Category: Sales
Pending Business: Demand vs Frequency
By Steve Lapa
Lapcom Communications Corp
President
PALM BEACH GARDENS, Fla. — The old saying on Madison Avenue was, “If you can’t sell it, sing it!”
Think about all those jingles you can sing from memory. How many really have a lyric line about a value component for a product or service? Truth is those wonderful jingle composers and singers really do have impact. Part of the secret sauce is repetition and no medium is better at repetition than radio. So why do today’s sellers fall short when it comes to pitching one of radio’s fundamental strengths? It’s Covid’s fault!
Pending Business: Survey Says…
By Steve Lapa
Lapcom Communications Corp
President
PALM BEACH GARDENS, Fla. — Ads are ok!
Our friends at NPR just released a research piece by Edison. If you haven’t read the study, you should take the time. The study identifies six categories of listeners that are reminiscent of similar research pieces I’ve seen over the years.
Pending Business: New Talent, New Rules
By Steve Lapa
Lapcom Communications Corp
President
PALM BEACH GARDENS, Fla. — The race to replace Rush in syndication is shaping up and new names are filling the time period.
How’s your sales strategy working?
Every market situation will have it’s own nuance, but there will be universal strategies that need to be in place as you roll out. This round will be different as many stations try and replace a proven ratings winner with new talent, never before tested in the time period in your market. An audience that has been built up over years may start dial surfing with a newfound curiosity. What happens if audience levels wobble through the short term as your competitor pushes the emergency stop button?
Pending Business: Next
By Steve Lapa
Lapcom Communications Corp
President
PALM BEACH GARDENS, Fla. — Ready for the next round of re-discovering audio? I hope so, because it’s arrived and ready for your sales talent. Or, are you still stuck selling 60- or 30-second packages? Wake up, smell the coffee, and read on.
Last week Amazon and Group M opened the door to a next level opportunity for audio. You know where this all winds up, right?
Pending Business: Elvis Has Left the Building
By Steve Lapa
Lapcom Communications Corp
President
PALM BEACH GARDENS, Fla. — Do you remember the act?
If you never had the opportunity to see The King, it went something like this: Incredible music set, women crushing the front of the stage, Elvis leaning down, a few lucky ladies would get one of his scarves, the music would come to a crescendo, everyone cheered, Elvis stood up from his lean-in, finished the song and then… every light in the place went out. We stood in total darkness for what seemed like eternity when all the house lights came up and the voice said, “Elvis has left the building.” Wow. No lasers, no pyrotechnics, just total darkness to total house lights up and thousands of eyes fixed on an empty stage. Message received, Elvis had magically disappeared, and we all believed he wasn’t backstage. Somehow in those days we bought the idea he was on his way to wherever superstars go.
