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Traditionally, our role as salespeople was clear: meet with clients and focus primarily on selling radio spots—enter WKRP’s famous peddler, Herb Tarlek. Clients had to meet with other reps if they wanted TV, newspaper, or direct mail. Not today. With stations now offering a full suite of services, including digital marketing, SEO, SEM, website development, OTT, email, and more, we must adapt and channel our inner Don Draper, the iconic Mad Men ad agency account executive. We can draft solutions that drive business growth by exploring the client’s needs and capabilities. While developing the necessary product knowledge, creating proposals, and executing campaigns takes more time, this effort is essential for successful outcomes. For success, you must digest and invest.
Understanding the Expanded Role
Most of us now have access to a comprehensive range of marketing services and have established partnerships with outside vendors to offer white-labeled solutions. This evolution allows us to provide clients with integrated advertising strategies. Like Draper, we need to broaden our skill set and approach client interactions with creativity and insight. We must recognize that if a client has financial resources, we should present well-rounded, long-term campaigns. This requires collaboration and time to develop creative fulfillment, placing us at the center of the process, much like an ad agency AE.
We Do It All
One hallmark of an effective ad agency account executive is their ability to build strong, trusting relationships with clients. They invest time in understanding the client’s business, goals, and challenges, then collaborate with their agency team to develop tailored campaigns. By adopting this mindset, we can position ourselves as strategic partners rather than just salespeople. This involves asking insightful questions, actively listening, and customizing recommendations to fit each client’s needs.
In our roles, we wear many hats: project manager, proposal writer, researcher, communicator to vendors and clients, presenters, and even bill collectors. We need to become advisors and multi-channel presenters. Last week, I sold radio spots, digital billboards, email campaigns, and targeted display ads. Some clients focused solely on digital, while others embraced a multi-channel campaign.
Offering Comprehensive Solutions
Clients today expect integrated marketing solutions and are typically uninterested in juggling multiple sales reps for a single deal. By embracing the Don Draper approach, we can elevate our target accounts to those with the resources to invest in comprehensive campaigns, not just 13 weeks of radio ads. We must leverage both traditional and digital media, using radio to drive traffic to a client’s website or social media pages.
Staying Ahead of Industry Trends
With new technologies and platforms emerging regularly, we must stay well-versed in these trends and adapt our strategies accordingly. Understanding the latest in digital marketing, social media algorithms, and consumer behavior is crucial. This knowledge enables us to provide clients with cutting-edge recommendations. Maybe we should meditate like Draper to expand our thinking!
The Data Dump
Data-driven decision-making is a cornerstone of today’s advertising landscape. Analytics allow us to measure campaign performance and adjust strategies in real time. Radio reps should adopt this practice by utilizing data from both radio and digital campaigns to inform their recommendations. For instance, if a radio ad campaign generates significant online traffic, we can analyze this data to suggest increasing ad spend or expanding the campaign to include additional digital channels.
By channeling your inner Don Draper and pushing yourself for self-discovery to learn more, you’ll secure longer-term, more profitable contracts—maybe even write a legendary jingle! You’ll also be learning new skills and staying ahead of the curve to solidify your future in this business. By building strong client relationships, offering comprehensive solutions, staying ahead of industry trends, and leveraging data, we can position ourselves as indispensable partners in our clients’ marketing efforts. So, let’s leave the plaid jacket behind, meditate, and embrace the skinny suit.
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.
