Most broadcast salespeople and newspaper salespeople do not pay enough attention to assisting their advertisers in their marketing. Do we understand what marketing is? Here are two examples of marketing from McDonald’s and Disney. One of McDonald’s marketing initiatives was to make sure they have “clean toilets”. For Disney it was “no gum getting stuck…
This week I made some radio ads for a security client of mine. They are brand building ads and the client was happy for them to be slow burners. I kept them as simple as possible and spent some time casting them. However the client wasn’t happy with the voice I choose and suggested a…
In Dan Kennedy’s newsletter for September, he was asking that exact question. Business is basically about winning the hearts and minds of your valuable customers, your advertisers in the case of media. I am always a strong advocate of looking outside your own business to other businesses and observing what they do to see if…
When you get a new business client on board, how do you treat them? If you’re anything like most reps, you want to hit a home run with that first campaign, make sure it delivers and then some. It got me thinking – why don’t we treat every campaign like that? Why is it only…
Here are 5 tips to kick start your week and help you serve your clients better. Talking to them - I know this sounds simple, but everyone is focused on what is happening in the world economy right now, and your advertisers are not. They might have one eye on the news, but they also…
An excerpt from Doug Gold’s book Fun is a Serious Business – The MoreFM Story There are many who say you should never even mention your competitors to customers, much less actually praise them, but I have always believed that clients respond positively when you give credit to your opposition. It signals that, firstly, you…
