There are many people out there who will tell you to do this or do that when it comes to advertising. The true advertising account executive acts as a marketing consultant to their customer as their success depends on the customers success.
While I can sit here and tell you that you should buy radio advertising, I feel that it is best to learn about each form of advertising media and then decide for yourself. I am a marketing consultant and in some cases, radio advertising may not work the best for your industry although it works for 90% of small businesses in the Palm Springs area.
Before you speak to someone about advertising, have a number in your head for a weekly, monthly or annual budget. People sometimes get concerned about committing to an annual contract. My concern is "Why wouldn't you commit to an annual contract, aren't you planning to be around a year from now?" If the answer is yes then you should at least look at the option of an annual contract, it makes your job as well as the account executive's job easier as the only thing left to do is to deal with payment, writing and producing the commercial. You are involved in the process the whole time and you get the final approval of all production before it goes on-air.
Next, call all the forms of media, i.e. Radio, Television, Billboards, Vehicle Wraps, etc and set up an appointment. Don't try to take the easy way out and ask for rates. You will be dealing with the person who you buy advertising from for a long time, it is important that you like the account executive since he will be a new addition to your life. Most account executives toe the line between friendship and business when it comes to advertising and the reason why is because a good account executive will feel like he has a vested interest in your business as your success is their success.
When you meet with the account executive, bring a paper and pen. You may want to write down things that are said or you may have questions later for the account executive. Don't discuss money right away, this is an investment in your business and your prosperity is determined by making the right decision. Negotiation comes later and think of it as a game and have fun with it.
You want to ask the account executive for how many people they reach during prime time, what is prime time for that form of media? If there is no prime time than how many people do you reach a week? month? year? Who do you reach? Demographic of the media's consumers is important since you don't want to be selling wheelchairs to young people, etc. What are their buying habits? This info can be found through qualitative surveys.
Know your customers or prospective customers. Are your customers the type that this form of media would reach? Would this media's consumers shop for or purchase your product?
After you have figured out which form of media would work best, the next thing to do is create your message. The message could make or break your advertising campaign and it must reflect your business and provide some kind of incentive, something interesting, something funny or something connecting it with a holiday.
After the message is created and you feel it best represents what would make people act on your call to action then it is time to start your campaign.
Take a look at the different media in your area and let me know if any of my advice helped.
Regards,
Raymond Miller
Account Executive
Desert Radio Group
760-983-8867
Thursday, December 3, 2009
Thursday, November 19, 2009
Palm Springs Advertising is on an uptick! It's about time!
There is a real sign in the local economy of Palm Springs that business is on an uptick! While I won't say business is booming, I will say there are signs of life. The word I am getting from local advertisers is that business has picked up for the month of October and in comparison with last October, they are about equal in sales and traffic or better. If you recall, November is when sales and traffic started sloughing off last year.
What does this mean? This may mean that the recession is over as most economists have stated that the recession ended in March of this year. That is great news for business owners who have played it safe during the recession in hopes they can open their doors again in season if at all. This also means that it is a good time to start putting together your 2010 campaign if you haven't already started. There are even some clients who are putting together their 2010 as well as their 2011 campaigns.
As I have also noticed local advertisers, online stores and national advertisers putting together their annual advertising campaigns, I notice that there isn't much talk of the usual hiatus or staving off of the advertising during the summer. I feel that most business owners in the Coachella Valley are finally realizing that there are approximately 400,000 people in the Coachella Valley who they can speak with and they are doing it using the largest and most effective radio group in the desert, Desert Radio Group.
If you believe that the reason for better business in October or even November is because of the snowbirds, you may be wrong. The snowbirds, the term used for the people up north in the colder climates who come and vacation during the winter, have been trickling down but local business owners are telling me that they haven't seen a whole lot of the snowbirds back down here yet. The explanation may be in the fact that there hasn't been a deep freeze up north yet as that usually sends them down in droves.
As a result of the lack of snowbirds in the valley, I have a good feeling that we may be in the midst of an economic recovery. Now, don't get me wrong, there were a lot of job losses during this recession and we aren't going to bounce back right away but what I have seen so far is a good indicator that the worst is over. We are finally seeing light at the end of the tunnel of what is probably going to be dubbed the worst economic downturn our country has seen since "The Great Depression."
It is time that the Palm Springs area gets back to focusing on the local consumer's needs and looking at the tourists needs as a bonus. The gameplan for any business owner at this point should be to maximize their image through branding and to increase traffic to their business. The Coachella Valley is full of people who are looking for quality products and services to spend their money on. Focus on the local consumer with an aggressive advertising campaign speaking to the consumer about what their needs are and soon we will have a bustling economy again and be looking at that nasty old recession in the rear view mirror.
What does this mean? This may mean that the recession is over as most economists have stated that the recession ended in March of this year. That is great news for business owners who have played it safe during the recession in hopes they can open their doors again in season if at all. This also means that it is a good time to start putting together your 2010 campaign if you haven't already started. There are even some clients who are putting together their 2010 as well as their 2011 campaigns.
As I have also noticed local advertisers, online stores and national advertisers putting together their annual advertising campaigns, I notice that there isn't much talk of the usual hiatus or staving off of the advertising during the summer. I feel that most business owners in the Coachella Valley are finally realizing that there are approximately 400,000 people in the Coachella Valley who they can speak with and they are doing it using the largest and most effective radio group in the desert, Desert Radio Group.
If you believe that the reason for better business in October or even November is because of the snowbirds, you may be wrong. The snowbirds, the term used for the people up north in the colder climates who come and vacation during the winter, have been trickling down but local business owners are telling me that they haven't seen a whole lot of the snowbirds back down here yet. The explanation may be in the fact that there hasn't been a deep freeze up north yet as that usually sends them down in droves.
As a result of the lack of snowbirds in the valley, I have a good feeling that we may be in the midst of an economic recovery. Now, don't get me wrong, there were a lot of job losses during this recession and we aren't going to bounce back right away but what I have seen so far is a good indicator that the worst is over. We are finally seeing light at the end of the tunnel of what is probably going to be dubbed the worst economic downturn our country has seen since "The Great Depression."
It is time that the Palm Springs area gets back to focusing on the local consumer's needs and looking at the tourists needs as a bonus. The gameplan for any business owner at this point should be to maximize their image through branding and to increase traffic to their business. The Coachella Valley is full of people who are looking for quality products and services to spend their money on. Focus on the local consumer with an aggressive advertising campaign speaking to the consumer about what their needs are and soon we will have a bustling economy again and be looking at that nasty old recession in the rear view mirror.
Tuesday, October 13, 2009
Palm Springs Marketing Presentation - Win $5000 in Advertising
I know that most of you are busy and tired after dealing with the long arduous summer and the lack of confidence in our struggling economy, but I wanted to take a moment to personally invite you to a presentation the Desert Radio Group will be hosting on how to more effectively market your business. This presentation will be given by a marketing consultant from out of the area who has helped businesses year after year in various markets around the
During this challenging economy, we know it is important to recognize and capitalize on every opportunity for business growth and we feel this presentation will have a huge impact on the success of your business in the coming year. Those who attend will be entered into a drawing for $5,000 in advertising on one or more of the Desert Radio Group’s six stations. This is our way of helping out during these unsure economic times and to thank you for attending the presentation. We hope that you walk away with a better understanding of how to more effectively market your business and that we can assist you in making your dream a reality. Make your reservation early to ensure that you can attend when it is more convenient for you. Call me if you have any questions, I will return your call promptly. I look forward to making everyone more successful through effective advertising.
Sincerely,
Raymond Miller
Reserve your seat now by calling 760-983-8867 or email: raymond.miller@morris.com
Annual Contracts
The easiest way for an advertiser to save money and put together a successful campaign is to agree to a long term contract. Annual contracts are the bread and butter of the advertising industry and especially radio. If you want to make things easier for yourself, i.e. less negotiating for the best value, only once a year with an 52 week campaign or twice a year with a 26 week campaign.
The biggest fear of an advertiser and most people is to be stuck in a 52 week commitment and not knowing if you can sustain spending the monthly amount agreed upon. The standard in the radio industry is to allow a 2 week cancellation with written notice. Hopefully that little fact dispells a lot of the rumors around radio advertising commitments. This is a standard at our radio station and one that we stick by because we know that business is not all ups, there are also downs and in our current economy there are more downs than ups.
While you may not have the funding to spend enough monthly to create a successful month-to-month advertising campaign, agreeing to a 52 week, 26 week or 13 week campaign will really help increase your frequency while reaching the right people with the right message.
If you are interested in radio advertising and want the best value for your dollar, then speak with your local account executive about a more long term commitment. If you don't have an account executive but are interested in advertising on the radio in the Palm Springs area, give me a call on my cell at 760-983-8867. I am usually out in the field on calls for different clients but I will return your call promptly, provide you with personal service and get your commercial on the air usually within a week.
The biggest fear of an advertiser and most people is to be stuck in a 52 week commitment and not knowing if you can sustain spending the monthly amount agreed upon. The standard in the radio industry is to allow a 2 week cancellation with written notice. Hopefully that little fact dispells a lot of the rumors around radio advertising commitments. This is a standard at our radio station and one that we stick by because we know that business is not all ups, there are also downs and in our current economy there are more downs than ups.
While you may not have the funding to spend enough monthly to create a successful month-to-month advertising campaign, agreeing to a 52 week, 26 week or 13 week campaign will really help increase your frequency while reaching the right people with the right message.
If you are interested in radio advertising and want the best value for your dollar, then speak with your local account executive about a more long term commitment. If you don't have an account executive but are interested in advertising on the radio in the Palm Springs area, give me a call on my cell at 760-983-8867. I am usually out in the field on calls for different clients but I will return your call promptly, provide you with personal service and get your commercial on the air usually within a week.
Friday, January 9, 2009
The Wild Wacky World of Radio Sales
Come with me as I take you on a journey into the wild, wacky and crazy, yes crazy world of radio sales.
As a radio salesperson, there is a lot of stress. Stress is bad for you so the way that most radio salespeople cope with stress is by having a sense of humor and not being afraid to blow off steam. After all, radio is fun, isn't it!
At the radio station I work at, we sell 6 radio stations and one employment website. There are many different ways to package a radio presentation but the most important thing to know is that, as they say in the radio industry, "Without a need, we can't proceed!"
One of the best things about working at a radio station is that you get to decide who gets to advertise on the radio. How do you decide? Well, it is basically, who has the money and is willing to talk to you. The bottom line being that there should be an understanding with each client that the account executive's goal is not to take the clients money but to assist the client in branding their product or service as well as increasing traffic to either the location or the website or both.
What do I do to relieve stress? I go bowling with my wife or maybe go out to karaoke at a local night club or hang out at a live remote. After all, most people working in radio love music, otherwise how could you sell it? You can't really, truly sell something you don't believe in which is why I am selling radio.
There is something that I didn't tell you about myself. I worked as an intern at a radio station when I was only 12 years old. My job was to learn what goes on at a radio station. I worked in promotions, inside the studio and I went out with the DJ's on "Street Hits" (Live Remotes). This may be why I strayed and found my way back to radio. Sometimes, you do something and it just feels right. I can tell you that at this point in my life, I feel very lucky to have the job I do during this harsh economic climate.
I will do my best to keep you posted on what is going on in the world of radio and you promise to keep reading.
So, tata, for now, this is the Radio Sales Blogger, saying to keep your head towards the sky and your dreams forever possible!
As a radio salesperson, there is a lot of stress. Stress is bad for you so the way that most radio salespeople cope with stress is by having a sense of humor and not being afraid to blow off steam. After all, radio is fun, isn't it!
At the radio station I work at, we sell 6 radio stations and one employment website. There are many different ways to package a radio presentation but the most important thing to know is that, as they say in the radio industry, "Without a need, we can't proceed!"
One of the best things about working at a radio station is that you get to decide who gets to advertise on the radio. How do you decide? Well, it is basically, who has the money and is willing to talk to you. The bottom line being that there should be an understanding with each client that the account executive's goal is not to take the clients money but to assist the client in branding their product or service as well as increasing traffic to either the location or the website or both.
What do I do to relieve stress? I go bowling with my wife or maybe go out to karaoke at a local night club or hang out at a live remote. After all, most people working in radio love music, otherwise how could you sell it? You can't really, truly sell something you don't believe in which is why I am selling radio.
There is something that I didn't tell you about myself. I worked as an intern at a radio station when I was only 12 years old. My job was to learn what goes on at a radio station. I worked in promotions, inside the studio and I went out with the DJ's on "Street Hits" (Live Remotes). This may be why I strayed and found my way back to radio. Sometimes, you do something and it just feels right. I can tell you that at this point in my life, I feel very lucky to have the job I do during this harsh economic climate.
I will do my best to keep you posted on what is going on in the world of radio and you promise to keep reading.
So, tata, for now, this is the Radio Sales Blogger, saying to keep your head towards the sky and your dreams forever possible!
About Me
This starts the first posting in the continuing saga of the Radio Sales Blogger. I am a little behind as I just got through the holidays. Since this is my first post, let me tell you a little bit about myself.
I have had a very interesting life. I started my life in Texas, joined the Marine Corps, spent a little over 9 years in the military and then was assigned as a police officer in the Palm Springs area. I left my career as a Police Officer and started my own business. My one corporation grew into 3 and then the bottom fell out of the economy. I was struggling to pay bills and needed a job in a business that might make it through the economic hard times. I turned to Radio Sales. I have now been employed in radio for a little over a month. I made my first sale this month and have been planting seeds for many more opportunities. I really enjoy the radio sales profession and love dealing with other business owners as I did when I had my own business. I still own my business but there isn't much of a need for it in this economy so I have given the duties of managing my business over to my business partner who luckily has me to depend on for financial support.
My plan with this blog is to give you insight into the world of radio advertising. I look forward to hearing reviews regarding my various blog entries and I will try to keep it very informative.
I have had a very interesting life. I started my life in Texas, joined the Marine Corps, spent a little over 9 years in the military and then was assigned as a police officer in the Palm Springs area. I left my career as a Police Officer and started my own business. My one corporation grew into 3 and then the bottom fell out of the economy. I was struggling to pay bills and needed a job in a business that might make it through the economic hard times. I turned to Radio Sales. I have now been employed in radio for a little over a month. I made my first sale this month and have been planting seeds for many more opportunities. I really enjoy the radio sales profession and love dealing with other business owners as I did when I had my own business. I still own my business but there isn't much of a need for it in this economy so I have given the duties of managing my business over to my business partner who luckily has me to depend on for financial support.
My plan with this blog is to give you insight into the world of radio advertising. I look forward to hearing reviews regarding my various blog entries and I will try to keep it very informative.
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