The dictionary defines ‘tangible’ as; ‘able to be perceived by a sense of touch’.
           Radio is only an intangible if you let it become so. And if the only ‘tangible’ your clients receive from your station is an invoice, you’re headed for trouble.
           At cutback time, the media with the most tangibles in your clients’ files often wins and escapes the knife!  How thick is your client’s file of your tangibles?

• Do they have a presentation on file that clearly outlines what you proposed to do for them and how you would achieve those objectives?
• Have you delivered trade articles about marketing your customers’ categories?
• And what about wrap-up reports, with testimonials from their customers, a summary of what you delivered, and of course, an outline of how you over-delivered?
• Does your client’s file include all of the scripts you’ve delivered, audio copies of their commercials and proofs of performance?
• Do you conduct post-campaign analysis and deliver written summaries of those analyses?
• And what about regular helpful tips like our SoundADvice, complete with your photo and station logos?
• Have you used your cell phone to take pictures of their customers lined up at a successful event or remote?