Converting Cable and Newspaper Advertisers to Radio(1-day) Available: In Dallas | Extension
Ever wonder why so many advertisers are so determined to keep their money in newspaper or move it into cable TV? This seminar explores the history and future of both media, the motivation behind newspaper and cable advertisers, including both positive and negative perceptions of media. Learn how to open a dialogue with clients about a mixed-media approach, and how to demonstrate a dramatic improvement in reach and frequency while increasing an advertiser's effectiveness and lowering their cost-per-thousand at the same time!
This session is loaded with hands-on examples and street-ready tactics that managers and salespeople can start using today to get advertiser money back to Radio. You'll learn:
The state of the newspaper industry
Newspaper's strengths and weaknesses
How to determine a current advertiser's newspaper budget
How to accurately determine short rates
How to position Radio with and against newspaper
The state of the cable industry
How cable is sold
Cable's strengths and weaknesses
How to position Radio with and against cable
How to generate new leads that will add up to BIG MONEY for your station(s)
An Action Plan
Tools And Resources
Intensive, fast-paced programs designed and proven to improve the performance of anyone on your sales staff, from your newest hires to your most seasoned veterans! They’re loaded with practical application, group role-playing and one-on-one coaching, with an emphasis on class participation and action learning! What's more, these classes are often available in a market near you OR can be BROUGHT RIGHT TO YOUR STATION!
New Revenue: Interactive and Alternative Revenue (2-days) Available: In Dallas | Extension
This one and a half day session is for sellers, sales managers, NTR directors, and webmasters looking for ways to capture non- spot revenue!
DAY ONE: Increasing Your “Net” Worth: Making Money with Interactive
Digital media is exploding! New media is encroaching upon traditional Radio and ad revenues are at risk. Borrell Research says this year: "The top website in most large markets will generate more ad sales than the top radio station in that market." Grow your station revenues by stepping up your Interactive revenue efforts. The time is right. .
Gain an awareness of the Interactive marketplace, including an understanding of the value of Interactive to marketers and advertisers.
Lear how to describe your Interactive audience (metrics)
Create specific sales opportunities
Organize your Interactive systems and workflow
Develop a structure for creating your inventory of Interactive products, including how to package Interactive, how to price it, and systems to control Interactive yield management.
Create and communicate sales opportunities that motivate advertisers to buy.
Get results for your advertisers and turn them into long-term Radio/Interactive clients.
DAY TWO: NTR for Money and Fun
Think NTR can’t make money AND be fun? Come learn from RAB’s Brandeis Hall as she guides you on an in-depth journey through:
NTR 101 with manufacturer funding. Learn what you need to know before you choose your campaign, pursue the dollars, or close the deal.
Event and Cause Related Marketing covering the two most visible forms of NTR.
The elements needed to sell a stellar campaign, obstacles to watch for and idea starters for your format.
10 Keys to NTR Sales Success, your step-by-step guide to putting it all together includeing taking inventory of what you have to sell, packaging your campaign, prospecting, making the sale, re-caps, and more!
Copywriting from RAB and Dan O'Day (3-day) Available: In Dallas Only
The Wirthlin Study shows the importance of writing RELEVANT copy to help clients talk to your listeners. Maximize your clients’ ROI on their Radio investment, and position your station for continued renewals by attending this session!
Writing relevant ad copy is easier than you think — if you learn how from people who already have mastered it! Help your clients stand out from the crowd of cliché ridden, laundry list filled commercials as your hosts at the RAB Training Facility unlock an awesome arsenal of strategies, tactics and creative forces that you can use to make your clients think of you as a marketing creative genius and make your job a lot more rewarding for you and your company…with a lot less stress!
DAY ONE: How To Create Maximum Impact Radio Advertising
The Wirthlin Study and its importance to YOU AND YOUR CLIENTS
How to create advertising that truly connects to your customers’ customers
Specific, real-world principles illustrated with lots of great audio examples
DAY TWO: Hypnotic Advertising
Dan O'Day takes you deep into the minds of consumers to teach you simple yet irresistible methods of communicating your sales message on both a conscious and an unconscious level.
BONUS: You can apply all of these methods in face-to-face, direct selling, too.
DAY THREE: Clutter Busting Copywriting
O’Day’s “Sledgehammer Technique”
O’Day’s “Commercial As Problem Solver Method”
O’Day’s “Potent Postal Method” — You’ll produce powerful copy, effortlessly.
Bring your toughest client challenges from back home. You’ll return with terrific, new commercials that you wrote for them under Dan O’Day’s tutelage. Each seat comes with your RAB’s IRONCLAD Money-Back Guarantee: If, at the end of the first day you don’t think the session is worth your time and money, simply turn the materials back into us, and we will refund your tuition within 72 hours. Classes are limited to just 25 attendees.
Making Money with Interactive (1-day) Available: In Dallas | Extension | Online
You can bring this one-day training program designed for market/general managers, sales managers, salespeople, NTR directors, and webmasters to your market.
Attendees leave the program with:
An awareness of the Interactive marketplace, including an understanding of the value of Interactive to marketers and advertisers.
Solutions:
a. How to describe your Interactive audience (metrics);
b. How to create specific sales opportunities;
c. How to organize your Interactive systems and workflow.
A sales structure for creating your inventory of Interactive products, including how to package Interactive, how to price it, and systems to control Interactive yield management.
Presentation skills to create and communicate sales opportunities that motivate advertisers to buy.
Tips on how to get results for your advertisers and turn them into long-term Radio/Interactive clients.
Please note that this session is currently available for stations, groups and broadcast associations.
Strategic Pricing For Stations(1-day) Available: Extension Only
All the best sales training in the world won’t help a station get to budget if it doesn’t have its inventory priced correctly. Your RAB knows how important this is to you and is proud to announce its new Strategic Pricing For Stations Session.
When you bring this one-day session to your market, your team will learn:
What is the lowest you can sell - both price and percentage wise - and expect to make budget. Based on information you send us we will show how to calculate your minimum clearance rates for a variety of sellout percentages using a variety of daypart scenarios.
How to create “Flex” rate cards that offer your advertisers more scheduling choices… and you more ability to utilize off-peak air time.
The fallacy behind “average unit rate” and the unit of measurement that really counts.
How to creating rate classes, terms and conditions to create a favorable business climate for you and your clients.
We will also help you get your sales team to buy into these concepts by conducting a “Strategic Pricing Sales Meeting” with them.
We will leave you with a full set of spreadsheets and “best practices” tools to allow you to keep your stations on track year after year.
The days of “adding inventory” to hit budget are over. You’ll be doing budgets for next year before you know it…don’t let an error in pricing it keep you from hitting your goal.
