Networking for radio sales professionals from Grace Broadcast Sales.
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I worked in radio for a long time. I am now marketing for another medium, but unless this yoga studio has a BIG budget, sometimes you just need to walk away. Spend your energy elsewhere. The other thing I would say if your heart is set on closing this client, is give them what they want. Do a high frequency 3 days a week schedule promoting the "specials". The other idea that has worked for me when I am dealing with ego maniacs is to put them (the actual client) on the ad talking about themselves and the business. Play up to their ego. Have them into the studio to record. Tell them "I know you guys are the best there is. I would love to see what it would sound like if we had you in the ad." The other idea I have (and last I promise) is to do a longterm promotion with them. Have them in the studio once a week talking about a specific pose and why it works (5 minute segment and name it something cute like "down dog/ stretch it/ midday pose wednesday". You could even tie it into your "listen at work" station and invite the office (on air) to get up from their desks and try the pose. Do a combined text to win campaign for a free yoga class. That way it's not "a long term ad schedule" and it becomes interactive as well as plays into their ego.
Mirror their logic.
Will a few weeks of yoga benefit the client or do they get better results with a longer committment? Same with radio. Does the yoga studio want short term clients or long term? Why? Same with radio. Does is make good business sense that in a city with a major university there will be at least 50 people that if they knew about the yoga studio would become customers?