another hot topic at the Radio Advertising Bureau conference in Atlanta today.  And, with $8-BILLION at stake, I understand why!

Unfortunately, just putting up a website doesn’t mean anyone will care; or, that advertisers will cut you a big check.  Entercom‘s VP/Digital, Sandy Smallens, called the Internet “the latest place where we can take our brands to bring them alive.”   To interpret, that means we have to be interactive. Continue reading

PPM may mean deeper buys at radio.

One of the more interesting reports out of the RAB’s opening day in Atlanta came from Arbitron’s session on the PPM.    Janice Finkel-Greene, Executive VP of Futures & Technology (love that title) at the Initiative ad agency says, “Deeper buys are the difference.”  This could be good news for lower-tier stations who have been passed over for buys; but, it could also mean bad news for stations who traditionally get a bulk of dollars from major advertisers. Continue reading

Deliver A Presentation Like Steve Jobs

Carmine Gallo, a business communications coach and Emmy-Award winning former TV journalist, is the author of Fire Them Up! and 10 Simple Secrets of the World’s Greatest Business Communicators. He writes his communications column for Business Week.

Read his analysis of Apple CEO Steve Jobs’ presentation skills and 10-step plan to deliver a powerful keynote address, click here. Re-printed from BW.

When Apple (AAPL) CEO Steve Jobs kicked off this year’s Macworld Conference & Expo, he once again raised the bar on presentation skills. While most presenters simply convey information, Jobs also inspires. He sells the steak and the sizzle at the same time, as one reader commented a few years ago.

I analyzed his latest presentation and extracted the 10 elements that you can combine to dazzle your own audience. Bear in mind that Jobs has been refining his skills for years. I broke down his 2007 Macworld keynote in a previous column (BusinessWeek.com, 7/6/07) and in a chapter in my latest book. Still, how he actually arrives at what appear to be effortless presentations bears expanding on and explaining again.

1. Set the theme. Continue reading

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