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ENS on SalesENS on Sales is Wayne's weekly media sales tip. You can signup below to get your free copy in your email every week, and you are welcome to view our archives. To request more information please complete the following form:**All requests are submitted only to Angela and Wayne of ENS Media Inc.**
Do You Fear Great Creative?Do You Fear Great Creative? Some misguided radio account executives fear counseling their key clients to pay for outsourced creative. They believe that every dollar invested in creative is a dollar they lose from their airtime budget.
The opposite is true. Once clients have invested in great creative, creative that works, they invest MORE on radio, not less!
Many radio stations do have excellent creative resources in house. The problem is the same writer is often saddled with writing commercials for four or five competing car dealerships or furniture stores.
Couple that potential conflict of interest with the fact that same writer writes hundreds of commercials each month, and the likelihood that they’ll knock the ball out of the part every time is dramatically diminished.
Great creative ultimately results in happier clients and bigger broadcast orders. The myth that radio advertisers should use ‘free’ creative has caused more advertisers to conclude “radio doesn’t work” more than any other factor.
When presenting to local business owners, focusing on the creative instead of your station, achieves a number of objectives;
1.) Customer Focus Your media presentation is all about you, the commercial message is about the client….which do you think is more interesting to the client?
2.) Differentiation Advertisers with increasing media choices and a growing list of competitors know they need a message that clearly differentiates them from those competitors.
3.) Results Your prospects can buy spots and space anywhere, and most of them are weary of every media’s claim to be ‘number one’. They want results, and need help crafting messages that will create those results, regardless which media they buy.
Are you looking for a proven creative outsource for your key accounts? We often work with, and recommend, Jeffrey Hedquist of Hedquist Productions. Jeffrey can be reached at Jeffrey@hedquist.com
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