RadioActive Media : Marketing, Promotions and Advertising: Radio, Television, Magazine, Internet.

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By the RadioActive Media Team

Media buyers and their sales representatives have an interesting relationship. Yes, reps are supposed to get the most per spot that they can. Buyers are supposed to get each spot for as low as they can. It seems like the most adversarial of positions.

What happens when these apparently opposing forces join their efforts to serve one cause: providing superlative impact, service and value to advertisers? Can these forces all coexist? It can be a magical experience for all involved.

Here are some of the activities of outstanding reps. Please share your thoughts here or join our discussion at: http://j.mp/RepExc. We’re looking for the anecdotal comment. What did you (as a rep) or your rep do that was over the top in service, packaging or promotion that was stellar?

1)      Share competitive spending. This can help the rep as well as the buyer in the event this new knowledge yields an increase in budget.

2)      Be aware of activities in all forms of advertising and share news. Your buyer will be impressed by your interest to give them a head’s up about competitive campaigns.

3)      Share examples of interesting creative, great promotions, appropriate specials, and station case studies.

4)      Follow research reports. What might your buyer be interesting in seeing?

5)      Learn your client’s planning dates. Provide estimates of trends in pricing and inventory. What should buyers expect around Olympics, political, next quarter, and next year?

6)      Look for opportunities. Who do you think of when you have last-minute unsold inventory or another advertiser’s creative doesn’t show up in time? Do you ever surprise your clients with spots at no charge?

7)      Make your buyer a star. Do you ever offer your buyers tickets to share with their boss?

8)      When you read about an advertiser seeking a new agency, do you share that with your buyer?

9)      Ask your buyers questions. What kinds of prizes, services, products, or cash might they make available for promotions that would extend their promotional exposure? Would they be interested in last-minute opportunities and be willing to keep creative ready to queue up and substitute instantly?

10)   Do you offer remotes? What buyers have locations? What advertisers would like to work with retailers who have locations in a cross-promotion?

There are a myriad of small things reps do every day to help build relationships with their clients. Providing spot times before and after schedules, smoothing out traffic issues, and proactively calling with makegoods for spots missed or pre-empted are just a few of the things that make great reps special.

What gifts are important to you?

@radioactivemed

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By the RadioActive Media Team

Different mediums offer different advantages and benefits to the advertiser. At RadioActive Media we recognize this and have provided strategies for our clients that include mediums other than radio.

When you are using multi-media, you need to make sure your advertising is working together, providing the same message and call to action by directing consumers to a specific website, phone number or to text a message. You want your marketing dollars to work most effectively and by using multi-media you can reach a larger and wider audience providing you with quicker results and ROI.

RadioActive Media creates a specific plan for each client, matching their needs. Some of our clients are using other mediums to market their companies. RadioActive Media believes Radio could work in conjunction with mobile marketing, television, direct response, public relations, e-marketing, social media and outdoor. Our goal is to make sure they all work together forming synergies that yield returns above and beyond what each medium could do on its own.

If your advertising needs a little more “oomph” or you are interested in branching out and trying some other advertising channels, please give us a call at 800-559-RADIO (7234). We will give you a free 15-minute marketing analysis.

@radioactivemed

By the RadioActive Media Team

From an ad agency president: “With consolidation, the music has become much more ‘generic.’ Less local bands, less local flavor, much more corporate.”  This agency had a promotional idea for one of their clients & the attorney for one of the larger station group owners said NO. In this top 20 market, out of the 30 or so commercial stations approximately 22 stations are owned across 5 station groups.  If you have an idea and it is rejected, consolidation doesn’t leave you a lot of places to go, or does it?

Interestingly enough, customer service and pricing has not been an issue; most likely due to the economy.  Even with aggressive sales technique to try and get on every buy, limitations are an everyday challenge when your client wants something different or unique.  Another issue is with the ‘generic’ music and the new ratings system (Arbitron PPM) the ratings are so similar (compressed) that it makes it difficult to stand out from the crowd.

The beauty of radio has always been its innovation and ability to do something unique. It is still possible, you just have to know what to ask for and where to look.

Have you heard about Original Sponsored Programming? What about using some of the top radio personalities to promote your client or product?  Listen to Howard Stern promote us!

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He can do the same for your client.  Howard not your cup of tea?  We can match you with any of the hundreds radio personalities to stand out from the crowd and be unique.

Original Sponsored Programming allows you to showcase your product to a well-defined target audience.  Original Sponsored Programming can be crafted in such a way as to lend total creditability to the sponsor’s message.

Want something even more innovative?  Radio Text Messaging is about as new as it gets. We have had excellent success in combining radio advertising with radio text messaging in a campaign that thoroughly engages the audience to action.  Best yet, measurable and tangible results to maximize ROI.

Let us put the fun and innovation back into your media campaigns. Radio is everywhere and so can your message.

@radioactivemed