Ask LBS | Local Broadcast Sales

Q&A with a Former Car Dealer – Part 7

Ask LBS, Automotive Sales Ideas, Best Practices, John Tkac Q&A

John Tkac answers LIVE broadcaster questions! In this segment:

Are dealers forced by the manufacturer to use a certain percentage of their co-op dollars on digital marketing?
A local dealer says that co-op money is not the same as it used to be, is that true?
Some manufacturers are demanding that 50% of their co-op be used on digital. How do I get around that? What is the best way for radio to get thier share of digital money?
Lithia is the owner of our Mercedes and Audi dealerships and getting around their gatekeepers to the dealers has become very challenging. We always get steered to the agency. Do you have any suggestions?

Relationship Selling Q&A – Part 1

Ask LBS, Best Practices, Entertainment Sales Ideas, Paul Weyland Q&A, Promotions, Selling

Paul Weyland takes LIVE questions from broadcasters! In this segment:

How do I deal with a client that doesn’t like radio or TV?
How do I position complimentary concert tickets so the client doesn’t just see me as a free pass to events?
How do I build relationships with people who are just difficult?

Q&A with a Former Car Dealer – Part 6

Ask LBS, Automotive Sales Ideas, Best Practices, John Tkac Q&A

John Tkac answers LIVE broadcaster questions! In this segment:

Dealers in our market have gone to just digital and direct mail. How can I get those dollars back?
The dealers I’m calling on have ad agencies and they only do TV and mailers. How do I get past that?
Last year at this time, 2017 was projected to be up. Why was that and will dealers be conservative in 2018 because of this?

Q&A with a Former Car Dealer – Part 5

Ask LBS, Automotive Sales Ideas, Best Practices, John Tkac Q&A

John Tkac answers LIVE broadcaster questions! In this segment:

We are seeing more and more automotive budgets being cut. Historically, TV did not feel those cuts as much as we do now. It seems budgets are down and even more fragmented. How do we approach this with dealers?
Is there anything I can do with an ad agency that keeps adjusting budget and schedule because of lack of planning?
What are your thoughts on Kia and breaking through as a secondary market for them?
A lot of dealers like to see themselves on TV. Do you have any creative ideas for getting them involved in radio besides just using their voice?

Q&A with a Digital Expert – Part 3

Ask LBS, Best Practices, Digital Webinars, Selling, Steve Weaver Q&A

LBS Digital Expert, Steve Weaver answers LIVE broadcaster questions! In this segment, he covers:

For a client, is a ‘do it yourself website’ just a horrible idea or is it better than nothing?
How do you distribute blogs for a client and how do you monetize this?
Do you think that Facebook numbers can be misleading for clients and do you think that clients know what those numbers mean?

Q&A with a Digital Expert – Part 2

Ask LBS, Best Practices, Digital Webinars, Selling, Steve Weaver Q&A

LBS Digital Expert, Steve Weaver answers LIVE broadcaster questions! In this segment, he covers:

Are you seeing more objection to digital clutter? Are ads becoming too intrusive and how many is too many?
What are your top two or three website grader services?
Are there social graders?
What is the best way to deal with the shuffle when an advertiser directs me to their digital agency?

Q&A With A Branding Expert – Part 3

Ask LBS, Best Practices, Mark Levy Q&A

Mark Levy answers live questions from broadcasters! In this segment, he deals with the following questions:

How can you build confidence in representing your brand?
When selling radio, I am sometimes bombarded because we do not sell digital advertising. How does our brand get around that? They don’t even want to talk after they hear we don’t have that as an option sometimes.
How do you know you are representing yourself correctly to your clients?

Q&A with a Former Car Dealer – Part 4

Ask LBS, Automotive Sales Ideas, Best Practices, John Tkac Q&A

John Tkac answers LIVE broadcaster questions! In this segment:

How do I convince a dealer that their ad agency is too focused on digital without alienating the relationship with the agency?
How can I get more service advertising business from my franchise dealers?
Our station provides direct mail. Would you tell us to focus on that Unique Selling Proposition?

Q&A With a Digital Expert – Part 1

Ask LBS, Best Practices, Prospecting, Selling, Steve Weaver Q&A

LBS Digital Expert, Steve Weaver answers LIVE broadcaster questions! In this segment, he covers:

Our manager prefers that we sell the entire budget into broadcast and only sell digital if they won’t consider a 100% broadcast buy. What are the dangers of this type of strategy?
How do we counter-sell a client’s digital campaign?
What are the best ways to explain retargeting, display, and mobile delivery to potential clients?
How do I critique an advertiser’s or prospect’s website without hurting their feelings?

Q&A with a Former Car Dealer – Part 3

Ask LBS, Automotive Sales Ideas, Best Practices, John Tkac Q&A

John Tkac answers LIVE broadcaster questions! In this segment:

How do you deal with large franchises like Lithia?
Why encourage people to visit the dealer website through our creative if the close ratio through the website is lower than bringing them to the showroom?
Is the service department in dealerships part of the “other” category?
How do you get all of this through to an agency?