Remember when your prospects agreed with the emotional power of the human voice, music and sound, but insisted they needed print for pictures in their advertising and to laundry-list details and features? Of course we told them about the intrusive nature of radio and better pictures via ‘the theatre of the mind’, but not everyone bought in and they still insisted they needed longer copy than we could accommodate in a 30 second commercial.
Well those days are gone. Thanks to the internet and your website, radio now has pictures and lots of room for more details and copy! And those pictures do not have the high production, printing and delivery costs of print (remember when advertisers paid extra for color in their pictures?). Color is free on your website, and those pictures can move, just like on TV!
Using the ENS Media strategy of ‘broadcast inspires, internet informs’, stations are increasing their sales and advertisers are achieving greater results.
We say, ‘broadcast’ because admittedly, radio’s TV brothers and sisters also inspire because they have the emotional power of sound as well, and frankly, it’s just not credible to suggest that radio is the only intrusive or emotional media.
TV is NOT radio’s enemy, nor vice versa. Print, including glossy brochures, colored flyers, Yellow Pages, coupon envelopes, newspaper ads, catalogues and more, still collectively capture the lion’s share of local ad budgets, even though it’s the electronic age.
In the electronic age, local advertisers can be much more successful dropping dated print in favor of a broadcast/internet combo. When you sell your clients on an integrated multi-media campaign (broadcast and digital), you can scoop those print dollars, and your clients will get better results!
Our Winning in the New Media Economy advertiser seminars are helping stations across the continent to convert local advertisers from print to TV or radio everyday. Click here if you would like to arrange an appointment to discuss how to bring us to your market to tell your clients and prospects the "broadcast inspires, internet informs" story.
