Imagine you own a local business, and you have a salesperson who has developed great customer relationships and helped to build your business.
Then picture what you would do if another salesperson offered to join your company and bring with them their great customer relationships and database.
Would you terminate your current sales person in favor of hiring the new sales person, or would you increase your sales even more by keeping both salespeople?
I think the answer is a no-brainer. We know more feet on the street equals more sales and why would you sacrifice one sales source to attract another? You would invariably have both salespeople go to work for you.
Advertising is merely multiplied salesmanship, permitting advertisers to make more ‘sales calls’ and reach more people than their salespeople alone can reach on a regular basis. But almost on a daily basis we’re hearing from radio salespeople who tell us some of their clients are abandoning their radio campaigns in favour of social media.
Even more ludicrous, we’re hearing that some advertisers say they don’t notice a drop off in business when they abandon their radio audiences.
If they terminated one of their salespeople who had a loyal following, they wouldn’t notice an immediate drop in sales either. Depending upon their product and sales cycle it could take months, or even years, before the marketplace learned where that sales person went or that they had left.
The effect of having two media working in tandem can be even more powerful than having two salespeople because there may not be synergies between salespeople, but there are huge synergies between media.
Greek philosopher Aristotle identified the power of synergies when he said, “The whole is greater than the sum of the parts.” The impact of a multimedia campaign, like radio and social media, is certainly greater than the impact of one media alone.
And unfortunately for advertisers who abandon tried and proven radio, there is another force at work in advertising called momentum. The momentum they built with radio doesn’t quit the moment they leave radio, but by the time they realise they’re losing momentum it may be too late, or very expensive, to regain it.
Our Local Share-of-Mind Surveys are proving the power of radio in markets across North America and are helping radio sales executives to increase their local-direct sales.
To learn how we can help increase your sales contact [email protected]