Hey Guys,
I am a direct RADIO rep, but also look after many advertising agencies. Was chatting with one of my colleagues the other day about how do we get more share of the advertising pie from Advertising Agencies. In the area I am in, Radio is only a small part of an agencies overall media buy. I have found many spend the majority on TV with a little on Radio. Any suggestions on how to increase the share of Radio and take it from TV! They know that a small percentage of Radio added to a TV campaign increases reach and frequency, but what are some ways or incentives to spend even more on Radio. (Other than dropping rate) Your thoughts?
I worked for a little over a year at an agency. Agencies make money off of creative. Radio provides little cash on the creative side to them. Agenccies also want to be positioned as up to the task on the newest trends. Therefore, many do not recommend radio at all.
Ah the never ending battle....always an up hill one.
A very vague question. Sorry but "looking after many advertising agencies' makes you sound like you're just an order taker. That could be your first hurdle to get over. Are you trying to change the overall mindset of the agency buyer?? Repetition with compelling information will take a while. Or are you pushing to get on a buy for a particular product/service?? Hard to say how to approach it without knowing the product or service/clients the agency works with.
RAB is a fantastic resource. It's devoted a lot of research to this very dilemma. If you are a member station, RAB can even customize some research for you. Or you can peruse the RAB site and create a few compelling power point slides & graphs.
Do you know why the buyer likes TV so much? Reach or Targeting. The internet has helped level the playing field a little when it comes to Reach. Radio blows TV away when it comes to targeting. Show the buyer how good your streaming & banner ads deliver..how many streamers, impressions, etc..
You have to know what you're going after in order to devise a plan.
