Radio's Defense Against Groupon Wednesday, March 9, 2011 By Jerry Del Colliano Groupon, the wildly popular 35 million strong deal-of-the-day website, is coming after local radio. Radio, having lost its exclusive edge in automobiles to a multi-use entertainment center is now on the verge of losing the sure business it was always able to get from local advertisers – even when consolidators weren’t broadcasting local content. Now, word that Groupon is sending live salespeople into local markets to stand up face-to-face in opposition to terrestrial radio salespeople.  For CEOs like Lew Dickey who thinks radio sales can be operated out of one national location, this spells disaster. This article will reveal an innovative, ready-to-use blueprint for radio’s defense against Groupon called RadioOn: 1.  Radio’s huge advantage over Groupon.  That’s right – advantage!  An advantage most radio people don’t even realize they have.  I’ll tell you what it is here. 2.  The aggressive plan that instantly puts Groupon at a disadvantage with the very local advertisers they are now trying to steal from radio.  Once you see it, a light bulb will go on in your brain. 3.  This one tactic I will offer – to double down on Groupon discounts – makes it impossible for Groupon to beat a radio sales pitch.  That is … IF … you know this tactic. 4.  One thing radio can add-on to its sales pitch that Groupon sales execs cannot touch whether they do it on the phone or in person with prospects.  Do you know what it is?  If not, you should. 5.  How to build an early warning notification system that will trump Groupon in local markets rendering them second best forever and forced to live on scraps of business left behind. 6.  This is the killer – a creative way for radio to do an on-air version of Groupon’s model and actually – sit down for this – increase your audience.  If you’re in radio, new media or advertising, you’ll want to know this radio advantage that stations don’t even know they have.  Haven’t even tried.  Until you read this. If you would like to read this story, have access to my entire archive (over 1,200 pieces) and get the next month of my writing included, click “read more” for your choices.  Read more at Inside Music Media You are receiving this email because you are a subscriber to Inside Music Media Click here to unsubscribe or manage your account.