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Stop by our
booth at the
2004 RAB Convention
Or, call Robin
Fairbanks
for a personal appointment at: 972.406.6853 |
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How Convenient! Over 70% of the convenience stores now offer pay at the pump services. This is a great convenience, but also problematic for the stores…as many customers never go into the store itself. And as I’m sure you realize, all the high-margin products are inside the store…gas is almost a loss leader. Use this month’s jingle to get people INSIDE the store. A study conducted at the end of 2002, showed 59.2% of the convenience stores located in the US as single-store operations. Which means, you don’t have to cut through all the corporate red tape. You can get right to the decision maker. February’s new jingle… Fast In…Fast Out, is a very adaptable track where I suggest you use the donut for copy points that change frequently on a weekly basis like featured food items or specials. Example: “This week, one gallon of milk is just $1.59 with fill-up.” Or, “Buy one sub from the deli and get the other at ½ price.” Or, “This week with every fill-up, save $2.00 on a Super Carwash.” February’s jingle will give you the infrastructure for inserting frequently changed copy points yet maintain a consistent sound that consumers will recognize before a word is spoken. Plus, your PD will love you for saving him valuable time in weekly creative! Source: Convenience Store Decisions
683 -
Fast In... Fast Out!
Your Very Own Personal Assistant! |
On-the-go
convenience continues to be a top priority with consumers. When it comes to
selecting food items, people want speed, portability, and ease of
consumption.
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Chamber of Horrors! A frequent challenge I’m hearing repeatedly is how to market to your local Chamber of Commerce or Retail Merchants Association. You’ve asked if we’ve got jingles for that category. I should say we do! Below are just a few examples of tracks that are available in the current JingleBank online library. 144 -
The Sights And Sounds Of The City
562 -
We Got It Goin' On
473 -
This Is The Right Place To Be
243A -
It's All Here
221A -
I Love The Way I Live
292B -
We're Neighbors Helpin' You
These jingles are perfect for merchants associations. I once created a :60 spot with :10 to :12 sec messages for 4 shops with an open and close sing. We did four versions to encompass the sixteen shops in the mall, and put them in an equal rotation. The music gave the spot consistency and each merchant had the opportunity to mention their product or service individually. Example: Brought to you by: The Treasure Chest, for all your Precious Moments. And, Father Time…. If you’ve got time on your hands… It must be from Father Time. These jingles work great for sidewalk sales and annual events like holiday walks. |
I enjoy talking with reps
everyday about the marketing challenges you’re faced with. And it’s
rewarding for me to be able to offer you solutions to meet them.
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A Short Quiz: 1. You’re in Radio or TV sales, what do you call yourself? a) An advertising consultant b) An account executive c) A Radio/TV salesperson d) (your name) from the Radio/TV station e) Slick
2. When cold-calling a new prospect, you a) Prepare a detailed script in advance b) Use a script you have perfected over numerous calls in the past c) Play it by ear each time d) Try to avoid cold-calling whenever possible e) Use the same lines that work for you in a bar
3. When visiting a client for the first time, you a) Change your wardrobe according to the kind of client you are visiting b) Usually attempt to be smart but casual c) Always wear the tie with the cartoon characters d) Don’t believe that your clothes should prejudice you either way e) Usually attempt to be as smart as possible, regardless of the client
4. A Radio/TV Salesperson’s job is to a) Help your prospects make a decision to advertise their company’s product or services b) Discover how your airtime can benefit the prospect you meet c) Persuade people to buy your airtime d) Educate your clients about advertising e) Get as much budget as possible before the newspaper does
5. What’s your definition of closing a client? a) Staying in regular touch with a client until they are ready to buy b) I don’t “close” anymore, that’s being too pushy c) Reaching an honest assessment of what we both want and then facilitating it d) Persuading them they’ve made the right decision e) Seeing the bucks arrive. Answers to the quiz: Q1. Optimum answer = d (but we’ll take c, as well) The key here is to be able to acknowledge that a) you’re selling Radio/TV, not ‘advertising’ in general and b) that you are paid to sell airtime. Once these boundaries are established, you can go ahead and provide solutions, advertising services, marketing counseling, and anything else you like. Just don’t use these descriptions as an excuse for not closing! Q2. Optimum answer =b. Here, even though tailoring a specific phone script for every new prospect sounds like a nice idea, it’s simply not practical. Productivity is the key, especially when cold-calling. If you set aside regular sessions each week, you should be looking at achieving well over a dozen calls per hour. Once you’ve made appointments this way, you can start to tailor proposals accordingly. Q3. Optimum answer =e. Don’t be misled. Making a real effort to look smart is a real show of respect for your clients. Don’t worry about appearing smarter than the clients you are visiting. It will just make you look businesslike and professional. Please don’t dress according to the client – what, you’d wear overalls to visit the local auto body shop? Oh, and how do we put this gently? No cartoon characters! Q4. Optimum answer =a. You won’t persuade people to do anything they really don’t want to do. Discovering how you can help someone is great, but only if you actually end up doing it. In this case, via airtime on your Radio/TV station in some form or another. And you’re not supposed to be an advertising guru either. Put simply, your job is to present the attributes of Radio/TV and your station as articulately and relevantly as you can. Find out which way your prospect is leaning, and then help them get there. This means whether they’re leaning towards a “yes” or a “no”. Remember, it’s the “maybes” that will kill you. Q5. Optimum answer =c “Closing” is not a dirty word. It simply means finishing. Nothing more, nothing less. Find out honestly whether your client is interested. If she/he is, then finish the deal, if it’s what the client wants. If she/he is not, make sure they say so to your face, and then walk away in friendship. Don’t prolong the agony for fear of hearing a “no”. Finish what you started…. Close! Excerpts from “Sales Talk” Irwin Pollack 12/03
~ Robin Fairbanks, JingleBank Manager |
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Demo Requests I get requests for CD demos each week. The beauty of JingleBank is that everything you need is available to you 24/7 online. Did you know there’s a JingleBank demo presentation available for downloading at the top of the Jingle page? Download a PowerPoint Presentation, or if you are computer challenged, you can order a VHS copy for just $5. Call Robin at: 972-406-6853, or e-mail me at: RFairbanks@TMCentury.com.
Try It Out! |
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