Selling Against Broadcast Media. 3rd in a 5 part series Paul A. Kiewiet MAS CIP CPC paul@brandkiwi.com

Transcription

1 Selling Against Broadcast Media 3rd in a 5 part series Paul A. Kiewiet MAS CIP CPC paul@brandkiwi.com

2 Which Advertising Medium is growing the fastest? A. Television B. Radio C. Promotional Products

3 Which Advertising Medium is Larger? A.Radio B.Promotional Products

4 Which Industry is Larger? A. Television Advertising (network and local broadcast) B. Premium Incentive Industry?

5 Learning Objectives A little broadcast media history. What TV Does Well. Why Cable TV Advertising is HOT. Radio is still relevant. Why broadcast advertising buyers are already sold on what you offer. How to be the added value along side of a broadcast buy.

6 History - Radio Turn of the 20 th Century 3 National Radio Networks Home and Family Entertainment Important source for news

7 History - Television Commercialized in 50 s CBS, NBC (owned by tv maker RCA) and ABC (created by and spun off of NBC). Continued the radio tradition of home entertainment.

8 Your Media Competition and Sales Comparisons

9 TV Ads Can Tell A Story Combining sight and sound Tell stories Invoke emotions

10 TV ads can be cost-effective 6 Types of TV ads 1. Topical relating to a news event or topic 2. Image ad reinforcing key attributes 3. Comparison ad 4. Testimonials 5. Peer Pressure 6. Proof of Performance

11 TV Ads Reach a Target Audience Viewer age, income, education, interests, home value, ethnicity. Who watches what and when

12 Memorable Plop, Plop, Fizz, Fizz Snap, Crackle, Pop He Likes it! Where s the Beef? Spuds McKenzie

13 Cable TV is Smokin HOT 1. Cheap 2. Targeted 3. Efficient local 4. Low/No Set-up fees 5. Infomercials

14 Perfect for demonstrations Tell a story Show how to do something Product comparisons Problem/Solution Feature/benefit

15 Why Radio Rocks! Radio ads are cheap to produce. Low set-up costs. Fast Turnaround Time.

16 Radio Hits a Target Audience There are 58 specific formats for radio stations.

17 Radio has a low cost per thousand Low cost per thousand means the advertiser can buy multiple ads and increase frequency within the reach they are purchasing.

18 Focused Message With just 10, 15 or 30 seconds, advertisers must be very focused on a simple message.

19 Sell Like a Pro! Ask questions Solve problems Help them Tell stories Recommend Enhance the brand

20 Set-ups and Extras. Low or No set-up costs can be very appealing. The best surprise is no surprise. Amortize set-ups and extras into your selling price.

21 Fast Turnaround Time You Got It Flaunt It.

22 Know Their Audience Ask them about their customers. How do you want your customer to feel about your company? Observe. Research. Make better recommendations and you ll make better sales.

23 Talk about VALUE Promotional products have a very low CPM because We remain to be seen, get shared, get worn, displayed and provide implied endorsement. We generate word-ofmouth recommendations. We are the beginning of a relationship. Others interrupt. We engage.

24 It s about the story Help them tell a story Elicit an emotion Motivate a behavior Make a memory Promotional products are the ONLY medium for which people say thank you.

25 Get It Right The right product for The right audience, At the right time, In the right place, With the right message.

26 Work With Broadcast Make it measureable. Add premiums and incentives to broadcast messages.

27 Extend the event, personality Create a sense of community Get outside the studio Commemorate Celebrate

28 Give Broadcast Dimension Turn on-air personalities, mascots, spokespeople and logos into plush toys, bobbleheads and minatures.

29 Fill in the missing senses Only promotional products can touch all five senses. Promotional products can also extend the visual and audio messages delivered through broadcast.

30 Establish Promotional Products as a Powerful Strategic Advertising Medium 1. Don t sell junk. Leave money on the table. You can pick it up later. 2. Come in with a notebook and pen, come back with an advertising plan to reach the right audience, with the right message, at the right time. 3. Explain why your solution can solve their problem.

31 Become an Advertising Professional Ask the right questions Search for solutions Know your medium Prescription without diagnosis is malpractice!

32 If you would like to discuss further, please contact me at: Paul A. Kiewiet MAS CIP CPC Follow me on Twitter, LinkedIn, For a free monthly newsletter call or me.