Traditionally, intrusive media, like radio and TV, have been particularly good at creating awareness, building brands and driving traffic.
Passive media like brochures, magazines and newspapers, on the other hand, have been used to provide the details, features, prices lists and other data consumers looked for when making their purchase decisions after the awareness was created.
The problem has been, the printing and distribution costs of these passive media have been huge. These costs cut into budgets that could have gone to us, the intrusive media folks.
Well thanks to websites, those days are ending.
The internet is the new passive media, providing all of the details, prices and information a consumer could want, with no printing costs and no distribution costs. The production costs for websites are about the same as for printed material but there is no postman, carrier or printer to pay, no trees to cut or data bases to maintain!
Hold onto your hats! As budgets are freed up from old-media printing and distribution costs, we will be used more and more to create awareness and drive traffic to the new ‘free’ easy-access passive media…the internet and websites.
If you aren’t offering your clients links from your website to theirs, you should be. The more your clients use the internet, the less they’ll have to depend upon printing and distribution of old, more expensive, passive media.
And at a nominal charge of only $5 per week for 52 weeks for all of your clients to be on your station’s advertiser link directory, you will raise more than $100,000 to cover the cost of operating your site and maintaining the links.
We hope some of these ENS on Sales tips improve your sales. For other ENS Media consulting, training or revenue-development ideas contact [email protected] .