Selling HD Radio Products
- Will I be able to receive HD Radio in my store?
- How do I fix it if I can’t receive the signal?
- How do I train my sales staff on what they need to know about HD Radio?
- How do I connect with the radio station in town?
- Are there any promotional materials available to help me bring attention to HD Radio on my sales floor?
- Can broadcasters help me with promotional events?
- Why are the various radio brands displaying HD Radio data differently on their receiver screens?
- Why do certain radio stations sound better than others with HD Radio?
- What is the “key” feature of HD Radio that I should be focusing on?
1. Will I be able to receive HD Radio in my store?
For the most part, the answer is yes, if you are currently receiving analog radio signals. There are some situations when the signal is being split so many times in your store that it is severely weakened. Since HD Radio broadcasts at 1/100 th of the wattage used for analog, a signal that is split numerous times inside the store can possibly be so weak that analog is received and digital (HD Radio) is not.
2. How do I fix it if I can’t receive the signal?
In most cases, a very inexpensive “whip” antenna can by installed on the roof or even the side of the building. This antenna run directly the HD Radio unit will usually fix any difficulties associated with receiving FM broadcasts. AM broadcasts are a bit more difficult. There are a number of possible solutions that usually rely on tried and true methods including earth grounds and amplification.
3. How do I train my sales staff on what they need to know about HD Radio?
HD Radio University, through CyberScholar.com, is open and ready to accept students after CES 2006. At www.hdradiouniversity.com, we will offer two levels of training – an associates degree (which will certainly give anyone enough knowledge for everyday selling) and a bachelors degree (for those more serious about their work and the subject matter). Each takes roughly 20 minutes to complete. At each level, students will be graded and scored and in most cases, they will be entered in prize drawings each month. [link to an HD Radio webpage that says HD Radio and CyberScholar are building HD Radio University, which will be available in early 2006]
4. How do I connect with the radio station in town?
Approach the station with creative ways to work together. If you have an established advertising relationship with a local HD Radio station contact your account executive at the station. He or she will be happy to work with an advertiser on innovative ways to cross promote. If you do not have an existing relationship with the station, contact its Program Director directly. That will probably get the conversation started on the promotional track rather than a sales track. Retailers should offer to support the stations' HD Radio promotional efforts by stocking receivers in exchange for on-air mentions of that fact.
5. Are there any promotional materials available to help me bring attention to HD Radio on my sales floor?
Yes. On this site, you can simply click on “promotional materials” to see what will be available in 2006.
6. Can broadcasters help me with promotional events?
In most cases, yes. The broadcasters are very excited about this new technology that helps them to usher in a new age of radio. They are usually eager to help get the public to begin upgrading to new digital radios. Naturally, those who buy advertising with certain radio stations are likely to receive the most amount of attention early on. But eventually, everyone benefits from this new technology.
7. Why are the various radio brands displaying HD Radio data differently on their receiver screens?
Populating the fields for HD Radio data definable by the receiver manufacturers and broadcasters, who can put whatever data they want in whatever field they want, thereby creating inconsistent data displays.
8. Why do certain radio stations sound better than others with HD Radio?
HD Radio exciters (transmitters) are also “user definable”. Each individual radio station can make several adjustments to the “factory settings”. These include such adjusts as time delay, sound level, and audio quality. If you find that one station sounds substantially better than another in your city or town, contact the engineering department at that radio station and invite them to come to your store and experience it the way you are hearing it.
9. What is the “key” feature of HD Radio that I should be focusing on?
Multicasting! While our improved, distortion-free, static-free, noise-free, digital signal combined with scrolling information data are terrific features, the truth is that consumers are looking for more choice through additional programming to suit their needs. Over the balance of this first decade of the new millennium, free broadcast radio will re-invent itself by creating new, exciting, and compelling programming.
