Monthly Archives: November 2019

Write ’em Down

It’s that time of year. Time for setting budgets and goals for 2020.

Let’s start with the difference between budgets and goals. Budgets are what you think you will do for sales in 2020. Goals are what you want. There’s a huge difference between what you think and what you want!

The budgeting process is fairly easy. You did this much last year, and you plan on or think you can do this much next year. OK, there’s a little more to it than that, but in a nutshell, that is budgeting.

Goal setting should be much more in-depth on a professional AND personal level.

Setting goals is the time when you reflect on what you accomplished last year and what you want to accomplish next year. Goals are more than just your sales and money. Equally important, or even more so, goals should be about what you want and how you will grow professionally, and what you want personally for yourself and your family.

Goals are the fuel for your fire!

While statistics vary, most professionals agree that by committing your goals to paper, you increase your chances of reaching them by 42%.

Here are some things to include in your goal-setting process:

·      List 5 new clients you want to have on the air by July 1st (the number of accounts/clients can vary)

·      List 10 clients that you want to increase in 2020 by July 1st

·      List 10 clients that you want to add/upsell, i.e. add a station, add digital, add streaming, etc.

·      List 5 things you accomplished in 2019 that you are most proud of

·      List 5 areas of the sales process you need to improve on in 2020, i.e. prospecting, upselling, CNAs, etc.

·      List 5 things you will do to help improve yourself, i.e. read books, attend seminars, be more organized, become healthier, affirmations, etc.

·      List 5 things you want to accomplish for your family in 2020, i.e. new home, car, vacation, savings account, reduce debt, motorcycle, healthier lifestyle, etc.

By consciously thinking about what you want to achieve and then writing it down, you will be on the path to achieving your goals.

Many people have been quoted as saying, “Goals not written down are just dreams”. While there is nothing wrong with dreaming, you’re much more likely to fulfill your goals than you are your dreams!

What do YOU want in 2020? Write ’em down!!

Prepare for Battle – Support Your Local Retailers

I can hear it now, the battle cry inside the walls of Amazon, Wayfair, and all the other e-commerce companies sounds something like this, “Let’s take another BRICK out of the Brick N Mortars”.

What’s up for grabs this holiday shopping season? $1,000,000,000,000 – That’s ONE TRILLION DOLLARS!

The e-commerce companies are licking their chops. With six fewer shopping days this year, they are looking to make an even bigger impact than in previous years.

If you are in charge of the inventory at your radio or TV station, you have a choice. You can ignore it and let the e-commerce companies whittle away at your lifeblood (Local Direct Clients), or you can stand up and fight for them. It’s not just the retail business owners you are supporting, it’s your local communities, it’s citizens, and all the other non-retail businesses you’re fighting for.

Why fight back against Amazon and the e-commerce enterprises? It’s simple! In most cases, they don’t support your communities. They pay little to no taxes; they don’t sponsor the local clubs, ball teams, non-profits or local events; they provide zero employment, and they hurt your retail businesses. If that’s not enough reason, I don’t know what would be.

We’ll even make it easy for you. We have written two new radio scripts that promote your listeners to buy local this holiday season. One can run for the entire shopping season and the other is to promote “Small Business Saturday” (Nov 30th).

If you would like a free copy of these scripts, simply click here and request.

Your local business owners will think you are a hero for airing these messages and if they aren’t already, they may be more apt to advertise with you in the future. It’s called Psychological Reciprocation!

You have a choice – I hope you choose to “Stand Up and Fight” for your local retailers and communities!

The Game of Search and Click

We have all had clients tell us they “surveyed” their customers about how they found them. In today’s New Media World, digital tends to garner the majority of the credit.

To a degree, this is a justified response. After all, in many cases, digital was the last medium the customer may have used. But, WHY did they click on the chosen business name?

When you receive this reply from your client, ask them to look at their google analytics and see what “words” are most often used to search their business. Without fail, the #1 word(s) used to search for their business will be the NAME of their business. This is despite all the fancy and creative keywords or SEO tactics they may have paid for.

ENS Media’s TOMA surveys prove that people will click on a name they are familiar with 72% of the time, even when it’s lower on the page. This is compared to clicking on an unfamiliar name at the top of the page only 4% of the time. Search Engine Journal confirmed this in their study stating, “nearly 70 percent of U.S. consumers said they look for a ‘known retailer’ when deciding what search results to click on”. They also stated, “Branding is our only hope for conducting better SEO”.

No advertising can brand a business name better than Radio.

Being known before being needed is paramount in the game of “Search and Click”. In today’s New Media World, TOMA is more important than ever!

The ENS Media local TOMA surveys prove to business owners that intrusive broadcast advertising is the best way to create pre-search name awareness.

Our TOMA surveys and seminars also uncover hundreds of new prospects, and train media reps six simple ways to use TOMA as a powerful radio sales tool.

Click here to arrange a free online demo of our TOMA research training system.