Recorded Live: March 12, 2013

Non-Traditional Isn't Non-Traditional Anymore

Advertisers no longer view their sponsorships and other promotional marketing efforts (events, cause marketing, sports marketing, etc.) as inferior to their on-air advertising. in fact, most companies have been investing greater dollars in these areas than in traditional advertising venues for nearly a decade.

Stations that are serious about meeting revenue goals are learning that off-air assets can be just as lucrative, or more so, as any on-air campaign. As advertisers of all sizes looking aggressively for opportunities to connect with consumers beyond traditional channels your stations can be positioned to reap the financial benefits.

In this webinar, you'll learn:

• How to find the decision-makers who control "non-traditional" budgets
• What specific objectives marketers are looking to achieve with these campaigns
• Ideas and case studies on a variety of revenue-building programs you can implement at your stations

Price: $49.00
Click here to order

Recorded live March 7, 2013

Benchmarking Radio's Online Revenue

Radio websites generating millions of dollars? Highly profitable? Join us for a lively webinar as we discuss the findings of the Borrell-RAB report, "Benchmarking: Local Radio Stations' Online Revenues." The webinar will feature the report's principal author, Gordon Borrell from Borrell Associates, as well as Rob McCracken, Director of Business Development and Strategy for Hubbard Interactive, who will discuss Hubbard's strategies for driving digital revenue. Hubbard is a top digital performer in the radio industry. The webinar will help stations "get square" on how much they should be making - if they want to be average among peers - but focus mainly on how much is possible based on Borrell's survey of digital revenues and expenses at thousands of local media properties.

Free
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Recorded Live: February 5, 2013

Auto Dealer Marketing Will Never Be the Same
(There's a New Philosophy and New Needs From Radio)

Auto dealer advertising has changed 180 degrees from traffic-driving, on air commercials in the digital age. Now, dealers are driving traffic by buying Internet leads.

Radio remains viable and important to dealers, just for different reasons. This webinar features an inside look from the dealer perspective of what you need to be talking about when calling on them.

What you will learn in this webinar:

• What a 14.5 million vehicle years means to automotive marketing
• How Internet leads drive traffic
• The value of branding with radio
• What is important to dealers: the profit centers
• How to use the automotive vocabulary to build credibility
• The data to dazzle dealers

Join RAB's John Potter and guest presenter, Art Versnick, former radio manager turned auto dealer marketer, as he gives us a look from the inside of auto dealerships.

Price: $49.00
Click here to order

Recorded Live: December 4, 2012

Digital Changes the Shape of Advertising
A Look at 2012 Online Revenue and the 2013 Forecast

Local advertisers are spending more in online advertising and promotions than you may think. Gordon Borrell, CEO of Borrell Associates, presents findings of 2012 local online advertising and promotion revenue. He will delivers 2013's revenue forecast. Learn why Borrell Associates' slogan says it all: "Tomorrow's Media, Understood Today."

• You'll get a link to find your market revenue, broken out by State, CBSA, TMA, DMR and County
• You'll learn which media are doing the best job selling digital
• You'll get ideas for digital advertising products that generate the most revenue
• You'll find out the easiest products to sell - the low hanging fruit - you can sell at your station(s)

Price: $49.00
Click here to order

Understanding Fundamentals of Co-op Funding

Each year, some $50 billion of media advertising is financed through co-op programs. Yet millions of co-op dollars go unused every year because Radio sellers don't know to ask for it or don't how to use it efficiently.

While local retailers often bemoan a lack of advertising monies, there are thousands of manufacturers who will pay for all or part of your local retailers' advertising through Co-op Funding.

In this webinar, sellers and managers will get up to speed on the fundamentals of Retail-Driven Co-op Funding and ways they can increase advertising revenues and cut back on retailer attrition using co-op dollars.

In this one-hour session, you will learn:

• To calculate the Co-op available in your market.
• How to prospect for co-op-rich categories.
• Your station's access to Internet and other off-air co-op.
• To use RAB's co-op tools to get a running head start.

Price: $49.00
Click here to order

Recorded Live: November 8, 2012

X-Treme Co-op: Winner Takes All

Selling dealer groups and distributors is like getting your Ph.D in co-op. You need to have mastered the business before you take on groups. But if you’re ready for a highly competitive Co-op approach with a winner-take-all end result, join us for this one-hour webinar in which you’ll learn:

In this webinar, learn to:

• How to stack the deck in your favor 
• Integrated strategies to use ALL of the available co-op 
• Keys to sell them into an annual program 
• Co-op-rich Dealer Group / Distributor categories

Price: $49.00
Click here to order

Recorded Live: October 9, 2012

Deep Account Selling

Decisions on where to place the Big Dollars are made by Chief Marketing Officers, Brand Managers, and Agency Account Executives. To reach the serious decision-makers and build an integrated campaign worthy of the Big Dollars, you must expand your relationships vertically within marketing and agency organizations.

In this webinar, learn to:

• Explore below the surface of a company's organizational structure
• Identify decision-makers who influence the most relevant budgets
• Craft CNA questions that interest Executive and C-Suite officers
• Know what you need as a take-away in order to move forward
• Distinguish categories on the upswing
• Determine RAB research that saves you time and effort

Price: $49.00
Click here to order

Recorded Live: September 11, 2012

Online Promotions: What They Are & How You Can Capitalize on This Opportunity

According to Borrell Associates, online promotions is expected to grow to a 72 billion dollar industry by 2016, which is more than double its current level, while banner and other online advertising are leveling off.

Radio is the king of promotions. Join Second Street's President, Matt Coen, to learn how your station can grab its fair share of this huge revenue opportunity.

You'll discover how you can easily create a promotions campaign for a quick revenue boost and how you can build a sustainable revenue stream from contests, deals, and other promotional opportunities.

This webinar is for any broadcast or digital salesperson or manager. You'll get the creative concept, the proven sponsor categories to prospect, and action plans to hit the streets running.

Price: $49.00
Click here to order

Recorded Live: August 9, 2012

Budgeting Strategy And Tactics For a Successful 2013

Budget time is just around the corner. If you have not attended an RAB webinar on budgeting, or if you could use a review of some sound, fundamental, budgeting strategies before you submit your 2013 budget, plan on joining us as we discuss strategies, systems and tactics to help you create a meaningful budget. In this webinar you'll get:

• A process for developing your budget
• Resources to help you project revenues
• Economic, advertising and station factors that influence your budget
• A discussion on staffing realities that affect your future revenue
• A budget template if you don't already have one from Corporate
• Tools to use with your sales staff to involve them in the process

Who should attend? Radio managers and sales managers. An accurate budget can be the single most important document to assure any manager's successful year. Join us and get ready for a great new year.

Price: $49.00
Click here to order

Recorded Live: July 24, 2012

Write Right! Effective Copywriting

In our rush to do online, digital, social marketing for our clients we often forget the most powerful tool we have to get advertisers results - effective copywriting.

You can get your audience members to call, visit, click only if you touch them emotionally, because that's how they make buying decisions.

The techniques you'll learn in "Write Right" have generated millions of dollars for clients of every size in just about every market in North America.

Proven techniques that can make your clients and you money. And they don't take forever to learn and apply.

• You'll learn why the CNA can be an obstacle to getting the best information.
• The surprising questions to ask your client to give you what you need to do a great campaign.
• Technique to activate every one of your audiences' senses
• 3 ways to break through the wall of mediocrity.
• The most powerful technique known to make every commercial interactive.
• Plus lots of audio examples demonstrating the techniques.

Presenter: Jeffrey Hedquist, President/Creative Director, Hedquist productions, Inc.

Every day, Jeffrey turns marketing problems into successes for advertisers, distills the principles and passes on that information to broadcasters.

Going from market to market, in person or by telephone or internet, he helps people just like you make money by helping your advertisers make money.

You've heard his commercials for national advertisers like Goodyear, McDonald's, Delta Air Lines, Sunbeam…as well as for local direct clients in every size market.

You've read his articles. You've been to his seminars, workshops and teleseminars. You're one of the 10,000 + subscribers to his newsletter. You've learned from his information products. You've laughed at his jokes…

And now he's here to give you some effective ways to write commercials that get results.

Price: $49.00
Click here to order

Recorded Live: July 10, 2012

Social Media Revolution and Revenue

A revolution is a power shift from a few to many. That's the power shift taking place today. It doesn't mean radio cannot generate revenue from social media. It means we need to look at new ways of generating that revenue. Lori Lewis, Digital & Social Media Strategist at Jacobs Media, shares social media money making ideas. Join us to learn:

• Social media ideas you can sell to your advertisers
• How to use the top 5 social media sites with revenue producing ideas
• The most effective techniques for generating advertiser results
• To avoid shameless self-promotion that backfires
• How to make your Social Media site socially successful

This webinar will give experienced social media marketers new sales ideas and will give social media newcomers a fundamental understanding of the medium to get you started right.

What attendees said:

"Great seminar! Thank you!"

"Thanks sooooo much for the awesome webinar on Social Media. Very informative!!!"

"We appreciate you so very much!"

"I wish I had my program directors on the call - I only had my sales staff."

Price: $49.00
Click here to order

Recorded Live: June 28, 2012

ROR vs. ROI

In the endless battle for Ratings and Share, broadcasters have become adept at generating powerful audience loyalties. Our audiences return again and again to their favorite personalities, their preferred programming, and myriad other station elements. And advertisers are keen to access the relationships we have with the consumers that use our stations and leverage that loyalty to their own brands. In this webinar, learn to:

• Create loyalty-transfer using your on-air assets, social elements, and event marketing
• Provide meaningful ROR and ROI for advertisers while growing your station's bottom line
• Examine case studies that increase audience engagement and results for advertisers

Price: $49.00
Click here to order

Recorded Live: May 8, 2012

Consultative Selling of Multi-Media

Join RAB and special guest Jon Erdahl, President, 3D MediaVentures, for this webinar and learn the power of consultative selling and marketing mix. Client Needs Analysis (CNA) questions are different than they used to be. The basic information is now available online and time with advertising decision makers is too short. Ask questions that are informed, professional, tailored to the advertiser category. Once you uncover the multi-media marketing needs of your prospects, you will be able to create integrated marketing campaigns that get better results for the client and your station. Here's what we'll cover:

• What advertisers expect us to do in client meetings
• Sample CNA questions in today's new marketing landscape
• Sample recommendations for a number of advertiser objectives
• Powerful integrated marketing ideas

Price: $49.00
Click here to order

Recorded Live: April 3, 2012

Deals, Hyperlocal and Integrated Campaigns

Integrated Campaigns Supporting Daily Deals Captures More Local Ad Dollars

Radio's changing landscape of campaigns that include digital, social, mobile, and daily deals along with broadcast are generating new revenue. Deals are a big part of broadcaster's opportunities. This webinar will give you new ideas for making money with deals whether you have been in the deal business or just getting started. Join RAB's John Potter and Guest Presenter, Jennifer Norris, Digital Sales Manager at Clear Channel's leading Deals market. You will learn:

• The best categories for Deals' prospecting
• How to package Deals into your campaigns and create incremental revenue
• Components of a proposal that most likely sells
• Deals packages that create client success

Price: $49.00
Click here to order

Recorded Live March 6, 2012

Accountability For Managers & Salespeople

Strategic and Tactical Tools To Keep On Task

Holding yourself or your team accountable is a challenge with the many daily tasks pulling us in different directions. Knowing your goals, writing down the tasks necessary to achieve those goals, and having a plan that helps you execute them is critical to successful sales and sales management.

This webinar covers:

• Tested and successful systems
• Formulas to keep on track
• Strategies and tactics that will help you take control of your day, week, month and year.

Price: $49.00
Click here to order

Recorded Live February 21, 2012

Mobile Marketing Makes Money

Get in on Mobile Media's Fast-Growing Advertising Revenues. Many stations are developing mobile advertising ideas, integrating them into proposals for advertisers, and increasing results for advertisers while increasing revenues for the stations. Join us and get ideas for your mobile campaigns.

Price: $49.00
Click here to order

Recorded Live February 7, 2012

Addressing Objections to Integrated Marketing Solutions

Addressing a client's objections is just part of the sales process…albeit usually our least favorite part. Prospects raise objections because they have questions about your credibility, the solution your station is offering, and its true value for their money. Every buyer has these concerns, but you can surmount them to close the sale. In this webinar, learn to:

• Know the most common objections in advance
• Create a conversation that keeps the client moving forward
• Identify the client's TRUE objection(s)
• Persuade without seeming pushy or obnoxious

Price: $49.00
Click here to order

Recorded Live: January 24, 2012

Rev Up Your Auto Dollars!

Automotive's best months are in the spring. Now is the time to be talking to your dealers. Be ready with informed and professional questions and recommendations based on your knowledge of the automotive category. In this webinar you will learn:

• Automotive advertising funding sources
• To speak the language of the industry
• Marketing news dealers expect you to know
• Dealer objectives
• Changing marketing concepts in dealerships

Price: $49.00
Click here to order

Recorded Live: January 17, 2012

5 Things Advertisers and Agencies Want

Be prepared for meetings with advertisers and agencies. Know in advance what they most likely want:

• Creative solutions
• Custom recommendations
• Integrated media

Hear what America's leading advertisers and agencies want and expect when they meet with you. A series of audio/video interviews will be shared.

Price: $49.00
Click here to order

Recorded Live: November 10, 2011

Sales Management Series: Problem Solving Simplified

Problems? At a broadcast property? Well, as hard as it is to believe, there are SOME stations that have problems. If you or someone you know works at a station where "the big uglies occasionally rear their heads," join us as we explore strategies and tactics to slay the "problem dragon." Topics include:

• Why having no problems is truly overrated
• Why we avoid making decisions
• Problem types and how they differ
• Step by step strategies for solving problems
• You've made a decision...now what?

Price: $49.00
Click here to order

Recorded Live October 27, 2011

Social Media: Connect To Listeners and Revenue

Social Media is not a tactic, it's the future. And it requires a strategy by programmers and sales professionals. In this powerful one-hour session, RAB's John Potter and Jacobs Media's Lori Lewis will demystify, educate and connect the social media dots:

• Programming
• Listeners
• Sales
• Clients

Learn why social matters, the components of an umbrella strategy, and how programming and sales are using social. You'll hear case studies that will give you ideas you can use to sell advertisers integrated marketing solutions that incorporate your social elements.

Price: $49.00
Click here to order

Recorded Live October 19, 2011

Coffee Is For Closers - New Prospecting Tools to Close sponsored by The List

In the movie Glengarry Glenn Ross actor Alec Baldwin tells salespeople free coffee in the office is for closers and dismisses excuses that leads are weak.

In radio, leads are not weak when you properly target, find, research and qualify prospects. Join RAB's John Potter and guest presenter, David Currie, Chief Marketing Officer of The List, as they outline:

• Prospecting that leads to more closes
• Digital tools to target, find, and research prospects
• Research tools that make your job easier and more productive
• The RAB Prospect Evaluation Calculator©.

This new approach to a tried and true element of sales will save you time, make you look good to prospects, help you establish relationships, and ultimately CLOSE MORE BUSINESS.

Participation is free courtesy of The List. The List provides new business development and sales professionals with exclusive access to search for accurate B2B sales leads within a verified database of 100,000+ highly targeted marketing, advertising, and media decision makers. www.thelistinc.com.

Price: $0.00

Free
Click here to view

Recorded Live October 11, 2011

Integrated Sponsorship Revenue; Sell Clients What They Need and Want

"Nobody buys a drill because they want a drill; they buy one because they want a hole."
Let's face it: no potential sponsor wants to buy your Package A, B, or C. What they want is access to a combination of tangible and intangible assets that helps them reach their business goals. It has never been more critical for you to take full advantage of current and potential partnerships and build long-term, multi-annual relationships.

In this webinar, you will learn to:

• Identify new sources of corporate dollars
• Create new opportunities using current assets
• Understand the value of Activation to sponsors
• Identify the most active categories and their hot-button objectives

Who should attend?
Every radio salesperson and sales manager will benefit from knowing what clients want and how to put together integrated ad campaigns to solve those wants.

Price: $49.00
Click here to order

Recorded Live, November 16, 2011

Getting a Bigger Share of the Political Advertising Pie

In politics, winning is everything! The political category, no longer a cyclical business, has a projected $4.8B dollars in political spending for 2012. How do you get a bigger piece of the political ad dollar pie? Within this webinar, you'll learn the keys to developing a successful sales strategy in this all important arena for Radio. Topics covered will include: the political landscape defined, understanding the intricacies of political advertising including unit rate structures, selling radio's strength's and those of your stations' brand and more. We'll also show you how to take advantage of the political handbook, calendar and other tools available on RAB.com. This is a must attend for political sellers and political sales managers.

Join us as political experts Anne-Marie Petrie, VP, Political Director for CBS Radio, Patrick McGee, VP, Manager for Katz Radio Group are hosted by Sheila Kirby SVP, Professional Development RAB, to provide you with insights on how to prospect, approach, and sell to these political advertisers and gain a bigger piece of the pie.

• Understanding the national and local Political language
• Issue vs. candidate funding
• The role of political consultant, agency and campaign director
• Compliance and steps to success

Who Should Attend?

This session is for Radio sellers and managers who are actively seeking dollars from the 2012 campaign.

Price: $49.00
Click here to order

Recorded live August 17, 2011

Want Fries With That? Integrated Sales to Fast-Food/Quick Service Restaurants

"There's a huge need for local-store marketing, now more than ever. National marketing just can't do it all." The Quick Service industry is recognizing that Radio is well-positioned and experienced in efforts Quick Service Restaurants are initiating: sampling, digital marketing, in-store campaigns, Cause Marketing, crowd sourcing, and integrated messaging – and with a built-in, responsive consumer audience.

• Learn how much money is actually in play across the QSR Industry
• Find funding at local, regional, and national levels
• Discover trends and areas of growth w/opportunities for Radio
• Actual case studies from Subway, Firehouse Subs, and more

Price: $49.00
Click here to order

Recorded live August 11, 2011

Sales Management Series: Budgeting To Assure Success In 2012

Budget time is just around the corner. If you have not attended an RAB webinar on budgeting, or if you could use a review of some sound, fundamental, budgeting strategies before you submit your 2012 budget, plan on joining us as we discuss strategies, systems and tactics to help you create a meaningful budget. In this webinar you'll get:

• A process for developing your budget
• Resources to help you project revenues
• Economic, advertising and station factors that influence your budget
• A discussion on staffing realities that affect your future revenue
• A budget template if you don't already have one from Corporate
• Tools to use with your sales staff to involve them in the process

An accurate budget can be the single most important document for a manager to have a successful year. Join us and get ready for a great 2012.

Price: $49.00
Click here to order

Recorded live July 13, 2011

Advertiser Spotlight: Financial Institutions

The financial industry is alive and well in spite of the financial crisis of the past few years. After suffering bank closings, stock brokerage consolidations and mortgage losses, many firms in banking and on Wall Street are enjoying record profits. Advertising and marketing are different, but still important to the financial ad categories. Banks need customers, brokers need clients, mortgage companies need to make loans, and credit card companies need consumers.

Join RAB's John Potter, with guest presenter, Sue Novicki, President of Morrison and Abraham, for the information you need to close more Financial Industry business:

• Industry trends and marketing opportunities
• The best prospects and how to identify them
• Consumer needs for financial management
• The growing importance of online and mobile banking
• The evolving competitiveness between financial institutions
• The new role of credit unions
• Demographics and ethnicity of banks' best prospects

This fast-paced presentation provides the information you need to prospect, determine needs, develop presentations, and sell more financial institutions.

Price: $49.00
Click here to order

Recorded Live, June 22, 2011

Xtreme Co-op: Winner Takes All!

Each year, some $50 billion of media advertising is financed through co-op programs.* But while all co-op sales are worthwhile, the one-retailer-by-one-retailer approach is time-consuming and yields modest results. Dealer Groups and Distributors are where the big co-op money lies. But if selling one retailer takes hard work, think about selling 10 or 20 or more.

Selling dealer groups and distributors is like getting your Ph.D in co-op. You have to have mastered the business before you take on groups. But if you're ready for a highly competitive Co-op approach with a winner-take-all end result, join us for this one-hour webinar in which you'll learn:

• How to stack the deck in your favor
• Integrated strategies to use ALL of the available co-op
• Keys to sell them into an annual program
• Co-op-rich Dealer Group / Distributor categories

*Source: National Register Publishing, Marquis Who's Who LLC

Who Should Attend?

This session is for Radio sellers and managers who have already mastered direct retail co-op funding.

Price: $49.00
Click here to order

Recorded Live, May 12, 2011

Sales Manager Webinar Series: Holding Them Accountable

This webinar is for sales managers who want to get the most out of each member of the sales staff. Sure, as a manager, you have to get things done through others, but how can you do this without micromanaging... or giving so much freedom that productivity suffers? If you have multiple tracking systems in place including a CRM system, formal and informal reviews, and feel you are getting a full 100% from each salesperson on your staff, this may not be for you. But if you need any help in holding your staff accountable, join us for this webinar and learn the details behind the 4 things every manager should track:

• Sales skills
• Product knowledge
• Conceptual ability
• Objective measurements

And we'll give you tell you when and how to measure with tips from some of the nation's most successful sales managers. You'll get handouts and spreadsheets as part of the webinar so you can put the methods to work right away.

Price: $49.00
Click here to order

Recorded live April 26, 2011

Retail Marketing: In-Store Campaigns That Sell

Retail campaigns are now a mainstay of client integrated marketing programs. From Mass Merchandisers to Supermarkets to Convenience Stores to General Retail, in-store events are expected to be a purposeful element of a brand's overall marketing strategy. At the end of the day, the client doesn't much care if they hire a promotional company to execute the campaign and spots get placed on the local station to promote the campaign, or if a station executes the campaign and spots are part of the deal. Because for the client, it's not about the media; it's about driving sales, driving traffic and engaging and changing consumer behavior. In this webinar, learn:

• Insights into campaigns retailers want now
• A dozen decision-makers worth targeting
• Three essentials for getting the sale and a renewal

Price: $49.00
Click here to order

Recorded live March 17, 2011

Sales Manager Series: Raising Rates

If you are experienced sales manager, well versed in yield management pricing and sophisticated inventory control, congratulations. If on the other hand you are looking for ways to raise your rates, better manage your pricing, and reduce salespeople's attitude that lower rates lead to more business, then join us for this 1 hour webinar.

We'll cover:

• Why we are not wearing the cheapest shirt... and neither are media buyers
• What buyers mean when they say they want low price
• 10 reasons to not sell to price buyers
• Terms and conditions that improve your rates

Following the webinar, sample spreadsheets will be available for your use to help manage your rates and improve your bottom line.

Price: $49.00
Click here to order

Repeat of February 17, 2011 recorded live March 10, 2011

Rev Up Your Auto Dealers

The automotive landscape changed dramatically: sales plummeted, brands dropped, dealerships closed, advertising budgets reduced, and advertising moved to online. Changes in this important ad category are going to continue to change. Join us for the webinar to learn:

• The latest statistics and how they affect the industry
• Trends in automotive
• What dealers are thinking
• How to sell more auto dealers!

You talk to your dealers and learn their perspective. Get the research, information, and ideas you can share with your dealers to increase their ad-spend with you.

Price: $49.00
Click here to order

Recorded live January 26, 2011

Making Money With Mobile Advertising

Mobile marketing is one of the fastest growth areas of advertising.  Learn how other media (including the dot-coms) are making money by selling advertising in this lucrative platform.  Special guest, Steve Bookbinder, founder and CEO of the Internet Advertising Institute, will present:

• How to get started selling mobile advertising
• Best sales practices
• Sales points to advertisers of the benefits they derive from mobile advertising
• Ideas of real mobile campaigns you can adapt for your advertisers

If your station is not selling mobile advertising yet, you will be.  Join us to learn how you can turn mobile to money.

Price: $49.00
Click here to order

Recorded live January 20, 2011

Commercial Copy That Gets Results For Clients

Nothing destroys a good ad campaign faster than bad commercials. In this webinar, learn:

• Strategies to get client buy-in
• Ways to brainstorm ideas that engage consumers
• How to keep your commercials from being boring and counterproductive
• Tips to break writer’s block
• The 3 elements no commercial should be without

Price: $49.00
Click here to order