Video | Doug Harris Our latest meeting features Doug Harris speaking to a standing-room-only crowd at RAB2008 in Atlanta. Harris has earned a reputation as the world’s premiere broadcast marketing consultant. He has made a practice of out-thinking, rather than out-spending his competitors in ratings and revenue battles. In this excerpt, Harris talks about getting greater value from your promotions by creating an emotional bridge to your listeners.
11 Minutes
208 | Creating An Emotional Bridge To the Listeners With a creative legacy than spans twenty years in marketing and a stable of dozens of broadcast clients around the world, Doug Harris has earned a reputation as the world’s premiere broadcast marketing consultant. Harris has made a practice of out-thinking, rather than out-spending his competitors in ratings and revenue battles. In this excerpt from RAB2008 in Atlanta, Harris talks about getting greater value from your promotions
by creating an emotional bridge to your listeners.
206 | RAB's New CDMC You know the Internet. You know about email and podcasting and user-generated content. You know about permission marketing and opt-in lists and even the dreaded myspace.com. But do you feel comfortable selling the Internet? Let's face it. It's not some fad and it's not going away. And the RAB is here to help.
205 | Co-op: The Money You're Missing In February, the Radio Advertising Bureau presented a webinar, produced by RAB’s VP/Alternative Revenue Development, on understanding Co-op Advertising. In this sales meeting we offer an excerpt from that webinar and some resources where you can get more in-depth information.
204 | The Real Deal on Real Estate and Radio Location, location, location. Isn't that the mantra of the real estate community? Well, just like Radio, real estate is all about being local. As the market tightens, agents need more promotional support than ever. In this meeting we'll explore LOCAL opportunities for Radio in both commercial and residential real estate development and sales.
203 | Ad Sense: The Behavioral Science of Advertising This meeting is an excerpt from a highly rated RAB2007 session. If you'd like to purchase the full audio session, visit mobiltape.com.
202 | Inside Outdoor From a gigantic 1835 circus poster to today’s digital billboards in Times Square, Outdoor advertising continues to adapt ad evolve and it’s important for Radio sales professionals to stay in the know about this competitive media.
201 | Selling in a Challenging Economy Over the last century, economists tell us there have been 20 recessions in the United States. And whether you agree that the country is currently experiencing another one, we are certainly facing a challenging economy. Learn how to position Radio and your station to survive and even thrive in a challenging marketplace.
200 | Hands-On Guide to the All New PROposal Assistant Introducing RAB’s all-new PROposal Assistant, a web-based proposal-writing system that guides you painlessly through the proposal-creation process. In this meeting learn all about this new program and how to make it work for you and your clients.
199 | New Revenue In A Digital Age At RAB2007, Sheila Kirby of Interep and Sue Novicki of Morrison and Abraham led this excellent session. Following is just a short excerpt. If you'd like to purchase the entire session, visit mobiltape.com.
198 | Easier Collections for 2008 If we don't collect the money, it really isn’t worth the time and effort for the sale. In this sales meeting, RAB's Mark Levy talks to Robin Szabo of Szabo Associates, Inc. about what salespeople can do to insure seamless collections.
197 | Missing the Point and Missing the Boat PART 2: NTR. What does it mean? It means "non-traditional revenue." But that begs the question, what is the definition of non-traditional revenue? This is where most in the Radio industry answer, "Oh, it means non-spot revenue." If this is how you define NTR, you are missing the point and missing the boat.
196 | Missing the Point and Missing the Boat NTR. What does it mean? It means "non-traditional revenue." But that begs the question, what is the definition of non-traditional revenue? This is where most in the Radio industry answer, "Oh, it means non-spot revenue." If this is how you define NTR, you are missing the point and missing the boat.
195 | Survivor Radio SURVIVOR RADIO by Kevin O’Brien (president of Broadcast Adventures, Inc., providing sales and management consulting/development for Radio, and long-term revenue development through our PartnersProgram; also on a mission to help managers make Radio “more fun again.")
194 | Growing Your Revenue with Medical Marketing Following is the transcript of an excerpt from one of RAB2007's most popular sessions. The audio is included in the audio portion of this meeting.
193 | Trendspotting in the Pursuit of Revenue by Doug Harris With a creative legacy than spans twenty years in marketing and a stable of dozens of broadcast clients around the world, Doug Harris has earned a reputation as the world's premiere broadcast marketing consultant. Harris has made a practice of out-thinking, rather than out-spending his competitors in ratings and revenue battles.
192 | Surviving and Thriving With the Sales Manager From Hell John DiPietro, President, Advanced Business Concepts/DiPietro, is one of a select number of people in America to have hands-on experience all major media such as print,
Radio, and television. Following is an excerpt from his highly rated session at RAB2007.
190 | Integrated Solutions -- Imagine the Possibilities – Part 2 Following are two case studies for completely different clients, target consumers, and goals. The first case study was paid for out of the distributor's co-op funds (50% -100% reimbursement). The second case study is an example of a marketing objective that cannot be met by Radio alone.
189 | Integrated Solutions -- Imagine the Possibilities, Part 1 Imagine buying a home without ever setting foot in the model, or having a pizza delivered without ever making a phone call, or attending a concert without turning on your television, Radio, or leaving your home. All of these are happening today. The technology is here and people are embracing the possibilities.
188 | A Day Late and A Dollar Short According to critics inside and outside of the broadcast industry, Radio usually seems to be a day late and a dollar short when it comes to hatching innovative ideas in the media business. Recruitment advertising appears to be one of those areas.
187 | Survivor Radio SURVIVOR RADIO by Kevin O’Brien (president of Broadcast Adventures, Inc., providing sales and management consulting/development for Radio, and long-term revenue development through our PartnersProgram; also on a mission to help managers make Radio “more fun again.")
186 | CRMC: Consumer Marketing This meeting shows why It is important for us to work with our clients to understand
advertising needs as consumer marketing is changing: the consumer is getting
older, the workforce is nearly equally split men and women, women are
primary decision makers of many major purchases, and lifestyles are varied.
185 | Make Your Case with RAL One-Sheets Based on input from both RAB Members and a sub-committee of the Radio Ad Lab research committee, RAB is organizing the results from the Radio Ad Lab studies into “one-sheets,” or “sound bites,” to make them more useful at multiple levels of the selling and buying communities.
184 | RAB.com Tools for Managers Imagine ... the leading sales management tools and resources from RAB, pulled together all in place! This is exactly what you'll find in the new section exclusively for sales managers on RAB.com.
182 | 2007 Radio-Mercury Awards Boston-based advertising agency, and first-time entrant to the Radio-Mercury Awards, MMB has won this year's $100,000 Grand Prize with "Badonkadonk," a Radio commercial created for Subway Restaurants.
181 | Research That's Easy to Reach Have you ever had a prospect tell you they weren't really sure if Radio advertising works? Or, have you ever had a client invest money in a schedule, only to cancel because "it didn't work"? You're not alone.
In this sales meeting, we'll cover some solid research available to you that can help you show prospective advertisers that Radio definitely works.
180 | How to Create Copy for Emotional Impact and Incredible Results Three days of tools, techniques, ideas and problem-solving with RAB and Jeffrey Hedquist to bring your clients unprecedented results. Several interactive exercises and lots of examples to inspire await you October 9th through the 11th.
178 | Making Money with RAB.com Last month, RAB rolled out a brand new version of our highly-acclaimed website, RAB.com. To make sure you’re able to get the most from this critical sales-building, money-making resource, we’ve also developed a special orientation that's featured in this month’s sales managers kit.
177 | An Industry White Paper: The Teen Market They are routinely at the forefront of today’s fashion trends, they are perpetually on the cutting edge of technology, and they influence billions of dollars in spending each year – both directly and indirectly.
They are teens, and they represent a market valued at approximately $179 billion in 2006, according to TRU (formerly Teenage Research Unlimited), a subsidiary of Research International.
175 | Selling or Negotiating -- Knowing the Difference Following is the transcript of an excerpt from one of RAB2007's most popular sessions. The audio is included in the audio portion of this meeting.
174 | 2007 Radio Marketing Guide and Fact Book RAB is pleased announce the new edition of the Radio Marketing Guide and Fact Book for Advertisers. In this sales meeting, we'll explore this valuable Radio marketing tool and offer a variety of suggestions for putting the information to work for you and your clients.
173 | Selling Interactive Advertising This course is designed to help sellers unlock their share of an anticipated $7.5 billion local online advertising market and an overall on-line advertising market expected to reach $17 billion! The 8 module program explores new media with a collection of street-level tactics to help sales teams build real revenue from Interactive advertising.
172 | The All-New RAB.com This month, RAB launched an all-new version of RAB.com. The new site unifies all RAB Internet resources in a single, new-site design, creating a common front door with separate content channels for Radio station members, advertisers and agencies, press, and analysts.
170 | RAB/Scarborough Automotive Study Through the combination of Scarborough data on shopping habits, media patterns, lifestyles and demographics of American consumers with Radio Advertising Bureau (RAB) information on vehicle sales, this report is your tool to sell with greater intelligence in the automotive category.
”Mark, we have a help wanted ad we want to run in Radio Sales Today. Please run the following ad copy:
168 | Hitch Up the Reindeer, Santa. It’s Almost Christmas Are you kidding me? Who’s thinking about Christmas in June? Well, if you’re a serious seller hungering after those lucrative Alternative Revenue Streams for your NTR campaigns, you are. If you plan to make real money with your Holiday campaigns, you’re hitting the streets and getting appointments with prospective sponsors already.
For Halloween, you’re almost late. Thanksgiving…it’s on the table. And for the Christmas season, now’s the time.
167 | Surviving and Thriving With the Sales Manager From Hell John DiPietro, President, Advanced Business Concepts/DiPietro, is one of a select number of people in America to have hands-on experience all major media such as print,
Radio, and television. Following is an excerpt from his highly rated session at RAB2007.
166 | Breaking the Daily Habit Some say newspaper's origins date back to the mid-1400s when Gutenberg invented the printing press. And newspaper has operated in much the same way it always has over these hundreds of years, but seismic shifts are taking place now: newspapers' decreasing circulation, continued media fragmentation, electronic news delivery, time poverty among busy Americans, and changes
in retail advertising. They're shaking newspaper to its core.
165 | Searching for Sponsorship Clues? We've Got a Spy in their Camp. Wouldn't it be groovy to have a spy on the inside of potential sponsor's organizations? Your very own Bond -- James Bond -- sending secret messages and cryptic codes giving you the scoop on their hot buttons and buzz words? What needs were discussed and decided upon at their last interminable committee meeting?
164 | Inside the Academy: Getting to the Close Success in closing is more than magical words when asking for the order. Closing is a system. The RAB Radio Training Academy Seven Steps to Selling Success:
163 | The Consumer in the Driver's Seat with Betsy Lazar, Executive Director, Advertising and Media Operations for General Motors Corporation (GM)
162 | Superior Customer Service Customers are the most important resource that any organization possesses. Never forget that
customers alone provide you with your livelihood. Period.
Following is a transcribed excerpt from the highly regarded session at RAB2007. If you would like to order the audio for the entire session, please visit www.mobiltape.com.
159 | RAB2007 Highlight: Futureview – Creating and Sustaining Competitive Advantage Why is your windshield larger than your rearview mirror? It helps to know what's up ahead. And I think a lot of us get blindsided by things that come up on us. As a matter of fact, you've all heard about destructive technologies. Destructive technologies destruct entire industries. However, a destructive technology is only destructive if you didn't know about it ahead of time. So let's think about some of these things ahead of time and see how they can play into how we can grow.
158 | Radio and the Power of Imagination We all create advertising. And we all spend days, hours, weeks, and years finding ways to reach, touch, and motivate customers to buy our clients' products and services.
157 | Cable: Growing Threat or Overrated? Are more of your clients and prospects are talking about cable? Considering the revenue growth the cable industry has experienced over the past decade, many advertisers are doing more than talking about it.
156 | A New Case for Radio Good morning. Over 140 million people are listening to the Radio this morning. They are listening while waking up, dropping their kids off at school, and driving to work. And, they are going to keep listening all day long! Over the next 24 hours, nearly 194 million people will have listened to the Radio. In their offices, on the way to the store, while preparing dinner, driving home, and getting ready for bed, Radio is right there with them.
They can do this because Radio is wireless and Radio is mobile. They choose
to do this because Radio provides them with news and entertainment that
is relevant to their lives.
155 | Recruitment is a Marathon…Not A Sprint. Part 2
When will Radio stop hiring (and hoping) that the hire of the month works out? In this second of a two-part excerpt from his unique RAB2006 session, Professional Selling Principles founder Jeffrey Myers shares some surprising responses from Radio sellers about the industry and what to look for when recruiting.
154 | Recruitment is a Marathon…Not A Sprint. Part 1 When will Radio stop hiring (and hoping) that the hire of the month works out? In this first of a two-part excerpt from his unique RAB2006 session, Professional Selling Principles founder Jeffrey Myers talks about new initiatives for better recruitment and how recent studies should challenge those in Radio who have the power to change the industry.
153 | Eight Simple Rules for Auto Dealer Results, part 2 Keeping car dealers on the air can be more difficult than getting car dealers on the air. The 2nd half of this informative session from RAB2006 continues Dave's revealing look at the auto industry and how used car sales versus new car sales can drive their advertising needs.
152 | Eight Simple Rules for Auto Dealer Results, part 1 Keeping car dealers on the air can be more difficult than getting car dealers on the air. This informative session from RAB2006 was so jam-packed with information, we made this excerpt into a two-parter and that's only concerning Rule Number 1: Know Their Business! In this first excerpt, Dave talks about the state of the auto industry and how pricing and incentives affect their bottom line.
151 | Revitalizing Your Sales Staff by Wayne Ens, Ens Media, Inc. Your salespeople are some of the most important “customers” you deal with. Every sales meeting should be productive and the only valid reasons for having a sales meeting include to: inform, train, build team cohesion, give recognition, problem solving, and building on the company’s vision. Plan from the salesperson’s perspective and don’t go over downers without beginning with a positive intro and positive exit. A written agenda will help keep everyone on task and invite other people to speak at the meetings.
150 | So You Didn’t Get The Sale … Now What? You work hard. You do a good CNA, a good proposal, make a good presentation, address the client’s objections, and still the client says, “No.”
149 | Quick! I Need A Commercial! When writing a quick commercial, first determine the goal of the spot then narrow the focus and find out what separates the client from their competitors. Determine what style is best to convey the message and avoid using cliches. Examples of styles include Straightforward, Testimonial and Slice of Life.
148 | 5 Things I Love About the 2007 Promotional Calendar Non-Traditional (and specifically, Sponsorship) Revenues are predicted to be up this year. But where does one go for the grooviest ideas? Start with the 2007 Promotional Calendar for inspiration and insight to put the Show back in Show Business and more Benjamins in your bank account.
