{"id":19637,"date":"2017-04-24T00:21:37","date_gmt":"2017-04-24T07:21:37","guid":{"rendered":"http:\/\/danoday.com\/blog\/?p=19637"},"modified":"2017-04-24T00:23:20","modified_gmt":"2017-04-24T07:23:20","slug":"am-radio-ad-sales","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2017\/04\/am-radio-ad-sales\/","title":{"rendered":"SMART RADIO STATIONS SELL RESULTS, NOT NUMBERS"},"content":{"rendered":"

\"radio<\/a>A Loyal Reader Writes:<\/strong><\/span><\/p>\n

“Previously I worked at a different AM station that subscribed to Arbitron (now Nielsen). The station I’m working at now doesn’t subscribe to any ratings service. So I don’t have any ‘numbers’ to prove. So it’s a challenge. Why are folks so biased against AM Radio stations?!”<\/span><\/p><\/blockquote>\n

Dan Replies:<\/span>
\n<\/span><\/strong><\/p>\n

It doesn’t sound as though you’re a victim of radio band discrimination.<\/span><\/p>\n

You say you “don’t have any numbers” with which to prove the your station’s effectiveness.<\/span><\/p>\n

With few exceptions, time buyers need ratings to help them get the lowest “cost per point<\/a>” for their clients. “We need 18 to 34 year-old females.”<\/em><\/span><\/p>\n

Whichever station or cluster can document their ability to deliver a large enough slice of that audience at a cost per point (aka cost per thousand) lower than their competitors wins.<\/span><\/p>\n

Of course, not all 18-to-34-year-old-female cohorts are created equal.<\/span><\/p>\n

“18-to-34-year-old-females<\/a>” is a demographic…a limited demographic (gender, age) that doesn’t include variables such as ethnicity, educational level, income, Zip Code, marital status.<\/span><\/p>\n

Psychographics — a listener’s values, habits, hobbies, etc. — are ignored completely.<\/span><\/p>\n

I suspect there are significant behavioral differences between “18-to-34-year-old-females who voted for Trump” and “18-to-34-year-old-females who voted for Clinton.”<\/span><\/p>\n

When you buy “18-to-34-year-old-females,” you get them all.<\/span><\/p>\n

But…Those kinds of simplistic numbers are better than no numbers, and they make it easy for time buyers to buy “efficiently” (a bunch of them at a low price) rather than “effectively” (a bunch of well-targeted, well defined listeners).<\/span><\/p>\n

What Is More Convincing to a Business Owner than \u201cNumbers\u201d?<\/span><\/strong><\/span><\/h2>\n

If you’re a local business owner, probably you’re more concerned with “effectiveness” than a time buyer is. But without an objective measure of a station’s effectiveness, the local business owner, too, falls back on “the ratings.”<\/span><\/p>\n

(Unless, of course, the business owner buys whatever station s\/he listens to, assuming that the company’s customers share their own listening tastes and habits.)<\/span><\/p>\n

If your station is worthy of advertisers’ business, it should be able to provide prospects with documented results.<\/span><\/p>\n

The “professional” term for that is “case studies.”<\/span><\/p>\n

The business owner isn’t interested in the full color charts, graphs and illustrations in an account exec’s “sales kit.”<\/span><\/p>\n

Q: “Would you like to hear some of our case studies?”<\/span><\/p>\n

A: “No. But if you can give me the details of how businesses like mine made money by advertising on your station, I’ll give you a couple of minutes.<\/span><\/p>\n

If you can show one local retailer how another local retailer earned a positive ROI on its advertising investment, you’re halfway to a sale.<\/span><\/p>\n

If you can show one local retailer how six different local retailers generated a net profit by advertising with your station, you’re more than halfway there.<\/span><\/p>\n

But What if Your Station Doesn’t Have Any Advertiser Success Stories to Share?<\/span><\/strong><\/span><\/h2>\n

If you can’t present a track record of helping local businesses succeed, why should they gamble their money on your station?<\/span><\/p>\n

If you can’t present a track record of helping local businesses succeed, how can you look that business owner in the eye and say, “Buy an advertising schedule with us, because it’ll help your business”?<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

A Loyal Reader Writes: “Previously I worked at a different AM station that subscribed to Arbitron (now Nielsen). The station I’m working at now doesn’t subscribe to any ratings service. So I don’t have any ‘numbers’ to prove. So it’s a challenge. Why are folks so biased against AM Radio stations?!” Dan Replies: It doesn’t […]<\/p>\n","protected":false},"author":30,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":{"0":"post-19637","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-uncategorized"},"yoast_head":"\nSMART RADIO STATIONS SELL RESULTS, NOT NUMBERS<\/title>\n<meta name=\"description\" content=\"How can an AM station that doesn\u2019t subscribe to a ratings service successfully sell radio advertising? 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