If you remember marketing, raise your hand. Wow, you’ve been in Radio a long time.
Check this out:
The problem with marketing is that it’s too separated from sales.
Now, watch it again, this time using the eyes of your clients.
How many of the local spots you do for your local clients are your best effort?
How many really increase their sales?
This can be the distinguishing characteristic of your station locally. This can be an advantage, because — clearly — online ad sellers are not worried about this.
But you’ll have to spend money to hit that goal: real copywriters (every great ad starts with great writing), real voice actors (as opposed to pulling in the promotion assistant and a sales guy to read that 2-person spot), a real production director (someone who has the highest standards and will push back until they’re met), and someone to check results quantitatively.
If the marketing you do for your local clients increases their sales revenue, they will be more than happy to sing your praises.
But the onus is on YOU to raise the bar in your town. That’s not going to happen as long as you leave it up to your corporate overlords.