It is very possible that you have thought by now (I have, I admit): Ok, you are speaking about big clients, and what when we come to small clients?
I prefer small clients. Their budget of $100 is much more than $500 from hypermarket chain that we have discussed. Why I prefer to deal with them? Because, the person who decides about marketing activities is very possible to be the owner, CEO, marketing director, key account…all in one person. Unfortunately, he/she is not so sure how their campaign should look like, and what do they want. We have to explain to them what is radio, how it works…and that good ad really works!
We must educate those clients. They would like to mention all of this in 20 seconds: name of the company, the product, the price, the discount, the address, the phone number, and most likely, the owner’s biochemical blood test results.
Well, it won’t work. It could work only 3 times: the first, the last and never again. And you will lose the client forever. Radio industry will lose that client.
You must educate potential clients that simplicity is very important and that listeners are simple beings. Do not complicate.