LBS Creative Expert, Tim Burt, takes LIVE broadcaster questions! In this session:

• Would it be good to first increase the price of the product/service and then offer a discount and use the scarcity approach? Maybe this would help get customers to buy a secondary product/service as well?
• Do you suggest that the client create the hidden page or do we?
• Given your background, I’d like to know your thoughts as to what areas you think radio sellers need to do a better job in capturing information during customer needs assessments.
• With the Audience Wants Analysis, what kind of questions would you ask that are different?

LBS Creative Expert, Tim Burt, takes LIVE broadcaster questions! In this session:

• Help those of us in public radio frame this approach for promotions/sponsorships when we can do everything you mention except the call to action.
• How do you sell this idea for inventory-driven clients to slash their profit margin when demand outweighs supply and inventory is lagging behind?
• If we have retailers that are still having inventory issues, should we use this to promote services? What if their service department is understaffed?
• We have just started our Facebook and websites so we don’t have many followers. Would this still work?
• Should the “combo platter” ad be dry – with no music bed?
• Do you suggest doing this as a one month deal?
• What do we do as a follow up? Won’t the client want to do this every time? How many advertisers can you do this for in a month?

LBS Creative Expert, Tim Burt, takes LIVE broadcaster questions! In this session:

• We have a group of three radio stations.  How can we become top of mind to clients and prospects?  In other words, how can our stations become the go-to broadcaster in the market?
• Are advertiser testimonials still effective?  If so, how many should we have to show to prospects?
• What if my client’s idea of a good offer is really bad?
• I like your formula for creating offers.  Do you have an idea that can catch a solar company for a TV station?  They already do door to door sales and lots of direct mail, so I know they have a big budget!
• How would you respond to a customer who doesn’t like doing offers/discounts because this only generates cheap customers that buy on price and will not become profitable or loyal?

LBS Creative Expert, Tim Burt, takes LIVE broadcaster questions!  In this session:

• Is it true that people remember humorous ads better than others and can you give examples using humor?
• Can I adapt the Subway Map Method for Historically Black Colleges & Universities for recruitment campaigns encouraging students to stay local vs. attending college abroad?
• Many times, advertisers seem at a loss on how to measure my station’s effectiveness for their business. They just aren’t completely sold on advertising in the first place. Any thoughts on how to improve this dynamic?
• Have you ever used this system with a farm equipment supplier?
• Can you speak to the effectiveness of humor in spots? What has your experience been with success using humor in spots, and what are some good ways to inject humor in your ads?
• Is it wise to share this approach with an agency that usually produces poor TV ads if I want their clients to be regulars on my station?

LBS Creative Expert, Tim Burt, takes LIVE broadcaster questions!  In this session:

• How can you ID the client’s problem when they say, “we don’t have one”?
• How do you get a client to commit to a hyper targeted audience?
• Can the Subway Map method be used for a clothing business specializing in doctor and nurse scrub uniforms that has an upcoming event or special sale?
• How do you build urgency for a furniture store who specializes in living and dining room furnishings?
• Can you run through how to use the Subway Method with an auto accident attorney?

LBS Creative Expert, Tim Burt, takes LIVE broadcaster questions!  In this session:

• Can you give an example for a dentist using the subway system?
• How might a formula like this work for things like bars/restaurants/beer/liquor where the pain point isn’t quite so dramatic as the examples shared.
• What do you recommend if a client does NOT meet the three requirements? For example, they are just looking to increase awareness, wanting something more creative/humorous, recruitment, etc.
• What is something you feel broadcasters need to focus on creatively that may not be focused on enough?
• I have heard some say to never start a spot with a question. Clearly, you have been successful with it though. When is it ok to start with a question versus when you shouldn’t?

LBS Creative Expert, Tim Burt, takes LIVE broadcaster questions!  In this session:

• How can this method of creative work through the FCC restrictions that public TV has to stay within?
• Can you give a quick two-minute review of each of the steps?
• If we continually use this method, wouldn’t the ads on the station sound redundant and become easier to tune out?
• Can we get suggestions for restaurants and suggestions for bars/nightclubs?