The Newspaper Advertiser Window of Opportunity
When talking to a newspaper advertiser, remember their frame of reference is "an ad" -
it's visible and tangible, versus our "spot schedule." It's hard for them to picture
"a spot schedule" in their minds. "Spots" by themselves (unless the creative is absolutely
superb) aren't regarded as high value. Remember, they've pictured, seen, touched, felt -
their advertising. When saying "you ought to use radio because readership is down, linage
costs are up" you might be perfectly correct - but that still leaves them empty.
For years we've been trying to sell radio to newspaper advertisers - using only statistics.
And you know the result. Flop-er-ooo. So give them something to hear - and something to see.
- A well-done spec spot can do this. Make sure the spec script is part of the presentation.
Something they can write on - change - revise - just like they're accustomed to doing with print ads.
- In the presentation make sure there are professional photos of successful promotions you've done -
so they can imagine themselves in it - now you've got a fighting chance.
- Your website. It's a great asset here. It's visual and it's in color.
Make sure it's part of any presentation for long-term advertising on the radio.
In fact, it's the web idea that might have a bigger power of swaying them over - than the spot schedule.
- Radio/Print. Good friend Dick Downes wrote to remember his company and his product. He has dozens of very successful,
well-established radio-print products. Go see them at www.cpmgroup.com
and www.zowiemail.com.
These are products, that when linked with radio, would ice a newspaper advertiser for some significant revenue.
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