Monthly Archives: July 2018

An Ounce of Prevention

So one of your biggest accounts has just announced they intend to cut some of their traditional media in favor of digital. They currently use outdoor, radio, newspaper and TV in their traditional media portfolio. How much time and effort will you invest to present your stations to avoid becoming one of the victims of the pending cuts?

Allow me to share a hidden truth in pending cuts… long before that cut-back announcement was made, the client was already forming hard to change perceptions on which media they should cut.

“Preventive maintenance” is always more effective, and less costly, than “damage control”.

Do you have a preventive maintenance program or does all of your energy go into making the sale, looking for new business, and damage control?

A well-planned system of regularly thanking your customers, a continuous education system like our SoundADvice highlighting broadcasts’ relevance, and regular post-campaign analysis and wrap up reports can put you in the driver’s seat when advertisers hungry for change begin to wield their cut-back knives.

If you’re surprised by a cancellation or cutback, it’s probably because you didn’t have a preventive maintenance program.

The Secret to More 52-Week Business!

Many of the stations we consult are surprised when they discover the number one reason advertisers don’t often schedule 52-week or 12-month campaigns.

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.

Here is a countdown of the top four reasons!

Reason #4: They believe their business to be seasonal and want to invest their budget only during peak sales periods.

Reason #3: Because they’re not sure what their inventory levels will be, or what they’ll have to sell, ten or eleven months from now.

Reason #2: (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.

The #1 reason why businesses don’t schedule 52-week or 12-month campaigns 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.

Ask and you just might receive!

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.

Opportunity is Knocking!

Are you willing to open the door and see what’s on the other side? If so, follow the two easy steps at the end of this post.

At ENS Media, we work with broadcast companies across the US and Canada and have several markets that are looking for salespeople, sales managers and even general managers. These are located in small and medium-sized markets.

If you or someone you know is looking for a new challenge or looking to move upward and even onward to another market, please forward your complete resume to [email protected].

All resumes are held in the strictest confidence and never presented or discussed with any of our clients without your advanced permission.

                                 Knock – Knock – Knock!  Interested?

Step 1: Send your resume to [email protected].

Step 2: We will reach out to you and discuss each of the opportunities. Then, you can determine if you would like us to present your resume to the available markets and if so, which ones.

Come on in! We look forward to receiving your resume!