ShareThis
First Visit? Download 15 Ideas to Modernize Your Sales Department. It's Free.
John Potter of the Radio Advertising Bureau recently attended the Online Marketing Summit in San Diego. You can read his complete post here at RAB.com. Because I get a lot of questions about selling interactive, I thought you would find this excerpt interesting:
- Contextual advertising creates more results…and happier clients who buy more advertising. Nothing new here, but many marketers have documented this.
- Present to advertisers in a way that you are allowing them the opportunity to be on your site. And it’s true: Being selective in the right advertisers that match well with your audience will be better for your audience as well as getting advertiser results.
- Marketers agree, even direct results marketers, that if your brand is well recognized you have a better conversion rate. Remind your advertisers of the importance to brand their business through your on-air and online advertising. The big brand wins. Look at NikePlus. They own the category.
- Look at the metrics of the advertisers on your site. Which got the highest click-through? Ask your advertisers about their conversion rates. Which were the highest? Once you have identified who gets the best results on your site, prospect more advertisers from that category.
- Specialty creative works best. Have your advertisers run custom creative that relates to your audience. For example: A News/Talk station’s business news page might run an ad for MetLife: “You know your business. Do you know your life insurance?”
- When online marketers talk about integrated campaigns, they mean integrating various new media (website, e-mail, social media, chat, blogs, podcasts…). Pure digital markets are not including traditional media in the integration. Our opportunity is to talk with traditional agency and buyers and add digital to the Radio buys.
- Filter your listener e-mail lists so the advertisers in your e-mail are of interest to those listeners who receive it. Example: Listeners who like sports get sports- oriented advertising.
- After social media, online video is of most interest to marketers. For example: Consumers like to know about a product before making a purchase and they like to get the information in the form of video.
- In spite of questionable accuracy of metrics, you need to have some substantiation for your recommendation when presenting to advertisers.
By the way, John also talked about Ideas For Better Communication With Your Advertisers And Prospects. #1 on his list was “Create a separate website just for your advertisers to distribute marketing information.” What a great idea! Want one? Learn about the award winning Radio Advertising Center sales department website.
