Flights vs adventures

Are You Booking Flights or Creating Adventures?

KSHE-95 Sales Meeting Series KickoffOctober 29, 2012

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• Introduction

• Why are we doing this?

• What does it mean to book a flight?

• What does it mean to create an adventure?

• Pictures of people who book flight and create adventures

• Our next set of sales meetings• Takeaways and Assignments

• Summary – “Wholesale vs. Retail”




• Why are we doing this?• It’s the future of the business

• Just like buying an airline ticket today, in the coming years (maybe months), marketers or their agents will be able to purchase “seats” through an online exchange (spots, impressions)

• The person won’t matter as all the “details” will be available with a couple clicks or finger taps on a screen

• Our target drive performance indicates we need additional work on “creating adventures”




• Why are we doing this?• Was our target drive bad?

• Not at all

• Lots of great 1-on-1 coaching opportunities identified (find, approach, present, ‘want-to’) – this will allow me to coach “hard” and help you grow

• Would have loved to drive more revenue, however a number of target drive accounts will close in the next couple weeks




• Why are we doing this?• We can all get better – and need to get better – to stay

competitive• Believe it or not, people do make a difference 19 out of

20 times (no scientific evidence)• Without our focus on “creating adventures,” our business

will continue to decline or fluctuate with the ratings and rank performance

• Your personal franchise will feel the same effects without creating adventures using the all elements of the brand you represent - events, digital, Incite, endorsements - to solve business problems and marketing challenges




When was the last time you used a travel agent to book an airline ticket?

• 1998 for me• Hard ticket, picked it up at

their office




Now?

• Do it yourself

• On your own timeframe

• Price is a big factor




It’s not hype or a threat. It’s a reality.




How does this relate to our business? Account managers booking flights often:• In the “avail” game• Price-based• Narrow dayparts• No charges• Lower the rate• “Throw in Sponsorships”• Reactive, not proactive• It’s one station vs. another (which airline do I fly?)• Use concert tickets or other incentives to make the buy

• Ratings and rank based




Now, I need to call a timeout




• Avail business continues to make up 60-70 percent of the station’s revenue

• We cannot allow a “low cost carrier” to undercut us

• However, in order to grow our business (and your personal franchise), we need to create adventures for our clients that focus on their business goals and marketing

challenges




What does it mean to create an adventure?




Why would you call a travel agent today?• A specific need• Help with the

“how” – not “what”

• Full-service “catering”

• Offers something that S-U-Cs




Why do you need a radio account manager to create your marketing adventure?• Business acumen/experience/understanding/”sense”• Marketing savvy• Retail vs. Wholesale• Creativity• Communication• Consultant• Digital• Ideas• Connections and network

• Execution




Show me somebody booking flights and/or creating adventures, please.




Cube #1“Booking Flights”

- Had a “big list”- Was always discussing “getting creative” with the sales

manager: narrowing dayparts, no charges, - Last place when it came to NTR sales- Was always a “top biller,” but never made the most

commissions- Reacted and asked for remotes- Was in my office about four times per year with the “need

some help” because GSM directed her there




Cube #2Creating Adventures

- Didn’t just have big ideas, Executed big ideas- Deep client relationships- On “transactional accounts” - Got money off the table

regardless of CPP or other factors- Top NTR biller- Top earner- Relentlessly on task and professional with follow-up- Never idle

- Always had a funnel and rarely faced attrition




Good News!



Or Maybe …




Better News!

Media Account Managers Matter in 2013 and Beyond!




What does “Creating Adventures” look like for KSHE-95?

Is this a target for KSHE?




Target Court for EPC Computers

• Driven by it for almost 18 months now• One of the largest resellers of used IT gear in the Midwest, and

one of the premier IT Asset Recovery Solution providers in the United States

• D = ? (no info on Manta, Media Monitors)• A = Probably• P = YES – IT workers and KSHE-95




Assignment for our next sales meeting: The Find

• Please bring THREE new accounts to the sales meeting• They should be just names• Be prepared to discuss How you found them, why you think

they look promising, and what your next steps are for them




Our next sales meetings:• Nov. 5 – “Find” and “Select”• Nov. 12 – “Select and Approach”• Nov. 19 – KSHE-95 and Incite -> 5 Ways to Approach Incite

accounts• Nov. 26 – No Meeting• Dec. 3 – Approach, Part 2• Dec. 10 – Time Out For Product Focus• Dec. 17 – Approach, Part 3• January 7 – 2013 Kickoff• January 14 – C-N-A




Closing and Finale

Wholesale Retail

Your Choice



Flights vs adventures

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