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I have recently joined a networking group BNI (Business Networking International). Hopefully someone is familiar with and a BNI group in your area. My assistance request is this.....Radio advertising is so different than any other business type in the group (insurance, banking, attorneys, promo products). I have to give an 8 minute commercial about my business! First of all I am nervous, I don't know why when I can cold call strangers all day long and never break a sweat!!! I am hoping that some of you guys can help me with a topic idea that is not just "why radio" and that will keep their interest! Please Help!!!! Thanks so m
Replies to This Discussion
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Permalink Reply by Keith James on -
JULIE,
I HAVE FOUND THE LOCAL CHAMBER OF COMMERCE "BUSINESS MIXERS", WHICH MOST CLUBS DO FREQUENTLY, TO BE GOOD, AS WELL AS THE USUAL ROTARY AND OTHER SUCH SOCIAL/BUSINESS GROUPS... IF YOU HAVE FRIENDS IN ANY OF THESE, THEY LOVE TO HAVE GUESTS, AS THEY ARE ALWAYS LOOKING FOR NEW MEMBERS...
GOOD LUCK,
KEITH
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Permalink Reply by Mark Levy on -
You will do fine! I might ask your manager what he or she thinks would be important to others in that room, what kind of a take away could they get from you being there, something that positions you more as a resource than a sales person. Maybe something on overall market conditions, using digital marketing and or social networking to grow sales, dumb things people say in commercials, even something as simple as how to find and use co-op!
We do have a LOT of things on the RAB website to help you...BREAK A LEG!
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Permalink Reply by Jackie Mahr on -
You could do a liitle skit - infomercial style. Sell your 'product' of results through radio by holding up a portable radio and pitching it as a must buy with your contact info tag line throughout - in a radio announcer infomercial voice. Call NOW! Would certainly be different! and memorable! but you'd have to be comfortable doing such a thing.
At a networking event I had a one minute presentation - and simply did a commercial - for me! "just call Jackie @ KGBI!"
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Permalink Reply by M. Delores Wood on -
I recently spoke at our local chamber of commerce meeting about the same topic, Radio Advertising. I decided to speak about how radio advertising works...."The theater of the Mind", "Word of mouth being the best advertising" and how radio allows "the expression of feelings and emotions" to be used in the selling process. I pointed out statistics that prove the spoken word is better remembered than the written word....how radio is the same as word of mouth advertising, but instead of one person telling one person, it's one person telling thousands, and the fact that with radio advertising the advertiser is in control of what is being said. And, I also pointed out that broadcast media has been proven to be so persuasive, there are now regulations that prohibit advertising tobacco products and liqour(in certain situations) on radio and television. If radio can persuade someone to smoke, surely it can do the same with any other product. As an example, I showed examples of printed ads.....small and large....and then played spec radio ads using the same info from the print ads (the more entertaining the radio ad, the better)....and asked which one they would remember longer. I always find it harder to talk to a group of savvy business men and women than a one on one cold call. Good luck....I hope this helps!
Delores
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Permalink Reply by Cindy Rollison on -
Delores,
Where did you find the statistics for spoken word vs. written word?
Thanks,
Cindy
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Permalink Reply by Rod Schwartz on -
Cindy,
Don't know if this is Delores' source, but if you're able to secure a copy of the March 14, 1983 issue of Advertising Age (perhaps online?), you'll find on pages 27-28 an article by Jack Trout & Al Ries (co-authors of the seminal "Positioning: the Battle for the Mind") entitled "The Eye vs. the Ear." In it they presented scientific evidence that the mind "works by ear, not by eye." The research they cite was conducted by psychologist and memory expert Elizabeth Loftus of the University of Washington, whose experiments proved that the ear responds to information faster than the eye (22% faster), and the human brain retains information from the ear 4-5 times longer than it does information from the eye. There was so much good stuff in this article, I had it laminated to preserve it.
Subsequently, Jack Trout published an updated volume entitled "The New Positioning." The material on the eye vs. the ear appears verbatim as Chapter 14 (Minds Work by Ear). You might even be able to secure permission to reprint the article or chapter with appropriate attribution, to hand out to prospects and clients.
Good luck...and good selling!
-Rod
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Permalink Reply by Jack Walker on -
This will not respond directly to your question, but Roy Williams had an article on MMM about two years ago answering the question of print vs radio. Roy was working with a client on a weight loss product. He ran a nice print ad for the client, got good results but wanted more. He looked for a definitive study for print vs radio and there was none. So, Roy decided to conduct the experiment. He waited a few weeks after the print ad ran (to eliminate residual benefits), picked the same day of the week and spent the exact same budget on that day on one station as he did with the print ad. He ran the exact same copy with no professional announcer. Radio beat newspaper 14x1! He wasn't surprised by the result but was a little by the margin. So, he did it again and got the same results: Radio beat newspaper 14x1!
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Permalink Reply by Karen Carroll on -
WOW!!! My head is spinning with all of these great ideas!!! Keep them coming! I have read them all but I am going to take a much closer look at them this evening and you may be hearing back from me with more questions. Thank you everyone that has replied and so quickly at that!!
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Permalink Reply by Roger Burke on -
Karen, all good stuff here. Make no mistake about it, your emphasis is best placed on them, (client/prospect, not your media or specific station) but this is a "both-and" not an "either-or" That is to say, the focus is entirely on customer but the focus must also be your personal service. So, in summary this is partly about them, and partly about how Karen Caroll helps her advertisers. If Roy Williams is correct, and I wholeheartedly believe he is, the success or failure of an advertising campaign is rightly leveraged to the "message", not the "media". Bad creative regardless how viable the media fails. Great creative, on a nominally effective media still succeeds. As long as you genuinely care more about serving your advertisers with persuasive, and company specific creative, you can proudly, and convincingly put the emphasis on both the advertiser, and your ability to help them. Nothing radio-centric about that. Good luck,
Roger
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Permalink Reply by Cindy Rollison on
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Karen,
I am in BNI here in Blacksburg VA and it is most definitely effective if you work it right. I have served on the Leadership Team as President and Vice President over the years. I would definitely recommend you give them some words to say when trying to refer you and use stories of how you were able to help other businesses. When I did my first presentation, I began by asking "How many of you have been listening to my 60 referral request each week and would like to refer me but feel awkward starting the conversation with someone?" I then picked 2 or 3 members and used a situation they gave me, provided them with words to say to the referral and a success story to use to get past any concerns the referral had about meeting. My referrals increased drastically because I used my 8-min to sell them the "PROCESS" not the "PRODUCT".
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Permalink Reply by Nancy Hier on -
Karen, You have received excellent helpful suggestions. The response was as good as a college class. Your request started me thinking about a question we have been asked of Why Radio? It was fun for me digging in and pondering this: Ever think about how radio has enriched our lives? Radio is listened to everywhere. No exaggeration! Think about whom, when, where, and why RADIO is heard …The majority of the population has a radio that is listened to in their homes, cars, airplanes or boats. Why is this? Radio signals travel around our WORLD from the North Pole past the equator to the South Pole …with BOARD OF TRADE & DAILY OPENING & CLOSING MARKET REPORTS important to the stock market and agriculture community … BREAKING NEWS & WEATHER ALERTS air warnings during disasters or severe storms providing information … ADVERTISING for business product or services and political campaigns …NON PROFITS local Churches’ air worships service reaching shut-ins, older or ill people, anyone wanting to hear the LORDS messages. Why! Radio is even sent to outer space to moon walking, planet jumping astronauts with wake up calls on special occasions …campers, hikers, joggers & walker’s tune in …all the way down to the bottom of the oceans in submarines. TALK SHOWS …Radio is entertainment; it provides news, laughter, jokes, music, stories and plays. Think about it. What a powerful force, Radio has been with us before T.V., Internet, Cell Phone, IPods and all the modern inventions….. RADIO is still significant! ----------------- Nancy
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Permalink Reply by Millie Katzen on
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Karen, I was in a BNI group, and found I never received good leads from that group, it seems to just sell to each other, and was VERY expensive to belong to. I have been a member of a small networking group that is not national like BNI. We meet for lunch and is a very productive group. Look for/ or start your own that has the following as members: bankers, commercial real estate, chemical sales, office equipment/furniture sales, printers, moving company. You will get better leads that make more sense for you.
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