This conference very much focused on Internet, technology, income generation and the issues of larger stations.

•  4 of the 5 main sessions were very good and we learnt a lot, which can be put into practice.
•  There is always high value in the networking with other access people.
•  The ability to physically visit other Access Stations and see their set-up is highly valuable.

AGM
Minutes will come out from Auckland.
Brian Pauling elected Chair
Jill Stanton elected Treasurer
Henry James elected Secretary

KEYNOTE ADDRESS – PAUL REYNOLDS
Divided into 3 sections.
Part 1: Basic information about the Internet.  History of net and protocols that it works with.
Part 2: How we can use it now.
Part 3: The future.
Basically the theme was that streaming audio on the net is where broadcasting is
going.  He believes that Radio as we know it is dead, and that within 5 years radio
will be available on the net and we need to start working towards this now.  I am
unsure if this prognosis is strictly correct, but there is no doubt that this is how
technology is developing. 

GENERATING INCOME – TERRI BRYNE
Terri is a highly capable and impressive staff member at Auckland Access Radio.
Synopsis of Speech
A. 4 ways of generating income.

• Airtime = primary product

•  Adjacency

•  Sponsorship of programmes (with accompanying advertising)

• Project funding

B. We need to know what business we are in and what we have to offer.
: immediacy;  targetted audiences; ubiquity and a key element = portability.

What have we got to trade?
:Specific niche markets and key element – local.  We reflect our own community.
We have higher attention rates.
We can offer exlusivity.  Sponsors will not be lost in a plethora of adds.

Therefore – a conducive enviroment.

C. What do we need to sell airtime?
:We need to build a relationship with the community.
If they have the need, desire, and the imagination to see the vision you offer they often say yes.
Q What is their need? (you have to find out)
A eg: to reach housebound people.
Q What is their desire?
A To link with others.

Paint a picture to fire their imagination.

D. Tools to generate programme makers and sponsorship.
1. Product knowledge.
2. Target knowledge – make sure you know about them.
3. Market knowledge – What else is out there.
(Find out how they are already advertising.  Eg: ½ page in paper means a big budget).
4. Approach a person, not a business and get back to them.
5. Openness to partnership.
6. Openness to each others humanity.
7. Total delivery.
Don’t forget  WIIM (What’s in it for me)

ACAB DANGERS AND SOLUTIONS
Address by Brian Pauling.  Is sending me a transcript of his overheads.

OFFICIALS COMMITTEE REPORT
Address by Brian Pauling.  Is sending a copy of his report.

MARION HOBBS.  ADDRESS FROM MINISTER OF BROADCASTING.

1. Stressed first that Access Radio is in NO danger.
2. Youth Radio.  Discussed this issue which ACAB has taken a strong stance on.  Her comments were that there were 3 options.
- Extend B-net (student stations)
- Fund NZOA to set up a network of Youth stations
- Fund NZOA to make specific youth programmes to be played on stations like Access and B-net throughout country.
3. TVNZ Charter.  Discussed issues and difficulties.
4. FM frequencies for Access Stations.  We should hear information on this before the end of October.

Took questions from people for a short time.

DAVE COWLEY.  SALES AND MARKETTING AND CHAIR OF TRUST WHICH BROADCASTS BBC WORLD NEWS.

Synopsis of presentation

 People buy
  a.  To make a gain
  b.  To avoid a loss.

You must deliver the solution in a way to meet a person’s needs.  To increase your effectiveness it is necessary to cleary establish the value of
a. What you are selling
b. The value to them.

Key Point:
Talk to the decision maker.
The decision maker has three qualities.
a. Need
b. Money
c. Authority

Key Word:
Waste
People pay big dollars to go onto glamour stations.  They are paying for 100% audience, we have niche markets.  Small audience is good!  We don’t need lots of listeners.  Why do advertisers have to pay lots with big stations to get the same no of new clients as we can offer.
Relating solutions to problems.
Not selling we are helping people to buy.  We are addressing people’s needs.

How to handle objections:
1. Listen carefully.
2. Acknowledge their problem.
3. Confirm you understand.
4. Convert the objection to a question.  ie: “Would you advertise with us if I could make it less expensive?”
5. Answer the question.  ie: “ No I can’t make it less expensive but I can offer you extra benefits this way………”
6. Closing question.  ie: “Do you think that this is something you would like to do?”
7. ASK FOR THE ORDER.  DO YOU WANT TO START NEXT WEEK.

Setting up the first meeting:
1. Ring
2. Acknowledge they are probably busy.
3. Ask for 10 minutes of their time.
4. Go in, ask questions, and talk to them about their business.
5. At the end of 10 minutes say “OK thank you, I have enjoyed this and getting to know you” and one of three things will happen.
- OK Bye.
- No, I can spend longer with you.
- Can we re-visit this at another time.
6. Always leave with a commitment. 
Eg: How about I ring you in a month.

Price objections:
This is someone telling you “You haven’t shown me enough value”
1. If this comes up early – postpone the answer. “Let me come to that later.”  You haven’t had a chance to establish value.
2. Use the lowest common denominator. 
3. Stress your exclusive features.
4. Comparison.  Use it.  Compare to other things they relate to.

VISIT TO PLANET FM
Lorraine, Kim and I visited PLANET FM.  It is a very compact station with a main reception area, station managers office, 2 staff office, a voice booth, an on-air studio, a recording studio, a technician’s room, an internet and phone recording booth, and a small kitchen.