Back in late November, OpenAI introduced ChatGPT, the newest creation of artificial intelligence designed to be helpful to all of us. It is a ‘chatbot’ designed to simulate human-like conversations via text.
For now, you go to the ChatGPT website, type in questions, and ChatGPT provides the answers. For a radio salesperson, think of Chat Generative Pre-Transformer as a resource for research, ad copy, and prospecting. And you can try it right now for free. There is a ChatGPT+ with added features for $20 monthly if you want to go all in.
Microsoft has invested $10 billion, which will be how they get their search engine, Bing, to compete with Google, Apple, and others. I like to think of it as Google without all the ads and links but the answers to your questions. It is easy. The sports radio panel experts will for sure mention it at the BSM Summit in LA in March.
I typed in, how can ChatGPT assist radio advertising salespeople? Here was the five-part answer:
- Providing market insights: I can gather and analyze data on consumer behavior, demographics, and buying trends to help salespeople understand the target audience and create effective ad campaigns.
- Brainstorming ad ideas: I can help generate creative ideas for ad campaigns based on the target audience and industry trends.
- Drafting ad copy: I can help write persuasive ad copy that captures the attention of the target audience and effectively communicates the benefits of the product or service being advertised.
- Handling customer queries: I can assist in responding to customer queries, resolving complaints, and providing customer support to ensure a positive customer experience.
- Conducting competitive analysis: I can help salespeople understand the competitive landscape and develop strategies to differentiate their product or service from others in the market.
Overall, I can provide radio advertising salespeople with valuable support in various aspects of their work, from strategy development to execution, enabling them to create successful advertising campaigns and achieve their sales targets.
I followed up on the competitive landscape point and asked why radio advertising was better for a local advertiser than Google ad words or search. Here was that answer:
While both radio advertising and Google AdWords/search can be effective marketing tools for local advertisers, radio advertising has some advantages that make it a better choice for certain businesses. Here are five reasons why:
- Targeted local audience: Radio advertising allows local businesses to reach a targeted local audience based on geographic location and demographics. Local radio stations are a great way to reach local customers who may not be actively searching for products or services online.
- Cost-effective: Radio advertising can be less expensive than Google AdWords/search, particularly for small and medium-sized businesses. Radio advertising rates are often more affordable than digital advertising rates, and a well-crafted radio ad can have a significant impact on a local audience.
- Builds brand awareness: Radio advertising is a great way to build brand awareness in the local community. A well-crafted radio ad can help establish a brand in the minds of local customers and can create a memorable and emotional connection that can’t be achieved with a simple Google search.
- Emotional connection: Radio ads can create an emotional connection with listeners through music, sound effects, and voiceovers. This emotional connection can lead to increased brand loyalty and customer retention.
- Local support: By advertising on local radio, businesses can demonstrate their support for the local community and build a positive reputation as a local business. This can be particularly important for businesses that rely on local support and referrals.
Overall, while both radio advertising and Google AdWords/search can be effective marketing tools, radio advertising can be a better choice for local advertisers looking to target a local audience, build brand awareness, and create an emotional connection with customers.
The options are endless for how this technology can help you. Get ahead of it and be the person who figures out how it can help your clients as well.
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.
