william d. holderfield's Page

William,

I send out a radio sales tip newsletter called The Jingle Of The Week to members of Radio Sales Cafe. May I send you a copy? If you'd like to receive the free sales tips, just send me back your email address!

RSC does not provide email addresses ... I'll need your email address to get started.

Jim Reilly
American Music Concepts
JingleJim@AmericanMusicConcepts.com
732-2551-504

Can you send me a direct email address .. send it to romcradio@gmail.com and I will forward the package to you.

Great news for creative sellers from an article from Paul Waylan:

It's budget time and the Yellow Pages loss is our potential gain. Dogs believe that all food is potentially theirs until it's actually eaten by someone else.  It's time for broadcasters to think that all product/service categories are potentially ours.

On the street I'm hearing more local clients saying things like, "Well, we're looking for new ways to use our Yellow Pages budget," or, "We're cutting way back on print next year." Great!

Some of these clients considering larger broadcast budgets for 2012 include attorneys (business, divorce, bankruptcy),  doctors (OBGYN, sleep specialists, podiatrists, sports medicine, geriatric, chiropractic), dentists (general, cosmetic, pediatric), movers, independent insurance agents, garage door companies, CPA/ Bookkeeping services, remodelers, funeral homes, pest control, HVAC, plumbers, roofers, electricians, independent grocers, long-term and elder care, veterinary medicine and Internet service providers, to name a few.

Many of these decision makers are considering spending serious money in broadcast for the first time so we need to make absolutely sure they have good first experiences.

Broadcasters must approach these categories with strong long-term creative campaigns that focus on solving real consumer problems. We must lead the way in the creative process because otherwise, the clients are forced to come up with creative options on their own and we know how that works out. Instead of commercials that focus on solving consumer problems, we get spots that are all about the client and their accreditations, family members and the fact that they MUST sell 50 units THIS WEEK! And when those don't work out so well, the client cancels or cuts back.

We must also lead the way and show decision makers what WE think constitutes the level of spending necessary for clients to dominate their product/service categories on our stations. If we don't teach them about acceptable levels of spending, we know what they'll do, scrimp on how they budget for us. The skimpy budget combined with weak, client-centric creative results in mediocre results and cutbacks or cancellations.

It's "Cookie Time", folks. Let's wag our tails and eat while the eating is good.

Great to hear your business is good .. I put together a Christmas Open House .. ad package that has 3 levels of commitment .. promos .. greetings .. remote .. spots .. I can send it to you and you can reprice it as you see fit.

Let me know.

Tom

William .. great to see that somebody has been in the broadcasting business as long as I have.  Hope all is well in Enterprise and that your business is booming!

Tom Collins