ASIA

Selling Radio Direct with Pat BrysonEight things advertisers told me they wanted from our reps…

Before I started BBI, I was a market manager for radio stations. One night, I woke up at 3:00 AM with this thought: “What do retailers and agencies want from my salespeople?”It’s a simple question, but probably not one we ask very often. So, I decided to call up some of our best clients and agencies and ask them. Their responses were surprising only because they are so simple, logical and, many times, totally ignored.Here’s what they had to say:
Be interested in their business
Find out their goals before you bring them a campaign
Make the proposal fit what they need to buy not what we need to sell
Make an appointment: don’t drop in
Follow up after the sale and schedule
Be pro-active in anticipating their needs
Let them clear copy and hear the ad before it airs
They want a long-lasting relationship
Simple? Yes. Do we do these things? Not as often as we should.When was the last time you called on a business, pulled out the “package du jour” and tried to sell it to them? That may have been the first time you called on that business, but you were going up and down the street pitching the package. Did the package fit their goals? Maybe, but probably not. Don’t clients usually start asking you to modify the package in some way? That’s because it’s what we need to sell, not what they need to buy.When you are doing a needs analysis meeting or presenting a solution, do you have an appointment, a time the prospect has set aside to concentrate on what you are showing them? If they won’t give you their time, they won’t give you their money.If you want to see your client stare at you open- mouthed, show up the day after a sales and check on the results. Salespeople hide. We don’t come back to follow up. We are afraid of knowing.Today we need to function as idea and solutions people. We need to keep abreast of the business landscape and be pro-active in our interactions with our clients. What holidays are coming? What seasons are changing? What external events are causing business modifications that customers need to know about?If you have ever aired a commercial that contained errors or mispronunciations, you know WHY it is important that your clients clear their ads BEFORE they run. You never want to hear, “You’ve got my ad wrong!” You can feel the steam through the telephone.And lastly, number 8 is why new people need persistence and patience to build a business. Creating long-lasting relationships takes time. You can’t rush it, but you can make sure that every interaction you have with a client shows your professionalism and your concern for their business. Take an interest in their business. Know their goals. Bring them solutions.“It’s not about US: It’s about THEM”Higher revenue awaits, for us and for our clients.Pat has a New Book […]

Content from BPRWhen I was a PD, one of the things I’d ask the talent in an aircheck session was…… “Before we listen to this, what was your goal…..how did you want your listeners to feel?”

The biggest failing when communicating to an audience whether its on the air or on stage is simply not giving enough thought as to WHY you’re doing it and WHAT you want to achieve. What is the desired EMOTIONAL out take?The lack of that thought process often leads to long winded, self indulgent talk breaks with a low entertainment value.Did you want to leave them entertained? And exactly what does that mean? How do you quantify it?Did you want to tug at their heart strings? Did it work?Did you want to inspire them? To do something they would not normally do….something that helps others in need or their own personal wellbeing? Did it work?Did you want to make them laugh? How often did you think you succeeded?Did you want to change their opinion/attitude towards a certain topic? Yes, that’s a tough one….but the great Talk show hosts know exactly how its done.Did you want to surprise and delight them? Did you succeed? Surprise is all about doing the unexpected…not being so predictable. Delight occurs when one exceeds those expectations. Ultimately leaving them thinking “Oh wow, that was great!”.Did you want to grab their attention and fascinate them by providing content that is not only of great interest to them but is also something they didn’t already know? Yes……another “oh wow” moment.Did you want to be memorable (for all the right reasons)? So memorable that they’ll tell their friends about it…..the ultimate “oh wow” moment.If you’re a PD and your goal is to become a more effective talent coach, ask the talent what they hoped their audience would feel BEFORE you press play on that air check.David Kidd […]

Coming hot on the heels of the Adthos Ad-Server, Chapter 2 of the Adthos Platform launches today. Adthos Creative Studio is the world’s first browser-based Digital Audio workstation. Not only that, it also brings broadcast-quality, AI-generated synthetic voice technology to the market for the very first time, with synthetic voices that have been specifically trained for use in audio advertising.Using Creative Studio, advertisers and broadcasters will be able to collaborate online to create and edit powerful targeted ads that combine music, live recording and synthetic voices.According to the creators of Creative Studio, it offers more than just a text to speech tool, also allowing users to bring the audio to life with comprehensive audio mixing tools including trimming, equalizers, compressors and more.

There are also multiple possibilities to target ads based on location, demographics and – thanks to dynamic data insertion – even changing conditions such as weather, sports match results or pricing catalogues and inventory.Users will be able to record their ad live or choose from a library of synthetic voices to create their audio, from standard AI voices, right up to professional voiceover artists, including Emmy award winners, actors with more than 100 listings on IMDB, and some of the TOP 10 US Market On-Air Talent. There are currently 40 synthetic voices available in different price categories, with more being added all the time.CEO of Adthos, Raoul Wedel, says: “This might be the most exciting project I’ve ever been involved in, and it’s no exaggeration to say it’s going to revolutionize the industry. I can’t wait for people to experience it for themselves. It’s feels really good to put some power back in the hands of traditional broadcasters, giving them the tools to compete with online and big tech companies.”  More information is available at www.adthos.com/creative-studio […]

Content from BPR“And that’s the way it is”

There is a diminishing trust in digitally delivered news, particularly news disseminated via Google or Facebook.  Leaving aside the current tussle between the tech giants and the Australian Federal Governments new legislation designed to ensure Google & Facebook remunerate Australian news content creators appropriately for news content they monetise on their respective platforms, the bigger strategic issue for news organisations is that an increasing number of people are coming to regard Google and Facebook as cesspools of misinformation rather than enlightenment when it comes to news.  Facebooks decision this week to ban access to news and information pages across Australia will only serve to reinforce the view that Facebook is a platform that cannot be trusted.Regardless of the outcome of the stoush between the Australian Feds and the tech Oligarchs, radio is well positioned to gain usage from people seeking succinct, factual information.  Radio still maintains an extraordinary image for news compared to other sources, particularly in the morning.  Radio news is generally the leading source of breaking news at breakfast time for adults and radio news commands a high degree of trust.  Unfortunately, some radio operators across the globe see investment in news as an inconvenient necessity while others have lost faith in radio’s competitiveness as a source of news.  This last point was indeed a consideration at the beginning of the digital delivery boom however the tech giant’s business goals do not support a fact checked operational environment and more people each day are coming to realise it.  Googles threat a few weeks ago to terminate its search engine in Australia allied with Facebook’s behaviour this week only serves to reinforce perceptions of mistrust in online platforms and that is good for radio.The brevity and frequency of Radio news is ironically it’s greatest advantage (compared to other media).  There is no motivation to beat up a dodgy story into a single masthead headline nor is there the time to manufacture a story to be longer than it needs to be.  This is not to say that you necessarily make radio news better by making it shorter.  There is a point where a radio stations news service loses all credibility if it is too short and perceived to be tokenism. Worse still is leaving listeners frustrated by a lack of sufficient detail in a particular news story.I have come to form the view that great radio news is simply the most relevant facts placed into a meaningful context for the listener with any changes in that information updated across the day.  Good radio news is not about conjecture, opinion or what @zap321 thinks.  Radio’s news opportunity lies in being a beacon of regular fact-checked information across the day.  Let your personalities provide the conjecture, opinion and feedback.Whenever I think about the way news should be, I am inevitably drawn to the great Walter Cronkite. For decades he was voted “the most trusted man in America” which was largely the result of his single-minded dedication to being factual and providing the news in a context everyday people could understand.  There was also a refreshing simplicity to his news sign-off which wrapped up his approach to the task of delivering the news; “And that’s the way it is”By Wayne Clouten, BPR […]

Radio veteran Andre Hoeden has been appointed to the newly created role of content strategist for SPH Radio stations Kiss92 and ONE FM 91.3 in a move to develop even more effective quality content to meet both advertisers’ and audiences’ needs.Having the operational experience of a radio DJ for over 14 years, the technical experience of a producer and a business background, Hoeden is well-placed to be the driving force behind tailoring the right mechanics for radio campaigns in order to maximise engagement with the listeners to achieve advertisers’ business goals.Hoeden commented: “Listeners have a sea of entertainment options. How then do we get them to pick the radio, keep them listening and not switch between radio stations? We tackle these questions constantly to stay relevant; after all, content is king. I enjoy the process of creating new segments, games and campaigns for radio because I feel that I know the medium best, having presented and produced alongside legends in the industry since 2007. Clients expect more and we need to deliver ideas that create buzz, excitement and engagement to cut through the clutter. I’m excited to use my experience to develop fun and engaging campaigns for our clients and listeners.”

True to his nature, Hoeden also jibed: “Waking up at 4am for more than a decade surely adds to my botakness. With this new role, I see my hair finally making a comeback and hopefully happier SPH Radio clients too.”Ignatius Low, Chief Commercial Officer of Singapore Press Holdings (SPH), said: “Content marketing is an integral part of any serious marketing campaign today, so it is timely that SPH Radio has dedicated resources to help clients conceptualise customised campaigns. Audio is a growing medium thanks to the increasing popularity of podcasts and the enduring appeal of live radio stations. At SPH, marketeers can find a solution that marries the strengths of both and justify putting marketing spend in this exciting medium.”Bernard Lim, Programme Director for SPH Radio’s English music stations, said: “I’m very excited to work with Andre on this. Because we have a media footprint across social media, print, out-of-home and more, Andre’s role of a content strategist is more pertinent than ever in order to sharpen our communication across all channels to ensure that our content is relevant, engaging, and win-win for both listeners and our trade partners.” […]

Content from BPRMany radio people stress the importance of “being local”. And there is a valid argument to the concept but great networked shows perform strongly too.

But “being” local and “sounding” local are two very different things. Just because an announcer broadcasts from the same city they broadcast to doesn’t always mean they “sound” local.This was brought home to me recently when listening to the Kyle & Jackie O Show (the #1 FM morning show in Sydney, Australia). Kyle was broadcasting from Sydney while Jackie O was in Melbourne for the filming of a TV show. She made the comment about how people in Melbourne use different names than Sydney-siders to refer to the same thing. It was a very entertaining piece of content.For example, a slice of potato which is battered and deep fried is called a potato scallop in Sydney but if you order that in Melbourne they wouldn’t know what you were talking about. In Melbourne it’s called a potato cake.In Australia, the swimming costume creates even more confusion. In the state of Queensland, a swimming costume is called “togs”, in New South Wales they’re called “swimmers”, in Victoria …”bathers”.In the US, there are many regional differences in the names used for the same object or activity. In many parts of the country a water fountain is called just that….in the Northeast, it’s called a “bubbler”. Shopping carts are called “carriages” in the Northeast. And don’t refer to a roundabout as a roundabout there….. they’re called “rotaries”. The University of Wisconsin has even written the Dictionary of American Regional English that documents words and phrases that vary from one place to another across the United States.And then there are pronunciations. The suburb of Coogee in Sydney is pronounced very differently to Coogee in Perth.My point in mentioning all this is that most people in radio will work in many different parts of the same country, sometimes even different countries. To “sound” local on air, talent should research the different regional linguistic nuances. Being in the city to which you broadcast is only one part of “local”.If you are new to a city you can make this part of your show content just as the British broadcaster Christian O’Connell did when he arrived in Australia to do mornings at Melbourne’s Gold 104.3. Obviously his accent made it clear to the listeners that he didn’t grow up in Melbourne so he made “getting to know” the city part of his daily content.And guess what……. The Christian O’Connell Show remains the #1 FM morning show in that market.David Kidd […]