John Potter, VP/Director, RAB Radio Training Academy

It makes sense to call directly on the client even if the client has an advertising agency. We not only learn of clients’ objectives first-hand, but we build relationships.

So what happens when the agency tells you to stay away from the client and deal only with the agency? “If you call on the client I’ll never buy your station again!” Here are just four ideas:

1. Some sales managers tell salespeople their job is on the line if they do not call on all clients, whether there is an agency or not. The salesperson can now say: “I respect that you are asking me to not call on the client, but I can lose my job if I don’t.”

2. Softly tell the agency: “The client belongs to both of us and I must maintain contact with them as well as with you.”

3. Stop by clients and thank them for their business. If the agency is unhappy, you can assure them you were only thanking the client.

4. My favorite explanation to your agency: “I am not going to present specific information to the client. I present that to you and your agency. But if I talk to the client and learn the client’s objectives directly from him/her, I will be a better resource to you by bringing you only the most relevant recommendations.”

These don’t work all of the time, but we must try to get to clients to maximize revenue.

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One of the most annoying ads I get to hear and produce even myself are ads for Vintage Vision International, a chain of optical clinics. Radio stations from Visayas and Mindanao are more familiar with this. More often than not, the client would provide the script. But can they think of another?

Here’s a cool radio ad script from RAB designed for I-Care Optical. Hope you can draw inspiration from the script. Here it goes

“IN THIS WORLD, THE “”I’S”" HAVE IT… (OPERATIC SINGER- I LOVE YOU TRULY, TRULY I DO. LOOK INTO MY EYES…) (COUNTRY TWANG- I NEVER PROMISED YOU A ROSE-COLORED GARDEN…,) AND THAT INCLUDES I-CARE OPTICAL…I-CARE HAS EYEGLASSES, CONTACT LENSES, SUNGLASSES EVEN THOSE NEW EUROPEAN FRAMES TO GIVE YOU THE EYE-CATCHING LOOK. I-CARE HAS YOUR EYES COVERED.(DISCO SINGER: “THAT’S THE WAY..UH-HUH,I THINK I LIKE IT…) SEEING IS BELIEVING. SO, WHO WANTS I-CARE? (group of people: I DO, I DO.) I-CARE OPTICAL IN THE MICRONESIA MALL. ALL VISION INSURANCE ACCEPTED.”

From RAB

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No details however about the re-launch. In fact, there is still no definite dial point set for the new Campus Radio. My hunch says that the people behind the return are dropping the “Campus Radio” logo and instead will be using “Campus FM”.

Here’s a probable reason. “Campus Radio” is still a GMA property. However, they can have the word “Campus”. My first guess was that the guys will be using “Campus XX.X” (with X as the new dial point). But I am pretty much sure that ‘Campus FM’ will push through.

The exchange of comments and speculations are still hot on pinoyexchange.com and on a Friendster-like website www.campusradio.co.nr. But as Jimmy Jam says in his blog www.bigbadjimmyjam.blogspot.com “facts shall reveal themselves further, as the proverbial plot thickens”.

In the meantime, I’d like to share this recent response we emailed to one of our readers. David of Cotabato City asked us some tips on making effective ad proposals. Well, of course your letter should be sincere and should not sound like you are only interested in getting money from your prospect client.

Your proposal should be inviting and should clearly state the benefits the client will gain if they get your station for their advertisement. But here’s one radio proposal tip that I have been using for years now and proved to be really effective.

Try putting the logo of your client on your proposal. The internet is a free resource of images. This will give the client a personalized feeling, making them feel special. So go ahead, insert a logo.

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