BUFFALO: AM SALES

[Element9]

You're funny, even though you don't intend to be. Frequency on $200 a week. Let's put it this way, you won't be mistaken for Jerry Della Famina. Maybe the Oracle of Delco. Probably throw in a remote with that too, pops, just to get the buy?

 

[intheeno]

You call it funny, I call it the truth. Now get out of your MOM's basement today, the sun is shining. It will do you some good!

 

[GeorgeKramer]

Can someone post the rate cards here?

I've been out of the biz so long, my jaw will probably drop when I see what spots cost for Bauerle and Beach and WGR's two local shows.

 

[Element9]

Can someone post the rate cards here?

I've been out of the biz so long, my jaw will probably drop when I see what spots cost for Bauerle and Beach and WGR's two local shows.

Mr. $200-A-Week-Frequency-Schedule should be able to help you out on this, Kramer.

 

[intheeno]

I could if I wanted...I don't understand Costanza's sudden interest in the AM landscape...you on the other hand can figure out what you're going to do with your $200 pay check this week. Any new game boy games out this week?

 

[intheeno]

You think Mom would run you down to the store to pick it up?

 

[Element9]

I could if I wanted...I don't understand Costanza's sudden interest in the AM landscape...you on the other hand can figure out what you're going to do with your $200 pay check this week. Any new game boy games out this week?

Trust me, I wouldn't spend it buying time from a slug selling dollar a holler spots on a station with a point seven share.

 

[SirRoxalot]

Mr. No, how about if you drop the middle school locker room attitude and try discussing facts. Personal attacks from a guy with 54 posts calling out a guy who's been around the board for quite some time, and has established far more cred than you have, seem a bit silly. It's a little hard for anybody to take you seriously under the circumstances.

You might be a freakin' genius for all we know, but you sure haven't established that so far.

 

[intheeno]

Ahhh....guys that can sit around and make thousands of posts about topics they no nothing about are all of a sudden credible. Thats a good one. I suggest you read some of my posts. I've forgotten more than you 2 knucklehead brothers know combined. Does that help my credibility? Many I should spend the entire week posting 24/7 so I can catch up and become a genius like you boys...

 

[SirRoxalot]

Yeah, I've read your posts. So far, you sound like a know-it-all sales guy who thinks he understands programming, production, engineering, and everything else about radio. Welcome to the board, Herb. Nice jacket.

 

[intheeno]

Why thank you...you think it matches my eyes?

 

[chas108]

I could if I wanted...I don't understand Costanza's sudden interest in the AM landscape...you on the other hand can figure out what you're going to do with your $200 pay check this week. Any new game boy games out this week?

Trust me, I wouldn't spend it buying time from a slug selling dollar a holler spots on a station with a point seven share.

I would think a station with a 0.7 share survives two ways...

1) Qualitative. Might this point-seven station have, say, an 8.5 in 55-up dairy farmers in my county? If I'm having a sale on farm implements, I want to talk to this point-seven station.

2) Relationship selling. Not to be confused with Betty Boop batting her eyelashes and showing cleavage. THIS relationship selling would show how $200 on that point-seven station goes farther in my county than on 'GR/'BEN...as long as the AE is targeting businesses whose customers are most likely to be listeners.

Obviously, bigger ad budgets belong on the bigger stations. You're reaching more people, of course. Better odds of success...assuming you can afford to play!

But I find two qualifications:

1) The manner in which the schedule is placed. If you have a big budget and are looking to simply brand yourself, ROS or daypart-specific scheduling across multiple days is fine.

But a sale event...or a limited budget...requires buying vertical saturation - placement only on particular days...but you own those days by being on every hour, often 6A-7P. One alternative is to sponsor a popular feature every day, as you'll gain from that "appointment listening" (appointment listening is a huge concept in PPM-land). But the repetition is essential.

2) You have to have enough $$ in the first place to be effective on the bigger stations. If $200 buys me only a handful of spots on a big station - even if they hit several times the number of people in my target that the smaller station does - I'm better off on the dollar-a-holler station because of the repetition, assuming the qualitative justifies the investment. If not...I need to take my limited budget to another medium.

Aside on remotes - unless you're promoting a big sale event with a compelling offer/offers - best to think of remotes as a branding tool with residual results. A remote is NOT a quick fix and shouldn't be sold as such!

Realistic expectations must be set between sales and client. (I know, it's Herb Tarlek we're talking about! What am I smoking?) But just sayin', if realistic expectations are set, then they can be exceeded. When expectations are exceeded, then a trust relationship can be built between station and client.

I hope it's assumed I've factored out the quality of the spot itself...the message and its production value...this is an "all other things being equal" scenario. Even so, a fantastic message, imaginatively produced, isn't going to overcome an insufficient budget, or poor placement either quantitative or qualitative.