Hi Everyone-
I just joined the Cafe. I'm a writer and editor by trade, but my brother has a sports talk radio show in Denver and is having a really hard time selling his show. The biz model is that he buys the air time and gets all the ad revenue he sells. If a station sales rep sells an ad on his show he gets a small cut.
Our biggest problems are (1) the time slot, and (2) our inexperience. His show currently runs from 6:00 am - 7:00 am Monday - Friday. It's considered drive time, but not the best for selling.
Neither my brother nor I have any sales experience. He is the show host, and a former NFL-team employee. I'm his new director of sales.
Any suggestions of how to find the right contacts, how to cold call businesses, and how to close, would be extremely helpful.
Thank you,
Newbie with "deer in headlights" look
The time slot is potentially a killer - tho in Denver I understand commutes are incredibly long, stop-n-go affairs.
You didn't mention it but does the station run promos in other dayparts to push listeners to that time? Can you do the sports update portion of the newscasts?
Advertisers buy what they know about or believe others will be drawn to. It creates value. If you have ratings for that time period from the station (and permission to use them) that would be helpful. Have packages - at least 3 with tiered costs. Outline specifically what each level of sponsorship gets.
You may want to consider creating your brother and his show as celebrity status - this can be done with a combination of the station, social media and public relations. His show could be broadcast from a local restaurant where he invites guests to join him, answers texts and emails from listeners over the air - the restaurant as a sponsor. He needs to get in some photo and video opportunities with local sports people just for the exposure. Get invited to clubhouses, broadcast booths . if he involves local high school info in his show content that will increase interest in his show - and he can notify the local high schools when he is talking with those coaches or players. That kind of thing. There are 7 professional teams in Denver. Look at doing things like a craft brew tasting with a Bronco player at a local brewery, bowling for Muscular Dystrophy with an Outlaws player or playing golf in a charity event with a Rockies player. What will probably make the show successful will be having some kind of perceived insider status with the Denver sports world.
It would have been a good idea to have at least 1-2 sponsors before you committed to this - advertisers beget advertisers.
Diane-
Thank you so much for your advice! This is great stuff!
Todd
