Approach to Advertiser Results

"What are you here to sell me today"  if you are in or have ever been in sales you have likely heard this question on more than one occasion.  It could mean the client is eager to buy your product, more than likely though it means that every sales person or media rep through their door has tried to sell them an idea or "package" before they have gotten much past hello.  You could imagine their surprise and delight (in most cases) when we talk about their business for 90% of the meeting.

Where I have had success is in developing an idea based on my clients needs...Every client is different and so are their needs, the fun is in developing a campaign to meet their needs.  As an Account Executive with Corus Radio we use the following as a guideline for dealing with clients.  This guideline is pivotal in developing a long lasting, mutually beneficial relationship...

The 10 minute Introduction

 What can Corus Radio do for your business?

The Customer Needs Analysis

 45 minutes  to 1 hour in length

 Determine unique selling proposition (USP)

 Pinpoint Key Marketing Challenges (KMC)

Use Marketing Strategy Model to begin developing your custom program.

Brainstorm the Solution – (Quantity)

 Utilize resources of the Creative, Promotions and Interactive Departments

  Expand on ideas with input from you and key staff.

Develop Your Strategy – (Quality)

  Create  solution focused ideas based on your Key Marketing Challenges

  Determine campaign specifics based on goals set forth

  Direction from you and other Key Staff

Present the Solution

  The culmination of  KMCs, Research and developed concepts/ideas.

  Program developed from the Marketing Strategy Model

  Discussion of Expectations

Initiate and Monitor

  Campaign commences

  Reaction and Results to be monitored closely by Corus.

Return on Investment

Regular communication with you to ensure your expectations are met and ideally exceeded.

Unique Corus Resources Available to you

  Client Services:  Only department of its kind in Edmonton, its purpose is to provide research on customer lifestyle and interest. Information provided from BBM’s Return to Sample (RTS), Stats Can and from CISN, JOE & CHED’s web database – currently 100,000 + members.

Ž  Interactive: Market leaders in fully integrated concepts including client video, micro sites, custom pages, client focused activities, simulcasting of client events and running industry based surveys.

Ž½ Price Gifts is a web based program with no cash investment by you!

Courageous Steps to Successful Advertising

Good Morning and thank you for visiting!  As I have previously stated, I am not an expert...but this guy is,  Wayne Ens of ENS Media.  He is a Marketing and Motivational Consultant with great insight from both the Media Buyers and Media Sellers point of view.  Here is an article both can take something from.
 
(copy and paste into the address bar)
http://www.wensmedia.com/assets/Advertisers%20Free%20Stuff/TenCourageousStepsToAdvertising.pdf

Number 7 is one of my favorites.  Naturally, a business owner would want people to hear her ad and tell her they love it,  but sometimes the best ads are the ones people don't like.  I can think of several jingles or scenario ads that I will never erase from  my memory...I'm sure you do too.  It took hearing or seeing some of my "favorite" commercials 20 times before I even realized who the advertiser was.  Most people will remember these fondly for some time,  but it would cost a lot of money to reach one consumer 20 times.

You may read some of the points in this article and think that they make sense...well that's because they do.  It's like everything in life though, you have to have courage to quit a job that you hate, leave a partner that you um...don't like, or to make a commitment to lose weight.  The tough things in life don't come easy and when it costs you money to boot, it's even harder.  But the rewards can be plentiful!!!

To Vegas I go!!!

Edmonton Eskimos Football Sponsorship Opportunities

It's that time of year where Edmontonians get excited about Edmonton Eskimos Football… and this year, there’s lots to be excited about.

New General Manager Eric Tillman has made dozens of changes in the line-up.

New Head Coach Kavis Reed has vowed not to stand for mediocrity. 

This will be a great year for your business to be associated with Eskimos Football. 

Why are businesses a part of this unique opportunity year after year?
-Association with the Football Club...even with the economic turmoil the last few years attendance has been at the top of the league every year. Eskimos fans are loyal and a part of who we are in Edmonton.
-Businesses align themselves with the Eskimos because it positions them as organizations contributing to the lifestyle of our community.
-Fans tend to support companies supporting the team over those of non-supporters
-Minimal dial out during sports broadcasts as listeners do not know how long the breaks are and don't want to miss any of the action.
-Buying in Eskimos football is buying listeners from every station comprised of every demographic

These sponsorships include in-game commercials which give tremendous brand exposure.  A commercial “spot” bank that allows you to schedule your commercials as you need them.  Some sponsorships include promotional elements, exposure over and above what you pay for.  Lastly - your logo and link will be featured in our Interactive Games section on 630ched.com. 

If you would like to discuss opportunities for your business to be associated with the excitement of the Eskimos football broadcast, give me a call.

Brad Eves
780.420.4220    

My First Blog

I decided to start writing a blog at the suggestion of someone I consider the most creative person I know...Daryl Hooke, AKA the Spin Doctor.  I wanted to reach clients, existing and potential, and touch them with information about radio advertising. - For all intents and purposes I include radio website advertising when I say radio advertising.  I was also looking for a way to share marketing opportunities with these clients that we have at  630 CHED/iNews880 or Corus Radio in general.  Daryl suggested starting a blog...posting these opportunities and linking to it on twitter...sounds good I said.  That was yesterday, today I attempt to write a blog that hopefully someone other than my wife will read (over my shoulder...right now).  Time will tell,but hopefully I can provide some useful information to someone out there.

Thanks for reading!

Until next time...