Webinars On Demand - 2013



The Art of Negotiation

Recorded Live: December 10, 2013

Once the prospect wants to buy your proposal as much as you want to sell it, a negotiation situation may develop. The client wants the lowest price and most favorable terms. You want the best price and best terms for the station. There are proven strategies and tactics for coming to an agreement... and doing it with low stress. Join RAB's Brandeis Hall to learn negotiation techniques and get tools to help you improve your negotiations:

  • The pre-negotiation planning worksheet
  • The Ten Commandments of Negotiation
  • The importance of "wiggle room"
  • Your defense to 9 common techniques buyers use
  • Exercises for you to role play and practice

This webinar consists of fundamentals designed for radio salespeople and managers who have not previously participated in negotiation training programs. Experienced negotiators may want to participate using this only as a refresher.

Price: $49.00
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UPDATED: Healthy Revenue Opportunity from the Affordable Care Act

Recorded: November 26, 2013
Includes Original Webinar from August, 2013

Problems with the Affordable Care Act rollout delayed much of the anticipated advertising revenue. Still there is a tremendous opportunity for radio broadcasters to develop and uncover new and evolving revenue streams from this legislation. This updated webinar covers what we have learned so far, what we have not learned, and the advertising prospects you should be preselling now to enjoy a share of their anticipated ad expenditures.

Join RAB's webinar featuring Dave Burke, President of Burke Media Marketing, on the evolving health care reform opportunities. Dave has spent the past year interviewing, meeting, and studying various stakeholders in health care reform from across the country learning what their challenges are and what opportunities might be ahead. By the end of this webinar you will better understand the challenges of implementing the legislation and more importantly, the revenue opportunities for you.

The full 60 minute webinar from August, 2014 follows this 30 minute update.

Price: $49.00
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X-Treme Co-op: 5,000 Sources of Advertising Revenue

Recorded Live: November 12, 2013

Each year, billions of dealer and distributor co-op funds go unclaimed. Why?

  • Dealers/Distributors are not aware of their Manufacturer's co-op program
  • Dealers/Distributors do not understand how to use their co-op funds
  • Dealers/Distributors are intimidated by the push to use digital co-op funds
  • No one reminds dealers about the benefits of participating in a co-op program

Dealer Groups and Distributors are where the big co-op money is cached, but if you're ready for a highly-competitive co-op approach that pays big dividends, join us for this one-hour webinar in which you'll learn:

  • How to create Dealer and Distributor programs that sell
  • Tips to get the Manufacturer's rep on board
  • Strategies for integrating digital co-op mandates
  • To identify co-op-rich Dealer Group / Distributor categories

Who Should Attend?
This session is for mangers and radio sellers who have already mastered local-direct retail co-op funding.

Presenter:   Brandeis Hall, VP/Professional Development, RAB

Price: $49.00
Click here to order

New Ideas: How to Deliver Web Stuff Your Client REALLY Wants

>Recorded Live: October 10, 2013

How well do you know your client's marketing strategy? Do you know EVERYTHING they're doing? Do you know the types of digital marketing your clients are currently using... or maybe want to buy? Are your advertisers allocating more of their ad budgets to email marketing, Google, Facebook or online video?

In this featured RAB webinar, veteran Radio & Web consultant, Mel Taylor (www.MelTaylorMedia.com), will show you how to conduct a digital Client Needs Analysis (CNA). Once you know your clients better, you can take advantage of what Mel will share in this 'must attend' webinar. Mel will show how to create amazingly easy, yet powerful, online solutions using the WordPress content management system (CMS).

This info-packed webinar will open your eyes to the financial benefits of REALLY knowing what your customers and future customers want to do with digital marketing... and then delivering exactly what they want...using tools from providers like WordPress and the reach of Radio.

Price: $49.00
Click here to order

F.C.T. Report: Shop Talk
Results from the RAB F.C.T. Report on Shopping

Recorded Live: September 26, 2013

Where do radio listeners shop most often? What influences where and how they make their purchases? What items do they purchase for gift giving occasions and the BIG year-end holidays? This webinar, presented by Ruth Presslaff, President of Presslaff Interactive Revenue, will share insights from the Finding Consumer Trends Report that will help you "talk shop" with your local retailers and find out what they need to know to make their registers ring! Produced and offered by the RAB, this is the second in the series of F.C.T. Reports.

The webinar, a PDF of the slides, and a PDF of the Executive Summary are available to RAB members for $99. The webinar, PowerPoint slides, and the PDF of the Executive Summary are complimentary to all who participated in the survey.

Price: $99.00
Click here to order



Integrated Marketing Ideas

Recorded Live: September 10, 2013

Advertisers want integrated campaigns. We'll look at integrated campaign case studies. But not only are advertisers using integrated media, consumers are as well. Consumers may hear about an advertiser on our air, but check out digital media before buying the advertised product or service. If we do not help our advertisers understand the importance of all consumer touch points, we'll not get advertisers to renew. Join us for this webinar with RAB's John Potter and guest presenter, Chris Pendl, Creative Director with Bonneville Seattle, and learn:

  • The 3 simple steps for developing integrated campaigns
  • Case studies of successful integrated media campaigns
  • The old vs. new consumer buying cycle
  • Transition for consumers is easy... advertisers not so much
  • What your retailers MUST KNOW to survive this decade

You'll look at servicing your advertisers in a whole new way by the end of this webinar.

Price: $49.00
Click here to order



Closing the Deal (The RAB Proven System for Improving Closing Ratios)

Recorded Live: August 13, 2013

We hear this question from members more than any other: "What tips do you have on closing?" We'll give you a proven process in this webinar that will increase your closing ratio. You’ll learn to setup a successful close by properly:

  • Prospecting
  • Setting the appointment
  • Researching the client
  • Conducting an in-depth client needs analysis
  • Writing a custom proposal (the easy way)
  • Presenting a compelling recommendation

You’ll hear the highlights from RAB’s Radio Marketing Professional (RMP) training and certification course. This webinar is for salespeople and managers who have not previously participated in RAB’s training and for those needing a quick refresher.

Price: $49.00
Click here to order



Creative Copywriting that Gets Advertiser Results

Recorded Live: July 16, 2013

If you are responsible for writing commercials, or consulting with your advertisers on what makes good commercial copy, join award-winning creative expert, Jeffrey Hedquist, as he shares his techniques for effective commercials and ways to generate compelling ideas. In this webinar, learn...

  • The surprising questions to ask your client that trigger a great campaign.
  • 3 ways to break through the wall of mediocrity.
  • The most powerful technique known to make every commercial interactive.

Plus, Jeffrey will share audio examples demonstrating effective ways to write commercials that get results for local direct clients in every size market.

Price: $49.00
Click here to order



Assessing Local Digital Sales Forces
(Compensation, Attitudes, and Effectiveness)

Recorded Live: June - 2013

Borrell Associates' 2013 update of media sales forces is now available. This RAB webinar will be delivered by Greg Harmon, Senior Research Analyst at Borrell and principle author of the report. Jim Brown, Director of Sales at Borrell, will participate.

Greg will focus on successful radio sales staffs' structure and compensation. Join us for this webinar to learn:

  • How much digital account executives earn
  • Key differences on how traditional AEs are compensated versus digital-only AEs
  • Recommendations on how media companies structure compensation plans to drive digital sales
  • Details on respondents' current sales compensation plans.

Price: $89.00
Click here to order



Get More Done: Time Management for Sellers and Managers

Recorded Live: June 11, 2013

There's never enough time to get everything done. But successful people find time to become successful. You'll learn the 3 most important things America's top billers do on a daily basis. And you'll learn 10 tips for managing your time in order to get to the most important things.

Managing time starts with setting your goals. Have your goals written down? If not, join us to hear how to set goals, determine necessary tasks to achieve those goals, prioritize your tasks, and have time to handle everything for your clients, your family and for yourself .

Price: $49.00
Click here to order



Data to Drive Your Automotive Sales

Recorded Live: May 21, 2013

Do you want to know what over 28,000 radio listeners are thinking about the automotive category? We bet your clients do.

Radio listeners of 200 radio stations coast to coast were asked about their brand preferences, buying intentions and in-car listening and dashboard opinions. Now we want to share the results with you. Join us for a consumer insights-based webinar to find out what vehicles consumers plan on buying next, when they plan on buying them, what advertising influences them most and more.

This RAB hosted webinar, presented in partnership with Presslaff Interactive, will present results of the Finding Consumer Trends reports. These reports are based on turn-key, national online survey responses.

The webinar, presented by Ruth Presslaff, President of Presslaff Interactive Revenue, will provide key insights needed to open doors and develop conversations to sell to your local auto local advertisers and increase your station's share.

There is no fee for this RAB members-only webinar.

Free
Click here to view



Getting the Appointment Using Valid Business Reasons

Recorded Live: May 14, 2013

It's harder than ever to get appointments with prospects. If you don't have a Valid Business Reason and communicate that clearly, you won't get your foot in the door. Join this webinar and learn ...

  • How to define and create your Valid Business Reason
  • Prep work to ignite the prospect's interest
  • Ways to get past the gatekeeper
  • Strategies to address any objections

Price: $49.00
Click here to order



Digital Dimes Develop Decent Dollars

Recorded Live: April 19, 2013

Digital dimes are adding up to significant dollars for media that focus on one simple concept: good marketing reflects shopping patterns. Brian Foster, Vice President of NextMedia 360, will present a different look at selling digital that has created success for NextMedia

If you figure out how people shop for your advertiser's product, you can create a campaign that stands out and helps them thrive in a crowded marketplace. What is radio's place in the consumer shopping pattern? How about digital? Facebook currently suggests 3-16 cent CPM bids for their display ads (unsorted national impressions). The handwriting is on the wall, move past display ads to create something of real value for advertisers and yourself.

Focusing heavily on solutions, Brian will walk you through the process of creating a digital division that not only creates exclusive digital revenue, but helps drive more radio sales.

Brian Foster has been the Vice President of NM360 since its inception in 2008, before that he was the Market Manger for 5 successful stations in Aurora/Naperville IL. Never short of passion or opinions, he promises to give you a new perspective on digital and how it can become an everyday part of your operation.

If you believe the old adage "radio can get them to your front door, but you have to close the deal," you really need to attend this webinar.

Learn how to make digital revenue beyond selling your banner ads.

Price: $49.00
Click here to order



Non-Traditional Isn't Non-Traditional Anymore

Recorded Live: March 12, 2013

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



Benchmarking Radio's Online Revenue

Recorded live March 7, 2013

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
Click here to view

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