Friday, June 3, 2011

John Potter, the VP/Training at the RAB, had a great note the other day.

He offered a three-step process to sell your traditional media advertisers on using your digital ads:

Education

More often than not, the advertiser who is not using digital simply doesn't understand it. Educate your advertisers by sharing a brief overview of the Internet, mobile, and social. It can be as simple as teaching them terms. You'll find a glossary of terms on rab.com in the digital section, by following this link.

Integration

Include digital products in your recommendations to all of your advertisers. An integrated approach will get better results for them ... and more dollars for you.

Presentation

Present the digital components with the same respect you give your on-air components. Including banners or other digital products as added value or low cost add-ons devalues Interactive advertising and discourages the advertiser from taking your recommendation seriously.