industry members
A. Michael Uhlmann
  amu communications
Mary Hediger
  Big Bang Marketing Consultants LLC
mo fitzgibbon
Artist Development   Walker Fitzgibbon
Gaylene Gibson
Owner   Third Eye Live
Layne Alltson
President   Creative Network Management
Denise Morgan
  self employed




HOT TOPICS FROM THE PROS
Brian Wright

Wright is a 30-year radio programming veteran. He’s successfully served many companies over the years as PD, OM and VP of programming.

16 years ago, Wright joined Audience Development Group and has enjoyed building alliances with scores of stations in the US & Canada helping them grow in ratings and revenue.

 

Sales Techniques
 
When I was 12 years old my grandfather Emmitt told me, “Briney, no matter what company you end up working for remember… sales solves all problems!” After nearly 40 years in the radio industry I believe it is safe to say that Emmitt was correct. When sales are down every problem is amplified by the same percentage your revenue is down. Even personal conflicts are not as bad when revenue is up. Over many years, Audience Development Group has learned some steps you can take to improve your sales, by getting in front of the person that can tell you “yes.” Here are 15 hot tips:
 
1. Call early, between 7:30 and 8:15 am, or late, between 4:30 and 5:00pm.

2. Don't ask for the person in charge of advertising. Ask for the owner, president or top manager.


3. If the top person, such as the president, gives you the name of the decision maker then call that decision maker and tell him/her that the president (using his name) told you to call.


4. If you call the decision maker who returns a call while you are out, when you call him/her back and the secretary asks, "What is this regarding?" say, "I'm returning Robert’s call."


5. Don't say, "May I please talk to Mr. Anderson?" Say, "I need to talk to Bill please."


6. Have confidence in your voice.


7. Use their first name and your first name when the secretary answers the phone.


8. When you call, don't say you want to talk to them. Instead say, “Hi Jessica Is Bill in?”


9. Don't leave messages. Prospects often don't call back.


10. If you have to leave a message, leave only your first name and phone number without your company name.


11. Leave short, funny messages to arouse curiosity.


12. Get the secretary's name and use it every time.


13. Have an assumptive attitude.


14. If you can't get the decision maker on the phone after several attempts, then cold call this person, in person.


15. Avoid leaving messages by saying, “I’ll call back"  

 
Remember, the purpose of these types of phone calls is to sell an appointment not to sell your station. In order to do this, you have to withhold as much information as possible about your station so the prospect can't put you off with objections. Obviously, you will often have to give some information, but less is more in this case. If you give them information over the phone it eliminates the reason for a face to face meeting. Again, create curiosity.

You can Reach Brian Wright a100 Grandville SW . SUITE 203. Grand Rapids, MI. 49503. PHONE: 616-940-8309  FAX: 616-940-9105
E-mail: /pdqa  Web Page: audiencedevelopmentgroup.com

  



















Election Coverage 2016

 
With the Presidential elections just a few months away it is important for you to firm up your plan for election night and morning after coverage. No matter how involved your coverage is going to be you need a solid plan. We also need to view this information as having a high level of interest with your audience, transcending its categorical boundaries. The more polarized the candidates are the higher the level of interest.  Do not view this information as a tune-out, like your competitors will do.
 
The needs of your audience change during unusual circumstances. This is one of those times. No matter if it’s a 30 second update on your music station or a 30-minute update on your news-talk station, do it very well.  Adjust your programming to accommodate the listener’s demand for details on a frequent basis.
 
This has been a the most emotionally charged election season in history which will be carried right over to your station. You need to be THE mobile connection point for your listeners. 
 

Here are some recommendations for you.

                                    

  1. Start promoting your election coverage November 1st. Do it at least once per hour.
  2. Drive home the exact times you will be having updates. You could say, “It’s the 101 WADG Election Coverage Guarantee, where you get instant updates at the top and bottom of every hour and break-in bulletins as they happen! 
  3. Make sure you develop a name for this coverage like, “101 WADG Your Election Source For The Work-Force.” Or “The 101 WADG Election Connection.” Make sure it is used in every report and every promo.
  4. Don’t be afraid to use accentuation-audio in these reports. Remember…Just as TV has video, radio has audio and don’t be afraid to use it. Your audience expects it. It would also be good to run convention-room noise behind your reports as well to generate and exciting atmosphere.
  5. Make sure you use one standard bumper bed that becomes your signature theme for the night and next morning. Use this bumper music in your record promos as well. Use this bumper going into and out of each report, including bulletin alerts.
  6. Make sure all of the people you have reporting your information are well versed in what they are talking about. You simply can’t afford to lose credibility at this time.
  7. Keep it simple. Don’t worry about official terminology. Be conversational and convey the emotion of the event.
  8. Try to capture “man on the street” audio as well to get the “feel” as to what the average person is thinking.
  9. Make sure your webpage contains prominent coverage. Do not conclude your coverage until the race is won.
You can reach Brian Wright at:
100 Grandville SW Suite 203 
Grand Rapids, MI. 49503 
Office 616-940-8309 | Cell 616-498-2651 
/pdqa


http://www.allaboutcountry.com/Images/AllAboutCountry/site/ads/PDQAbanner.jpg, /Images/AACNew/Newsletters/Eric-Chesser/728_X_90_Banner_Layered.jpg, http://www.allaboutcountry.com/images/AllAboutCountry/site/ads/hottopicsfromthepros.jpg, /Images/AACNew/banners/SH_AAC_BottomBanner.jpg,