A Loyal Reader Writes:
“A new spec initiative with our radio group prompted me to go back and re-read your Radio Advertising Letter where you address the topic of ‘cold calling with spec spots.’ In general, I would agree that it’s a bad idea, but I was wondering if your view would change, based on the manner in which we are using them.
“You talked about how an account representative should not approach a prospect with commercials that have been made for them without first ascertaining their business goals. But what if you’re getting that information from a current print ad?
“For example, let’s say an account rep sees a newspaper ad for a potential client. The rep then has a compelling spec spot produced, based on the information in said ad (not just holding the newspaper ad up to the mic) assuming the newspaper rep has already ascertained the advertiser’s business goals.
“The radio rep then visits the prospect and says something like, ‘Mr. Business Owner, for the amount of money you spent on your newspaper ad, you could get X number of commercials on (radio station). Our production team came up with a great idea based on your newspaper ad. If you’ll give me 30 seconds I can play an example of what your commercial would sound like.’
“What are your thoughts on cold calling with spec spots in this way?”
There really are two questions being asked.
1) Could this be an effective selling tool for the radio salesperson?
2) Is this a good way to approach creating a radio campaign?
Could This Be an Effective Selling Tool for the Radio Salesperson?
It certainly should be more effective than creating a spec spot based solely upon your assumptions about a business and regardless of whether they’re already advertising elsewhere.
That’s because you’d be targeting business owners who have proven a willingness to pay to advertise. You wouldn’t be futilely pitching to the “word of mouth is my best advertising” crowd.
Is This a Good Way to Approach Creating a Radio Campaign?
No.
The weakness is evident in your assumption that “the newspaper rep has already ascertained the advertiser’s business goals.”
90% of advertising in every medium is wasted.
Just as with most radio commercials, most newspaper ads don’t reflect the advertiser’s business goals. They reflect either
a) what the advertiser said he wanted to be in the ad (“family owned & operated”)
or
b) the newspaper’s cookie cutter copywriter’s ineptitude at creating effective advertising. “Just leave it to us,” the account exec assured the business owner.
As a result, your spec spot probably will be influenced not by the advertiser’s business goals but, rather, by a poor ad.
If the advertisement’s desired consumer response is clear, your uninvited spec spot is more likely to succeed.
Summing Up
Selling via spec spots based on newspaper advertisements is likely to result in more ad sales than pitching sec spots based on only conjecture and guesswork.
But it still can’t compare with a well-structured campaign based upon a deep understanding of the client’s most vital business objectives.
