THE CANADIAN CONNECTION

1. THE CANADIAN CONNECTION FROM JIM DOYLE & ASSOCIATES IN AMERICA IDEAS YOU MIGHT USE IN TV AD SALES IN CANADA A bi-weekly memo focused on ideas that work in America and might help your ad sales in Canada. Courtesy of Jim Doyle & Associates,www.jimdoyle.com Now offering sales training and revenue-producing projects in Canada. • Avoiding cancellations because “The TV ad failed.” • First, let’s define failure. To the client, it’s the inability of their commercial to produce a measurable result. If there is no tangible result, it’s a failure. How often does failure occur? I polled our 10 other road warriors (JDA Senior Consultants) to get a collective opinion gleaned from our meetings with thousands of TV advertisers. Here are our numbers: 13% report that their TV fails completely; 18% report that their TV works sometimes; 21% report that their TV produces unknown results; 49% report that their TV absolutely works. • So, half of the local advertisers in the U.S.A. are thrilled with TV, but the other half is at risk of cancellation. In those cases, we usually point the ugly finger of blame at three things: • ONE. The frequency isn’t high enough. The most important sermon we give to local advertisers advocates high frequency. We say "go big or don’t go, or if you can’t own it, don’t do it!” For example, if your client is right for the morning news, be sure you have frequency in any one specific hour, like 6am to 7am, at least three times a week, ideally five times a week. We shun R.O.S and we shun “media mix,” which dilutes frequency. • TWO. The message is bad. I’m not talking about production values, I’m talking about what the ad says to a viewer. Much too often, it’s a laundry list of cliché-ridden words, which do nothing to separate your client from the competition. I call it the “blah blahblah” effect. The “14 Rules” I teach are covered briefly on my website, www.guruofads.com. Click on “Secrets.” • Better yet, JDA has a DVD training series with our insightful company leaders, which teaches sales reps how to sell ads that work. It’s called The ADvantage ™and we believe it’s the best series on creative in the country. Take a look at http://www.jimdoyle.com/training/creative/the-advantage/. Here’s some of what we cover: • Strategy always comes first • 10 killer questions you must ask • The singular point of attack to focus your message • Tips & tricks to increase memorability • The 14 Rules of the Guru of Ads • THREE. It might be you. Sorry, but it’s true. If you don’t get the frequency right, if you don’t make sure the message is right, it’s your fault. Harsh words, I know, but over and over sales reps will take a low frequency order, or let a bad ad get on the air, instead of stepping up to bat and saying “this won’t work.” • As always, feel free to call me with any questions on our training or even just to ask a question on a local client you’re trying to sell. DON FITZGIBBONS AKA “THE GURU OF ADS” JIM DOYLE & ASSOCIATES508-341-0193 Don@guruofads.com January 9, 2014