Local Link

This page is for sharing the great ideas, campaigns, proposals, audio, commercials, sales tips and experiences of Connect member stations.

We know that out of our hundreds of member stations, thousands of proposals and campaigns, sales tips, ideas, commercials are being successfully run each week: here's where we'd like to hear about and share these stories and ideas with other stations, to work together to make the industry as strong as possible.

If you've run a campaign - for any kind of advertiser - that has worked, let us know.

If you've created a commercial that got a great response, let us know.

If you came up with a programing idea that sold locally and got results, let us know.

If you have a tip on managing sales teams, getting the best out of sellers or handling your sales manager - let us know.

The more we can share our ideas and resources, the better of we'll all be and the better prepared we'll be to survive and prosper through the next few quarters.

Submissions we receive will be posted up to this page. Users will also get a chance to leave comments as well. (For a full set of legal stuff about submitting your ideas / content, click here)

To submit any kind of content or idea, just click this link. Don't forget to:

a) include your name, your title and your station call-sign
b) include the script for any commercials you send us as a Word or text document if you have it.
c) include any information you think is relevant about your submission - who the client was, how you came by the idea, who was involved, what the results were; the more useful info the better.

Thanks,
The ARIA Team.


Weaning Attorneys Off The Yellow Pages

John Kerley had spent a large sum of money in the yellow pages, into his website, and dabbled a little in radio, using a Christian based station, sponsoring the weather on WIBI. Though he poured a lot of money into his advertising he did not feel that anything really tripped his trigger. Like most attorneys he spent a large sum in the yellow pages listing every service and putting his picture out there but not getting the response the was looking for. On top of all that, the yellow pages ended up renewing his contract without copy approval and demanding payment. This upset & frustrated John.

Working with MWFB:

He started branding November 3, 2008 on Lite Rock 98.7FM (WNNS) and 92.7FM The Rock Station (WQLZ). These two stations did not have ANY attorneys on so he wanted to own them!

Monday 3x Tuesday 3x Wednesday 3x Thursday 3x Friday 3x Saturday 3x Sunday 3x

The Message:

John wanted to let people know that he can relate to you; he has been there too. He was an attorney for the insurance companies so he knows how to handle the other side. He also was involved in a car accident where he had some of the same feelings his clients might have had. He wants people to know that he is on your side and he will fight…he won’t take NO for an answer. John’s voice is used in all of his messages and now we tell stories of some of the cases he is working on. We are “attacking” the competition right now by letting people know that he will take a second look when other lawyers don’t think you have a case, and meet with you based on your schedule.

The Results:

Though he has been branding 7 months with the set expectation of building awareness with no return, he has had a steady number of calls and questions as well as 4 cases he can attribute directly from radio. One of the four cases is a really big one he says that deals with a “pretty important person.” He still hears people say they heard his ad and that they like it. John is happy with the response and results and is glad he jumped off the cliff to do radio!

Click here for one of the commercials he ran.

Dave Doetsch