A Loyal Reader writes:
“We have a client who spends a lot of money with our radio station. In addition to spots that he voices himself, we do remotes every weekend.
“As a programmer I try to be fair to the air staff and rotate the remote schedules. However, that client only wants two particular jocks. Okay, we’ll accommodate him.
“Now he wants to cut liners that say, ‘Hi, this is Ed from XYZ Auto, and you’re listening to (JOCK) on Radio X.’
“We’re a rock station, and that seems to compromise our image.
“In the past when this client hasn’t gotten what he wanted he’s threatened to pull the account, and our sales rep bends over backwards for him. I’m sure you’ve dealt with clients like this. Do you think he’s trying to program the station? And, how do we tell him we’re in charge?”
No, he’s not trying to program your station. He’s trying to do what’s best for him (for which you can’t blame him).
Are you saying that he wants you to run liners on your station, outside of paid commercial time, in which he simply says his name and ties it to your station? I can’t imagine a professional radio operation anywhere that would allow that.
How do you tell him you’re in charge?
Your station should have clear rules & guidelines.
If the client wants something that goes against your guidelines, you can simply say, “I’m sorry, but we have guidelines in place to make sure everyone — you, our listeners, and our radio station — is best served.”
And then simply stick to it.
If he wants to specify the jocks who do the remotes, he should pay a premium fee — with 60% of the extra charge going to the jock and 40% going to the station (for the extra work in juggling the others’ schedules to accommodate the client).
“In the past when this client hasn’t gotten what he wanted he’s threatened to pull the account, and our sales rep bends over backwards for him.”
1. Hardly unusual.
2. So basically, will your sales rep do anything for money?
3. Either your station has — and enforces — standards, or it doesn’t. It’s all up to your station management.
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Sad, but true – it *is* hardly unusual for a client to “throw their weight around” by threatening to pull their advertising. In my mind it always comes across like a child throwing a temper tantrum, and just like in a Walmart on a busy Saturday afternoon – too many “parents” give in in hopes the kid will shut-up. The problem is, it might work in the short term – but you’ve only opened yourself up for bigger problems down the road. Like the one your reader now faces….
They absolutely SHOULD be paying a premium for those favorite jocks, not only for juggling others schedules but even more-so in my mind for requiring those favorites to consistently and so frequently give up their precious weekends.
In answer to Question #2 Dan, the answer is: Yes. Yes, a sales rep WILL do anything for money. This is the way radio is now. I’ve been in it long enough to have seen the downward spiral from the glory days to what it is today, a faint shadow of what it once was and embarrassing beg-fest on the part of sales. It’s nearly impossible for a rep to stand up to a client and management only enforces the behavior because they undoubtedly have to answer to a corporate office that has unreasonable goals.
But the bottom line is – there IS a point where everyone (on the station’s side) has to put their foot down. Your reader is at that point. They either stop this client right here (as a fan of radio – this would be my hope) and simply say “we appreciate your loyalty and enthusiasm for our station, BUT……” -OR- they’re weak and give in – but if they do, they need to capitalize on it. Some stations sell sponsorship of their studio, some stations sell :01, :05, or :15 commercials – if he wants to cut liners – figure out how long his commercial message is, and then charge him for it (even if it’s w/in a liner).
The more we give in, the more footing we lose, and the more we turn this industry into the dinosaur that so many claim it already is.
There are a couple of ways this could be stopped dead in its tracks
1. If a client wants to voice a spot that sounds like it could be percieved as a Sponsorship or an implied Endorsement, then quickly explain there are significant or different costs associated and that what he is asking is not out of the ordinary, however that there is a different cost associated and explain why…. Clients sometimes themselves are not aware of the difference.
2. Radio AE’s need to be trained and well versed in the different styles and nuances of a client’s creative and how it is voiced. If trained properly an AE will immediately pick up on what the client is asking and be able to address the request head on!
I have to ask……. what does that say about how the client perceives the value of your station when he threatens to pull advertising?
Ask him if he thinks it’s worthless enough to willy nilly pull his advertising dollars. If he thinks it’s worthless, why would he want to put his name on liners for jocks anyway? Let him juggle that in his head a while.
Certainly don’t give the guy his own liners, but compromise and let him buy a title sponsorship on something in the show.