Many of the stations we consult are surprised when they discover the number one reason advertisers don’t often schedule 52-week campaigns.
The average radio rep would make her annual budget if she simply had 20-25 accounts advertising at rate card with 30 commercials a week for 52 weeks.
So, what would you guess is the number one reason advertisers do not schedule 52-week campaigns?
I’ll give you a hint. It’s not because they don’t have enough of a budget to advertise 52-weeks of the year…
Reason number 4 advertisers give for not booking 52-week campaigns is that they believe their business to be seasonal and want to invest their budget only during peak sales periods.
Reason number three is because they’re not sure what their inventory levels will be, or what they’ll have to sell, ten or eleven months from now.
The second most popular reason they don’t book 52 weeks is (and this is often disgustingly true) because they believe radio stations will offer much better “deals” on sold inventory if they wait until the last minute to schedule each month.
But, seldom do stations understand the number one reason advertisers do not schedule 52-week campaigns…
The number one reason is, “we don’t ask them to.”
Advertisers tell us that most radio account executives have never shown them a 52-week plan or validated a solid benefit to booking 52-week schedules.
So, there you have it, the number one reason you don’t have more 52-week business is because you don’t ask for more 52-week business. It truly is that simple.

Are you planning a company sales conference or association convention? If so, click here to inquire about scheduling our Selling Advertiser Annuities Workshop to help your salespeople capture more 52-week business.

You know that marketing dwells in the world of perceptions, and perceptions become entrenched as beliefs, and it’s almost impossible to change one’s beliefs…

So, why do you keep trying to persuade someone who doesn’t believe in radio, your format, your numbers or your audience to advertise with you?

Why not pursue the believers? The believers are those business owners who know, like, and listen to your station. There are 62 registered businesses for every 1,000 population in your trading area, and we estimate that 50 of those 62 per thousand hold the potential to become clients for radio advertising.

So, do the math… If you have an audience of 100,000 listeners, the odds are good that 5,000 of them could buy advertising from you! If you don’t have a strategy to reach and influence those 5,000 listeners who own businesses and who already believe in your station, you are missing a huge opportunity.

Trying to persuade a prospect that your station is somehow superior to their favorite station will never be as productive as finding and selling to those business owners who already listen to and believe in your station.

Click here to inquire about the tools we have at ENS Media to help you find and sell your believers.