How To Handle Overly Demanding Radio Advertising Client

HOW TO HANDLE OVERLY DEMANDING RADIO ADVERTISING CLIENT
by Dan O'Day

A radio station program director wrote to me for advice:

“We have a client who spends a lot of money with our radio station. In addition to radio commercials that he voices himself, we do remotes every weekend.

“As a programmer I try to be fair to the air staff and rotate the remote schedules. However, that client only wants two particular jocks. Okay, we’ll accommodate him.

“Now he wants to cut liners that say, ‘Hi, this is Ed from XYZ Auto, and you’re listening to (JOCK) on Radio X.’

“We’re a rock station, and that seems to compromise our image.

“In the past when this client hasn’t gotten what he wanted he’s threatened to pull his radio advertising account, and our sales rep bends over backwards for him. I’m sure you’ve dealt with clients like this. Do you think he’s trying to program the station? And, how do we tell him we’re in charge?”

No, he’s not trying to program your station. He’s trying to do what’s best for him (for which you can’t blame him).

Are you saying that he wants you to run liners on your station, outside of paid radio commercial time, in which he simply says his name and ties it to your station? I can’t imagine a professional radio operation anywhere that would allow that.

How do you tell him you’re in charge?

Your station should have clear rules & guidelines.

If the client wants something that goes against your guidelines, you can simply say, “I’m sorry, but we have guidelines in place to make sure everyone — you, our listeners, and our radio station — is best served.”

And then simply stick to it.

If he wants to specify the jocks who do the remote broadasts, he should pay a premium fee — with 60% of the extra charge going to the jock and 40% going to the station (for the extra work in juggling the others’ schedules to accommodate the client).

Either your radio station has — and enforces — standards, or it doesn’t. It’s all up to your station management.