It’s easy to get lost in the flow of things, especially in the world of sales and marketing. A study was done recently on the highest percentage of people in certain careers that drink the most coffee, marketing analyst was one of the highest. For good reason: it’s almost as if you never really stop working. Sure the actual work day is 8a-5p, but honestly when is it ever really that short? Writing this script, putting together that proposal, getting everything ready for the tomorrow’s new prospect(s). It’s easy to get lost in things, which is the point of this particular conversation.
Coming from the programming side with enough degrees to qualify as a marketing analyst and account executive, I have had the luxury of seeing how both sides live. Each has their own specific way of working. Each also has difficulty co-existing at times. Understandably so, and like any other business, when multiple departments are added to the workplace, it’s common that things get lost in translation.
Amidst everything else a typical Account Executive is to be responsible for, it’s not uncommon for a client to bring a promotion to mind. Something that is clear benefit and may sound like a good idea at first, but may not quite fit the demo or doesn’t have the programming staff’s best intentions in mind. Too often this happens and too often it goes through anyway. Ultimately, the station loses out to allowing a sub-par promotion and the client loses out for not getting the return they were looking for.
Too often we as Account Executives allow this. As the gatekeepers to amazing promotions it’s essential to keep a few things in mind: Approval from the Promotions Director. It’s key that he or she not only agree to it, but also run with it. The moment you see those eyes light up, you know you’re golden. The next thing is the approval of the on-air staff, after all, they’re the ones selling it. If the way they portray it to the public comes across in any way with a hint of doubt, the whole thing could be done. Most importantly though, it’s important to keep in mind the station’s brand. This is what the programming staff works so hard to create, to build that trust with the listeners and even as AE’s we protect by selling it to clients attempting to reach that demographic.
We lose sight of the main purpose: The Station. Whether it’s programming it or selling it, it could not be more important to remember those out there listen are listening for a purpose.
Always protect the purpose.