Tuesday, January 28, 2014

Unlocking Bigger, Longer Radio Ad Campaigns

That’s why I have asked More FM, Philadelphia owner Jerry Lee to join the faculty at my March 26th Philly media seminar.

He has a system for getting 18 times the results for advertisers and believes that all stations should at least be delivering 8 times the expected results.

If they did, game over – you win more revenue.

Lee has got it down to a science and you’re going to hear him talk about things that can make a difference for locally focused radio stations:

  1. How to get advertisers to sign on for longer flights – six months at a time.
  2. The key elements to getting them to go for the longer contracts.
  3. The only two things that can accurately test the critical emotion factor in radio commercials – one of them is measuring listeners brainwaves.  The other is the one Lee used at More FM.
  4. How to write better copy.  In fact, I’m going to ask Jerry Lee how many times out of a 100 does an emotionally effective commercial win a larger radio buy.
  5. We’ll ask him about the three types of response advertisers can get from an ad campaign – high response, marginal and worst results.  Let me give you a preview.  Big results are delivered 11% by TV and 20% by radio.  Marginal results 51% by TV and 30% by radio.  Worst results that can even jeopardize brands and slam the door on future business:  38% for TV, 50% for radio.  Our mission:  create better emotionally driven ads that can reap higher revenue buys.  You’ll have a path to making that happen when you return home.  The state of the economy has nothing to do with getting better results and writing more business.

While we have him there, we’ll drill down on why the drastic name change to his perennially number one radio station from B-101 to More FM at the peak of its popularity. 

What’s that about? 

And streaming.

Lee’s station doesn’t stream and yet More FM is the top biller in the market.

What a great opportunity to interact with this brilliant radio owner who rarely speaks publicly about these critical issues.  And it will happen only in Philly for those attending live and in person.

Here’s the rest of the 7 critical things that will help you become a better broadcaster and/or digital entrepreneur at my March 26th Philly learning event.

  1. The most effective way to disrupt radio and not lose audience or advertisers.  On the contrary, gain more money demos and more revenue. 
  2. How to stop wasting money and people power on digital initiatives that don’t really increase your revenue.  If there is only one digital project to undertake, this is the project that has money written all over it.  I will share.
  3. How to create a social media network to replace Facebook, Twitter, Instagram, Snapchat or whatever whim is next in social media.  The social network you are going to create can never be taken away from you and this one makes money in the first year.
  4. The 15-to-25 things that can transform an antiquated approach to radio to one that even the next generation can embrace.  Let’s not fool around, here are the handful of things that work in today’s market.
  5. Go to school on a media entrepreneur who makes $3 million a year doing a 5-minute weekly video that has no commercials, no product placement, no banner ads on the site and doesn’t charge subscription fees.  I’ll show you video and tell you all about the plan.
  6. What if someone actually could breakdown the 4 to 6 things that Millennials want in their lives – in fact, that define their preferences for media.  You’re going to get a checklist of things that you can use to make sure everything you do from now on attracts Millennials. 
  7. How to time shift radio and develop strategies to make radio more like Netflix, the popular aggregator of content that all generations love.  I’m here to tell you, radio can play by the same rules.  There is a Netflix model for radio.  Understand it and run with it.

I’m putting ample time aside for questions and hitchhiking on good ideas.

Sean Hannity will be live with Michael Harrison, the recognized expert on radio and talk radio.

This event will not be available by stream or video – only live and in person. 

I can’t wait to share my enthusiasm and knowledge with you in person.

Reserve a seat

Inquire about group rates

Inquire about sponsorships   

Complimentary breakfast/check-in starts at 8 am. 

Session begins at 9 am at the beautiful Rittenhouse Hotel. 

Buffet lunch and all breaks included.  

Conference ends at 4 pm.   

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