The discussion about advertising agencies and radio has certainly caught fire this week. Yesterday, we heard from two ad agency executives who asked to remain anonymous. They threw out the following list of questions and statements and asked us to see how you might react and answer them. Here goes…
If I’m a retailer with two locations and your station is winning in my marketing area zip codes, I like it, but to run a schedule I have to pay a lot of money for audience that won’t drive 10 to 30 miles to shop at my locations. Why can’t you come up with a solution for that?
How and when will radio compete in a world with Geo Targeting, SEO, and instant response?
If you can’t hire young people with potential in sales, all the training in the world isn’t going to make them successful.
Are stations bringing young people on board and paying them enough money to live like humans, dress like they’re successful, and drive a decent car?
How much time do radio sales managers spend managing their people, teaching, encouraging, and listening to what the salesperson is running into out on the street and coming up with positive solutions.
How much of a salesperson’s day is taken up writing sales reports?
Agency people are busy. Days are filled with everything from merchandising, photo shoots, commercial production, working with the buyers, running training sessions with store and department managers, in addition to planning and buying the advertising. Any seller who showed up and didn’t have their act together was gone in a minute. The sellers who got the buys were representing a station that fit the target, asked the right questions, made logical suggestions, and respected their time.