If you have been in radio sales long enough, you will have sold not only radio but plenty of other side dishes. NTR events, direct mail pieces, fund raisers with clients, and now, digital.
I read with great interest how Dan Bennett, the General Manager of Cumulus Dallas, described how his staff sells digital advertising. Bennett pointed out that it is sold in tandem with radio but at the same time in his market it isn’t more than 17% of his total business. The radio ad, or live/testimonial read, is king for his top performing cluster.
What he did do is lay out the reasons we all should be adding digital into the mix. It is a great way to take away your clients’ radio objections like, “radio is too fractured”, “radio isnt enough”, or “everybody is on their phone now.” Let’s look at what we are really selling here, what we don’t sell and some misconceptions around selling digital as a radio seller.
Let’s start with the basics: what the hell is digital?
I think the best explanation we can offer our clients is that we live in a wired world- not electricity or cable- but internet connectivity. Our pc, tablet, phone, car, and home devices like Alexa are all part of the digital world. But that’s not what we sell.
We sell streaming ads, video pre roll, google display, geo fencing, and display ads on our web site. Make sure you define this for your advertiser, so they clearly understand your digital elements other than on air commercials. And make sure you drag them through the conversation about surrounding our listeners. There are so many ways listeners interact with our stations, make sure your client’s story is not only told in the car but on their phone, computer, etc.
We all have sold the classic display ad in our radio packages forever it seems, mostly on our own, often low-trafficked web sites. But what we really are best at selling is a marketing plan. Think about it. When we lay out an annual contract to a client it includes spots and dots of course but also promotions, both station and client sales oriented, copy strategy, demographic study, etc. We need to commit the same time to becoming a digital consultant as well. When we get at the whys of what makes the digital solution best, we are addressing the most important part of the sales process. If you can describe a radio strategy like reaching more white-collar men 35-54 between 7am-8am on your morning show, than you need to apply that same lingo to your digital presentation. It really is no different. It’s just that you can also say if they want to reach more white-collar men 35-54, do it with geofencing while those men are shopping at your clients competitor!
Don’t be scared to apply some trial and error to your digital selling. You weren’t perfect when you started selling radio. Don’t forget the remotes that didn’t work, the NTR booth you sold where the client didn’t get any leads or the direct mailed coupon that wasn’t redeemed. It happens.
Just spend some time getting to know the 3-4 digital assets that make the phone ring, produce inbound emails or move customers from a competitor to your client’s business. Take a digital seller with you on some calls. Ask your best direct clients about their digital marketing. If they are clueless and have outsourced it, offer to look it over with them. You may find an opportunity there. The investment you make in yourself will pay off for years to come. And think about what will happen if you don’t do it?
Jeff Caves is a sales columnist for BSM working in radio and digital sales for Cumulus Media in Dallas, Texas and Boise, Idaho. He is credited with helping launch, build, and develop Sports Radio The Ticket in Boise, into the market’s top sports radio station. During his 26 year stay at KTIK, Caves hosted drive time, programmed the station, and excelled as a top seller. You can reach him by email at jeffcaves54@gmail.com or find him on LinkedIn.
