Hard Truths Every Broadcast Seller Needs to Understand and Overcome! – Part 8 – Q&A

Hard Truths Every Broadcast Seller Needs to Understand and Overcome! – Part 8 – Q&A

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Mike Costa, CEO of Costa Media Advisors & LBS Broadcast Expert, answers LIVE broadcaster questions!  In this session:

  • We are looking at selling OTT, but I’ve read that 87% of viewers dismiss these ads when they can. What is your take on OTT advertising?
  • Do you have any suggestions on how to promote a new station?
  • What do you recommend when dealing with agencies and pricing? Our station keeps to the gross instead of net pricing.

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Hard Truths Every Broadcast Seller Needs to Understand and Overcome! – Part 7 – Q&A

Hard Truths Every Broadcast Seller Needs to Understand and Overcome! – Part 7 – Q&A

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Mike Costa, CEO of Costa Media Advisors & LBS Broadcast Expert, answers LIVE broadcaster questions!  In this session:

  • How do you combat Facebook–both free and cheap paid?
  • In my market, local women in business seems to be a growing community. Is it helpful to attend trade events that focus on groups like this?
  • I’m in radio. Do you have any tips for increasing agency buys?

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Hard Truths Every Broadcast Seller Needs to Understand and Overcome! – Part 6 – Q&A

Hard Truths Every Broadcast Seller Needs to Understand and Overcome! – Part 6 – Q&A

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Mike Costa, CEO of Costa Media Advisors & LBS Broadcast Expert, answers LIVE broadcaster questions!  In this session:

  • How can I get better at being creative, especially at recognizing when I have a bad idea?
  • How much time does it make sense to spend getting to know each of my clients? I know this is important, but I also have a lot to do and wonder if you have any thoughts on how to keep a good balance.
  • What would you suggest as the better avenue for a virtual job fair? Social media or website?

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Hard Truths Every Broadcast Seller Needs to Understand and Overcome! – Part 5 – Q&A

Hard Truths Every Broadcast Seller Needs to Understand and Overcome! – Part 5 – Q&A

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Mike Costa, CEO of Costa Media Advisors & LBS Broadcast Expert, answers LIVE broadcaster questions!  In this session:

  • At my previous station, my GM did not want us selling podcast ads at all. My current GM wants us to sell podcast ads as much as we possibly can. Any thoughts on this?
  • About every six weeks, my manager makes me take her on sales calls. What are some things I can do to make sure this time with her is productive?
  • I’m new in radio and am finding out that my manager is going to want me to plan and budget for 12-18 months at a time. Is that reasonable? It seems like I’m only guessing and I don’t know how to forecast that far out. Can you provide me with some ideas on how to do this?

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Budgeting After an Economic Shutdown – Part 7 – Q&A

Budgeting After an Economic Shutdown – Part 7 – Q&A

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Mike Costa, CEO of Costa Media Advisors and LBS Broadcast Expert, answers LIVE broadcaster questions! In this session:

  • What do you do if an account is new and does not have historical spending to review and compare?
  • I like to sell and upsell. Why should I waste my time putting budget numbers together when I am paid to be out selling?
  • It’s hard for me to get organized with a budgeting process. Any tips on how I can do so?
  • What’s the worst mistake you ever made in budgeting?

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Budgeting After an Economic Shutdown – Part 6 – Q&A

Budgeting After an Economic Shutdown – Part 6 – Q&A

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Mike Costa, CEO of Costa Media Advisors and LBS Broadcast Expert, answers LIVE broadcaster questions! In this session:

  • In your opinion, why does our corporate office ask for a budget, when in the end they are just going to tell us what our budget number is going to be?
  • What do you do about AE’s that are not numbers driven in terms of asking them to put together their own budget?
  • Would you look at historical data further back than 2019 due to the fluctuation in 2021 and 2020?
  • What’s going to replace the huge influx of recruitment advertising? – Rick

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Budgeting After an Economic Shutdown – Part 5 – Q&A

Budgeting After an Economic Shutdown – Part 5 – Q&A

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Mike Costa, CEO of Costa Media Advisors and LBS Broadcast Expert, answers LIVE broadcaster questions! In this session:

  • When I’m budgeting, I like to give a reasonable budget that I project I can make and then add 20% for an optimistic projection and 20 percent less for a worst case.   Is this the proper way to do it?
  • Do you recommend that you go through a budget discussion with all of your accounts before completing a budget for the company?
  • I am always concerned that my company might use my budget for any one quarter against me if I don’t meet that number.  Is it OK to sandbag a little bit to leave myself some slack?
  • Do you recommend that I take my manager on some of the budget meetings with my clients?
  • How do you help clients that are focused on NOW and pulling back on their advertising because they can’t get inventory?

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Ask A GM! – Part 8 Q&A

Ask A GM! – Part 8 Q&A

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Mike Costa, CEO of Costa Media Advisors and LBS Broadcast Expert, takes LIVE broadcaster questions!  In this session:

  • Do you have any favorite books for determining people’s personalities?
  • I am literally only one month new to radio sales. I have been asked to create a 2021 budget and don’t have past annuals to evaluate. I have been successful in my short time here but how to you advise I create a goal with no backlog?
  • How knowledgeable should a commercial production staff be regarding digital? What about sales data?

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Ask A GM! – Part 7 Q&A

Ask A GM! – Part 7 Q&A

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Mike Costa, CEO of Costa Media Advisors and LBS Broadcast Expert, takes LIVE broadcaster questions!  In this session:

  • What content management systems do you like?
  • Please share more about how to find out how much businesses should be budgeting for marketing.
  • How can I get better at making sales calls on the phone when I’m used to talking to clients in person?
  • I’m a CSD. My production staff is listening in. What’s the best way to communicate with AE’s and clients at the same time regarding commercial production? We tend to communicate with the client directly.

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Ask A GM! – Part 6 Q&A

Ask A GM! – Part 6 Q&A

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Mike Costa, CEO of Costa Media Advisors and LBS Broadcast Expert, takes LIVE broadcaster questions!  In this session:

  • Our station’s GM is new to the market and doesn’t know my advertisers.  How can I get him exposure to my clients beyond sales calls and in the context of social distancing and mask requirements?
  • My GM is cancelling Nielsen for 2021.  What’s the best way for me to communicate to her that agencies require Nielsen ratings?  How can I overcome not having the Nielsen numbers?
  • Can I convince my GM to throw their weight around with my program director for new content I can get sponsors behind?

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