Toothless Commercials Don’t Work
RBR-TVBR Exclusive: I’ve been hearing salespeople complaining about their clients turning up their noses at effective advertising campaigns, opting instead for cliché-infested spots that...
Splitting 30 second commercials
Companies that have multiple brands are continuously faced with the difficult choice of allocating the marketing priorities, particularly for television advertising. Which brand will be the priority in the upcoming year
Being Interruptive Well
The beginning of a radio advertisement is without question the most important part. As a result, much of the focus of radio ad creation should be on the beginning and how it will
Groupon is making billions…so why aren’t you getting any?
“Groupon” sales are estimated in the billions of dollars and do you know where is that money coming from? It’s coming from local advertisers. ...
5 Ways Smart Leaders Conduct Accountability Talks With Their Sales Reps
Barrett Riddleberger advises handle accountability conversations
Focused press release ideas for your station or group
Integrating a public relations strategy into your media mix is one of the most cost-effective components in a plan. Having
Yuppie Paradise Branding (video)
Learn how shifting your focus away from product features and onto customer ego
Seven Winning Ways To Stop Sagging Sales Team Success
Is your sales team falling short of expectations? Ask yourself why. Expert sales coach Barrett Riddleberger puts this question to his clients on a first call to get their perceptions about why their sales team is not meeting expectations. Sometimes he gets clear responses. Mostly, he receives vague ones, as he notes in this latest column.
Nine Reasons Why Your Top Sales Execs Exit
RBR+TVBR featured columnist Barrett Riddleberger too often hears stories about good companies who lose their top sales reps. "In most cases, this can be avoided," he says. Here are some helpful tips on how to accomplish this task.
5 Things to Remove From Your Sales Meetings Now
Expert Barrett Riddleberger says many items don't belong in a sales meeting.
New Insight On Digital Advertising, And ‘Better Ads’
Google can block ads on a website without the publisher even knowing it. That's just one big takeaway from a new MediaRadar report on online advertising. It's great intelligence for broadcast media AEs looking for more fuel to win over clients skeptical of radio and TV.
What makes a good Local Sales Manager?
The impact of a Local Sales Manager on station growth and market growth cannot be overlooked. This position should not be set up as...
Why managers are often the worst brand builders
Even in these days of deep cost cutting, the in-house ad agency is exceedingly rare among large companies. You will find that most successful...
Ad agencies to advertisers: Go away!
As a broadcaster, your job is to make your properties a welcome place for ad agencies. That’s why it may surprise you to learn that one of the primary obstacles to your ad revenue growth may be that at the same time you are saying, “come on in!”, the message that many ad agencies are saying to the many thousands of small to medium-sized businesses that want to broaden their media buying to broadcast television or radio but don’t have mega-budgets is: “Go Away!”
The critical lesson radio sales must learn
In the 1970’s and 80’s, the company I worked for employed a programming consultant for our major market AM radio station. He was considered a top consultant in the industry at the time, with many years of experience advising the top stations in the country. Similar to other top consultants of the day, he was very precise on music selection and rotation. His strategies on music programming however, were based exclusively on his experience and perspective. For years, (when the competition among radio stations was much less than after the popularity of FM Radio exploded,) he helped many stations achieve great success. Predictably, he became quite confident that he was expert in knowing what audiences wanted from a radio station; in fact, he became quite cocky and inflexible in his direction to stations. This hubris almost destroyed our station. Here’s the critical lesson we learned that is especially relevant today for radio sales departments.