Monthly Archives: September 2021


How do you get advertisers to invest more money with you or renew with a rate increase, and how do you get that hard-to-sell prospect to consider adding your station? 
It’s really simple – just come up with an IDEA and present it! Every day, business owners and managers drive to and from work thinking, “How can I grow my business?” 
They’re looking for IDEAS; small ideas, medium ideas, and BIG IDEAS. Ideas that make sense for their business. The bigger and better the idea, the more they will invest.
If we are asking for more dollars (increased frequency) or asking for a rate increase (just because it’s renewal time), your chances for pushback and resistance are greatly increased. However, with a well-thought-out “IDEA”, you’ll increase your chances tenfold.
Your IDEAS can be a campaign ad strategy, a musical image, an audio signature, a promotion or event promoting a specific product or area of their business, or a new positioning statement or slogan. It can be anything that benefits THEM, and not you or your radio station. Your summer car giveaway might be your station’s biggest promotion of the year, but it must be presented from the advertisers’ perspective to increase your chances of selling them.
We suggest you view every proposal before it goes out the door to ensure it has a customer-focused “IDEA”. Selling “radio” can be challenging; selling ideas is easier, and selling BIG IDEAS… easier yet! After all, all business owners want are IDEAS on “How to GROW their business”.
Stop selling radio and start selling ideas!
If you’re looking to GROW your business in 2022 and beyond, click here to arrange an online overview. We can help grow your revenue, and help train and brand your stations and your account executives as professional marketing consultants.
There’s never any pressure. If you decide it’s not for you, we’ll just call it a good conversation. I’ll bet we’ll both learn something and will have made a new friend!

The Name is the Game!

Do you have an advertiser who is infatuated with their digital “expert” or agency?
Here is a question you can suggest they ask their digital consultant or advisor, “What is the most common word internet searchers use to find your business?”
If they’re honest, the answer won’t be a keyword or other SEO tactic. They’ll have to admit that the most common word used for consumers to find them through search is their name or their business name.             
Digital experts, at least honest digital experts, will tell you that 70% of people doing an online search will click on a name they are familiar with. Only 7% will click on the biggest or first ad they see, and 23% will click on both.
Your business name IS the most powerful tool they have when it comes to SEO!
You can bet that until they were asked, they did not tell your advertisers about the role of branding & creating pre-search name awareness in driving more online traffic.
There is no substitute for name recognition when consumers search for a business online. And there is no disputing the intrusive power of broadcast advertising in creating top-of-mind awareness and name recognition.
Digital and Social are big, no question about it, but they cannot create TOMA (Top-of-Mind Awareness) like intrusive broadcast media.
That’s not to say there is no value to some of the online tactics implemented to capture more leads. But if the advertiser’s marketing has been effective, nothing will trump name recognition and nothing builds name recognition like RADIO!
Our local TOMA (Top-of-Mind Awareness) Surveys consistently validate the power of broadcast advertising to create top-of-mind awareness and drive more online traffic, leads, and sales.  
Click here to arrange an online meeting to discuss how conducting a TOMA study in your market will increase your local revenues.