Tag: "talent"
Pending Business: The Early Renewal Seagull
By Steve Lapa
Lapcom Communications Corp
President
PALM BEACH GARDENS, Fla. — Don’t do it! Whatever you do, don’t sell like a seagull.
During the course of the past year, especially during pandemic impacted inventory cycles, every kind of sales approach you can imagine was and still is in play. The most creative techniques seem to be coming from inventory challenged businesses, like real estate. The real estate sales world has spawned reality-style TV shows that are now featured on Netflix. Do we really pay to watch a show about sellers?
Pending Business: Killing the Customer
By Steve Lapa
Lapcom Communications Corp
President
PALM BEACH GARDENS, Fla. — The past 90 days have been a roller coaster for many on the marketing side of the radio business. Hopefully your ride has evened out and the rest of the fourth quarter is downhill. On the way to year-end, here is an experience that may help you improve your personal sales and customer management skills.
Our situation is based in a top 40 market with a dominant radio station and a solid talent. After several rounds of well-received negotiation we came to an agreement with clear expectations. The station seller and talent agreed to live reads and the advertiser approved the deal. We were locked and loaded with approved creative and good to go all around.
Remotes: An Oldie But Goodie
By Kathy Carr
Howie Carr Radio Network
President
BOSTON — In an era when broadcasters still want a “local” feel to their shows, how local can it be if the listener never sees the talent?
It’s a new world and many stations now have only one or two non-syndicated shows. But that doesn’t mean the remaining talent shouldn’t be out doing “the old meet ‘n’ greet,” not just with the advertisers, but with the listeners.
Sadly, even before COVID, in many markets it seemed like the talent had vanished into the Witness Protection Program, broadcasting from what Dick Cheney used to call a “secure undisclosed location.”
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: Why Buy?
By Steve Lapa
Lapcom Communications Corp
President
PALM BEACH GARDENS, Fla. — Stand by for our first personal one-on-one meeting. Lots of questions will follow, so get ready for some self-talk.
Why buy advertising on your station? You know the answer(s) to this in your sleep. Yet why do three different sellers give three different answers? It sounds silly, but even at the best run stations, large market or small, my experience is the answers vary a little too much. Try this. Don’t think, just grab a pen and write the first answer that comes to mind. Why buy? If you say, “It depends on the advertiser,” read on.
