Digital Focus | Friday, March 7, 2014

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Conference Highlights New Ideas, New Opportunities
Keywords: Digital Media

Digital advice, ideas, and success stories flowed at the Borrell Local Online Advertising Conference early this week in New York. Two days of speakers, panels and networking were upbeat and attendees appeared encouraged about digital revenue opportunities for legacy media.

(Source: John Potter, RAB, 03/06/14)
RAB Training Sessions at the NAB Show

The Radio Advertising Bureau will present five revenue and growth oriented sales and marketing sessions at this year's NAB Show, to be held in Las Vegas April 5-10, 2014.

On Monday, April 7, from 3:15-4:00 PM, Radio’s Best Ad Categories for Your Sales Staff to Target will be the featured presentation. This seminar will highlight the automotive, healthcare and political categories, and explain how you can get more of their ad spend.

For more information on the NAB Show, follow this link.

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Digital Agencies Grow Incremental Revenue
Keywords: Digital Media

More and more legacy media are adding digital agencies to consult SMBs with their digital needs. Services include website design, mobile design, SEO, SEM, social media, and reputation management.

(Source: John Potter, RAB, 03/06/14)

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Millennials vs. Perennials
Keywords: New Media

A panel session at the Borrell Local Online Advertising Conference this week featured 20-somethings and was followed by a panel of 70-somethings.

(Source: John Potter, RAB, 03/06/14)

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Daily Sales Tip: Audio Specs Work, Digital Specs REALLY Work

You have undoubtedly increased your closing ratio when you include a speculative commercial (some call them demo commercials) in your presentation to a prospect. In spite of how well they work, we don't always have time to write and get specs produced before presenting.

Digital specs work as well or better than audio ads and they are easier to produce when you have a little help from a display ad production vendor. One is PaperG. There are other vendors with similar products, but I met people from PaperG at the Borrell Local Online Advertising Conference earlier this week and they told me they have templates, images, and sample text on their website for you to quickly and easily create an online display ad.

They said their research shows the average closing ratio is 20% for a digital ad, but with a spec, the closing ratio doubles to 40%.

No matter what medium you sell, roll up your sleeves and create specs. You'll increase your closing ratio.

Source: John Potter, SVP/Professional Development, RAB

Account Executive, WRAL-FM - Raleigh, NC
Sales Manager, West Virginia Radio Corporation

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