(Poof!)  Imagine you’re a radio Account Executive.  Now, imagine you have the perfect station to reach the target customer for a business.  What could go wrong?  After all, you have a product that’s spot-on for this business.  Weeeellll, you could sell the business too much advertising, too little advertising, set up a commercial schedule that’s doomed to fail,  write an ineffective commercial script, write a great commercial script that’s poorly produced, sell the business :60 second commercials when :30 seconds would suffice, etc. etc. etc.  Inotherwords, you want and need an Account Executive who is a professional at this job.  Just having the right product is simply the first step to ensure that your business employs a successful marketing plan.

Unfortunately, too many radio and tv stations have difficulty maintaining any continuity within their sales force.   If you make the marketing decisions for your business, it can’t be reassuring if you’re having a new person from station WXYZ call on you every two months.

Fortunately, at WTAW and Bryan Broadcasting, our sales team bucks this trend in a BIG way.  Our salesperson who’s been with us the least amount of time has been here for over ten years.  Allow me to repeat that.  Our salesperson who’s been with us the least amount of time has been on our sales team for at least ten years.  In fact, one of our salepeople has been here for thirty four years.  That is almost unheard of in broadcast sales (or any other kind of sales, for that matter).  If you’re already an advertiser with WTAW and Bryan Broadcasting, then you know you have an Account Executive who knows you, knows your business, knows your market, and knows how to best use our stations to get your message to the maximum number of your customers.   If you’re not an advertiser and are considering advertising on WTAW, you should know that your Account Executive knows this market and knows our products forwards, backwards, and how best to maximize their effectiveness for your business.

I said this in an earlier blog, but it bears repeating.  Bryan Broadcasting has the most knowledgable and professional sales team I’ve encountered in my thirty six years in the radio industry.  They’re smart, fun, creative, and genuinely nice people.  When I say that your Account Executive has the best interests of your business at heart, it is far from an exaggeration.  Each salesperson’s goal is to build a lasting business relationship with every client.  Over time, you’ll discover that your Account Executive will become a valuable resource that you can rely on when making any marketing decisions for your business.  If you’d like more information about advertising your business on WTAW, please contact Sam Jones (that’s me) at 979 695-9595 or sam@bryanbroadcasting.com.

The post Seasoned Account Executives Are Your Best Ally appeared first on WTAW.

How much does a radio commercial cost on WTAW?   Here are some basic rules that apply.  The more control you have over the window of time a commercial airs,  the more the cost per commercial.  For example, you want your commercials to run during the Rush Limbaugh Show.  Rush airs Mon-Fri from 11am-2pm.  These commercials will cost more than if you schedule your commercials Mon-Fri between 6am-7pm.  When you expand the window of time your commercials may air, the price drops.  :30 second commercials are less expensive than :60 second commercials.  The vast majority of  local businesses air :30 second commercials because their message can be delivered comfortably within that period of time.  Here’s a word of warning regarding :60 second commercials.  If you decide to go with :60 second commercials, make certain that they’re extremely well produced.  Maintaining a listener’s attention for :60 seconds can be challenging.  We’ve all heard commercials that seem to go on and on and on and wish they would mercifully end .  Chances are you’re listening to a very mediocre :60 second commercial.  If you can deliver your message in :30 seconds, there’s no reason to consider :60 second commercials.  Having said that, :60 second commercials do have their place and your Account Executive can tell you if they’re what you need in your specific situation.

How much does it cost to produce your commercial?  Nothing.  Nada.  Zip.  This is one of the big differences between radio and television advertising.  You’ll pay a chunk of change to have a television commercial produced.  In radio, we’re happy to write your commercial and use our production facilities to build your commercial at NO additional charge.  Your only out of pocket expense is for the actual commercials that air.  Your Account Executive will sit down with you, get copy points about your business, and write the commercial script for you.   Before going into the production room, you’ll sign off on the script. We do have a few clients that prefer to write their own commercials and that’s perfectly acceptable.  After everyone’s good with the script, we go into the production room and finish making your commercial.  After that, your A/E will play the commercial for you before it airs and we’re happy to email you an MP3, so you’ll have a copy of the commercial.  At WTAW and Bryan Broadcasting, we’re fortunate to have an extremely talented Production Director who puts the finishing touches on the commercials we produce.  When Brad’s not working for us, he plays guitar and sings in a band.  You want a Production Director who has a finely tuned ear and Brad fits the bill and then some.  We’ll talk more about commercial production on down the road.  In the meantime, if you’d like information about advertising your business on WTAW, please contact Sam Jones @ 979 695-9595 or sam@bryanbroadcasting.com.

The post Radio Advertising: The Basics (cont.) appeared first on WTAW.

At WTAW and Bryan Broadcasting , our goal is to make advertising on the radio easy and effective.  Our Account Executives will give your business unparalleled service.  Going above and beyond the call of duty is standard operating procedure at WTAW and our sister stations SportsRadio 1150 KZNE ‘The ZONE’, KNDE 95.1 ‘Candy 95′, Christian Family Radio 1510 KAGC, and NavasotaNews 1550 KWBC.

So, how does your business get a radio commercial to air on WTAW?  The process starts when you meet with one of our Account Executives.  The first thing is to determine who your customers are and match them up with the radio station that reaches that demographic.  Naturally, different radio formats attract different groups of listeners.  Our newstalk format on WTAW predominantly reaches people from 30 years of age to the hereafter who tend to fall in a middle to upper income bracket, own homes, have more education than the average American, and are more likely to vote.  If your business wants to reach this group of customers, WTAW is a slam dunk!

How much should I budget to advertise on WTAW?  That depends on too many variables to give you a specific answer.   Every advertiser is unique and your Account Executive will help you determine what’s best for you and your business. 

Speaking of Account Executives,  Bryan Broadcasting has the most knowledgable and professional sales team I’ve encountered in my thirty six years in the radio industry.  They’re smart, fun, creative, and genuinely nice people.  When I say that your Account Executive has the best interests of your business at heart, it is far from an exaggeration.  Each salesperson’s goal is to build a lasting business relationship with every client.  Over time, you’ll discover that your Account Executive will become a valuable resource that you can rely on when making marketing decisions for your business.  I could continue bragging about  them, but that’s going to have to wait until my next entry.  In the meantime, if you’d like information about advertising your business on WTAW, please contact Sam Jones (that’s me) at 979 695-9595 or sam@bryanbroadcasting.com.

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