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.


Building a Vertical Schedule with the Right Hook

I did a time out call with a client of mine, a small local insurance agency, last week to check on the success of their radio campaign. Each time we meet my client says the same thing, people tell us they hear us on the radio all the time! We chuckle between ourselves because they aren’t.

The insurance company started advertising in August of 2004. They are a small agency and did not have much budget to work with. Their budget would not allow them to have a solid horizontal schedule, so we took what budget they had and built a vertical schedule. Their schedule is simple, 12 ten second ads that run between 6am and 6pm each Tuesday.

The right hook of the campaign is one simple word “really”. The name of the agency is Waterman-Neely Insurance. So we always say, Waterman-Neely Insurance, Really! This has not changed in five years. We have been able to create an associative link between the name of the business and one simple word.

We meet once a month to review how the campaign is working and I always hear the same thing. We are so busy we can’t keep up. When I ask them to increase their budget and add another station or increase their frequency on their current station, they always have the same answer; no, we can’t handle more business. The key to their success has been to find the right hook, a consistent schedule, and maintain the frequency.

In the last four years the agency has had to remodel to take on the additional business, add another agent, and a customer service representative. In the next two years they are looking at purchasing a larger building and adding additional agents, really!

It just goes to show that the smallest of schedules can have a huge return with patients and just sticking to the plan.

You can download the commercial that worked in this campaign here.

Dave Doetsch, Springfield, IL