Every day we ask our clients to promote and market themselves. Are you marketing yourselves? The most successful stations we work with are visible everywhere in their communities, in pursuit of audience. But I’m convinced their high visibility does even more for their revenues than it does for their ratings!
Prospects who don’t listen to your station can get the impression that everyone else in town does listen to you when your vehicles, banners, sponsorships and staff are seen at every community event they attend.
With all of your competitors claiming to be “number one”, most business decision-makers don’t believe ratings. On the other hand, they do believe their own eyes and have confidence in your popularity when they perceive they see you everywhere.
Retailers claim the key to success is location, location, location. Are your station vehicles tucked away overnight in an employee’s driveway or hidden behind your station, or do you have a plan to keep them out, moving and visible?
Do your personalities pull a shift then hide in their cocoons the rest of the day, or are they out and about, clearly identifying themselves as your stars with their attire and vehicles?
By the way, radio advertising works too! The easiest person to sell is someone who listens to your station….you don’t have to convince them someone listens, they know firsthand. Do you run creative, relevant, thought-provoking commercials to attract new advertisers?
Our business is no different than our clients’ businesses. Advertising is the first link in a marketing program, but advertising only “attracts” audience and sponsors. It’s what comes over your speakers and what we do to create value for our advertisers AFTER the sale that will determine your long-term success.
Our radio e-marketing system, called SoundADvice, can help brand and advertise your reps and stations by providing useful marketing tips to your clients and prospects each week. It can be the most cost-effective advertising you can buy. Contact Rick to learn more.
Everyone is trying to grow their business. Well, almost everyone. Occasionally, we run into that business owner that says, “I don’t want to get any bigger”. While they may have legitimate reasons, the old saying still holds true, “If you aren’t growing, you’re dying”.
In our industry, we are expected to grow, and the emphasis is usually on selling more advertising than you did last year. Regardless of the industry, the 3 ways to grow your business remains true.
Here are the 3 ways to grow your business:
1) Sell more of what you are currently selling
2) Increase the price/rate on what you are currently selling
3) Offer additional products/services to what you are currently selling