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If I was in baseball, you might say that I’ve “hit for the cycle.” In my career, I have pretty much-done everything from on-air programming to production, operations, corporate exec, research, business owner, sales, and market management. I would consider myself “well-seasoned.” The challenge for most who share the same status is that we become stuck in our ways and less able to adapt to change, especially in sales.
Shifting experienced, long-term, successful radio marketing professionals into the digital advertising space requires education, empowerment, incentives, and, most of all – patience and understanding. They simply haven’t been brought up on this new-fandangle opportunity called digital. It’s like teaching “common core math” to those of us who learned “procedural math” in school.
The truth is that digital advertising is no longer just an option but a necessary addition. In fact, many companies are now leading with digital. Traditional radio advertising is most definitely still extremely relevant and effective, but it can greatly benefit from the combination and integration of digital platforms and vice versa. For those selling radio, this shift requires additional tools that enable them to create new revenue streams.
Obviously, it will be crucial to understand the landscape. Digital ads offer a range of formats, from display ads, video ads, OTT, SEO, social media, and sponsored content with new terms like geofencing, PPC, and so much more. Providing comprehensive training on the basics of digital advertising, including SEO, SEM, PPC, and social media marketing, is a good starting point.
The good news is that the best salespeople already have a deep relationship and understanding of their client’s goals from a radio perspective. The progression for radio sellers is to help them see how digital advertising can complement and amplify the reach and effectiveness of radio campaigns. Traditional sellers and clients should be excited by digital’s ability to offer precise targeting and measurable results.
For a smooth transition, salespeople need solid training from experienced sellers. Real-world scenarios, role-playing, and digital campaign case studies are all essential tools for proper training. The RAB has excellent courses through its business development team. Providing access to these tools boosts confidence!
Support from a DOS, GSM, GM and Digital Strategist is imperative. I recommend establishing a training program where experienced digital marketers take on the role of mentor for traditional sellers. A dedicated support system will help with any doubts or challenges that will certainly come up. Most of all, make certain all your salespeople feel valued and confident in their new roles and their newly discovered goals.
As we all know, motivation plays an important role in a team’s performance. When I first became a general manager, I wondered why extra incentives were even necessary. After all, salespeople can make as much as they want by simply seeing more clients and building more relationships. I quickly learned that extra incentives and rewards for meeting sales targets were key to motivating a team. It really doesn’t matter if it’s financial bonusing, recognition awards, or career advancement opportunities; any type of reward helps motivate, especially when it’s an area new to them, like digital sales. These incentives ensure that the entire team is working toward the same objectives.
Success stories you can garner from other stations or companies using digital integration are also a strong motivator. Real-world examples of improved revenue, higher customer interest and engagement, and client satisfaction will demonstrate the many benefits of digital.
Finally, keep in mind that no one likes change, and encouraging people to embrace constant change as a growth opportunity is challenging, to say the least. Continuous learning opportunities, updated industry trends, and being open to new ideas will keep them ahead of those who are resistant. My dad taught me years ago that forcing anything to move in the direction you desire will most likely fail, whereas gently guiding a team through any transition will assist in making it a natural progression.
Bob Lawrence serves as a Market Manager for Seven Mountains Media, overseeing the company’s Parkersburg, WV/Marietta, OH cluster. He has held virtually every position in the business over his 40+ year career, from being on-air in Philadelphia, San Diego, and San Francisco as well as programming legendary stations including KHTR St. Louis, KITS Hot Hits and KIOI (K101) San Francisco.
Bob also honed his research skills over ten years as Senior VP of Operations at Broadcast Architecture, eventually launching his own research company and serving as President/CEO of Pinnacle Media Worldwide for 15 years. Bob spent five years as VP of Programming for Saga Communications before joining New South Radio in Jackson, Mississippi as GM/Market Manager. Prior to joining Seven Mountains Media, Bob served as General Manager for the Radio Advertising Bureau, overseeing its “National Radio Talent System”.
