LBS Broadcast Selling Expert, Paul Weyland, answers LIVE broadcaster questions! In this session:
- I have a community college client who will not call us back. Their previous marketing director left suddenly, and the new director won’t call or email us back. I’ve used your ideas to get him to call us back but he doesn’t. At what point do I go above him since he isn’t returning my calls?
- Digital is hard for radio sellers. How do you get a seller comfortable with asking for more advertising share by adding a digital campaign?
- How do you get a restaurant to understand their gross profit margin? They all want to add in their labor so all of a sudden that $20 plate of spaghetti costs them $18 of expense. We know that’s not true. I tell them we’re bringing in extra business that they wouldn’t have if they didn’t advertise. The labor expenses are there either way, so they shouldn’t go into their ROI calculation. We’re bringing more profit to help them pay for those fixed expenses, but they still don’t seem to understand.
