Wednesday, June 20, 2012

You Need A Station "Results Manager"

No one wants irritating, ineffective commercials on the air.

So, how do they get there?

If you agree with me that many of the spots your station airs cost time spent listening by causing tune-out and thus aren't effective in actually marketing anything (other than building brand name familiarity by associating the retailer or product for a repetitive negative memory), it's time to review the process which allows that to happen.

Theory:  sales person closes the deal and is told that the commercials will arrive via email, snail mail or ftp site. 

The lone person in the building all night, watching over all of the stations in the cluster is charged with doing the "dubs" based on a production order from traffic.

Quality control is most likely no one person's responsibility, other than - hopefully - the all nighter is cautioned to flag anything that might be illegal, such as one that contains "prize, chance and consideration."

It's time for a more specific policy designed to at least call someone's attention to what could be an offensive, poorly-produced, badly-written commercial.

1.  Have everyone who is charged with loading a spot into the system code each one with a letter grade from "A" to "F" and compare the scheduled run dates with the copy to be sure that it won't sound out-dated.

2.  Create a "customer results manager" position, hopefully one of your most detail-oriented and creative people, to review anything with a "C" grade or lower and also any copy that may require updates toward the end of its run.

3.  When your new "CRM" finds something that needs improvement, that person alerts the seller, who calls the client and asks "are you getting the expected results now that your commercials are running?"

4.  If the client says "yes," tell him about the need for an update and offer ideas to improve the impact and power of the message.  If the client is pleased with things as they are, I do not recommend rocking the boat, but if the advertiser is open to listening to alternative ideas from your creative team take the opening to impress 'em with your caring and follow-through.

They'll call it terrific, above and beyond, customer service.

Have your "CRM" create a discrepancy report with an overview of these actions to be reviewed by Brand Manager, Sales Manager and Market Manager.  You'll smile each time you hear their "new" commercial.  Ratings go up.

Better creative gets better results.  Once your client tells you that you improved her business, that's a perfect opportunity to ask for a hike in rate, don't you think?

More money for everybody!

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