The Radio Agency believes in effective account service. What does that entail?

We wear many hats in performance of our role as great account managers. We consider ourselves strategic partners with each and every one of our clients, because if the campaign doesn’t “work,” it goes away. The stakes couldn’t be higher.

Often times, that starts with divining the answer to a simple question: “What’s the one thing you want someone to do once they’ve heard your message?”

Next, we jump into the shoes of the listener, knowing what the client needs to call our campaign a success. What’s the best way to deliver that message to the listener?  What’s the best offer or incentive we can proffer to make the listener drop everything and act on our offer?

From there, an ongoing feedback loop from the client keeps us attuned to how well we’re doing at achieving our goals. That information enables us to optimize our media spend and do everything necessary so that we meet or exceed client expectations.

How does a client best use their AE?

Treat him or her as your partner and teammate.  Minimize surprises.  Enlist our insights and advice early on, at the strategic planning level.  Many times, we’ll have advance knowledge of opportunities or have additional leverage with the media to lock in exposure that will boost results – things won’t be available if we’re called in last minute as more of a tactical executioner.

Mark Lipsky is the President and CEO of The Radio Agency. Please follow The Radio Agency’s Blog “Sounding Board” by subscribing to the email or RSS links above. Visit our website TheRadioAgency.com