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New Media Mix

The New Media Mix

          Some of you may have read my article in Broadcast Dialogue or Radio Ink about how disappointed I was with the demise of the Radio Marketing Bureau in Canada.
        I’m equally disappointed that broadcasters, radio and TV, have let themselves be labeled as ‘old’ or ‘traditional’ media in an era when no one wants to buy anything branded as ‘old’.
          The advertiser seminars we run have successfully persuaded local advertisers that this is the electronic age; an age where the most powerful media mix includes anything electronic, specifically radio, TV, mobile, web, email and social media.
          Positioning any media that cuts down trees and has huge production and delivery costs as ‘old’ has won tons of new business for our host broadcasters.
          We need to work together as an industry to educate more local advertisers about broadcasts’ fit in the new media landscape. Here are some excerpts from a letter written by Radio Ink publisher Eric Rhoads;  
           
I’m going to ask you to do something that may make you uncomfortable.
In fact, most of you will get the hair up on your back, or send e-mails telling me why I’m an idiot for what I’m about to suggest. Sadly, only 2 percent of you will take my suggestion, and the other 98 percent will find fault with it. The good news is that the 2 percent will gain favor with advertisers.
The indirect nature of this strategy may make you uncomfortable, but I ask you to keep an open mind, because it is a huge opportunity for radio.
What I am about to share must be carried out very delicately and with perfect finesse:
1. Work with the market manager of every radio station in your town and invite them to a meeting ASAP.
2. All stations in town will be given an opportunity to participate in a local advertiser even. All stations must agree to participate equally, even though some may have more stations and some will want more credit.
3. Invite every business in town to a four-hour conference with experts, and advice on boosting business. It will NOT be about radio or individual stations.
4. Do not pitch radio. Do not allow your salespeople to pitch radio, or to even push for appointments. The ONLY exposure should be brief introductions to the local managers and a pamphlet that you will create called Strategies for Small Business. Highlighting radio’s strengths, it can have ads for stations and listings for all participating stations in the back.
Why You Should Do This
It’s the right thing to do. If broadcast becomes known for helping local businesses without asking anything in return, we will improve our image in the eyes of local businesses.
Why You Should Not Do This Alone
Lift the tide for all. Every station will benefit, and you’ll have 10 times more businesses present than if you held a single-station event.
Eric Rhoads
Publisher
RADIO INK
I have a great deal of respect for Eric and his expertise and sincerity. In his complete letter, Eric listed ten steps to working together which we have incorporated into our New Media Mix in The New Economy advertiser seminar.
Eric began this piece suggesting that this program must be carried out very delicately and with perfect finesse.Our program does exactly that, working with local broadcasters with our invitation, sponsorship, promotional and agenda templates to create a powerful unified event.
FREE! Click here to arrange an online demo of how working together can drive more business for all.
Bonus; What Eric didn’t mention is the cost savings when you work together to promote our industry versus bearing the costs of speakers, venues, refreshments and other seminar investments on your own. 

Who is Influencing Your Clients?

Who is Influencing Your Clients?

 
          There is an old joke that says, “Those who can do it, do it; those who can’t do it, teach it.” Having become a management and sales trainer myself, I’ve never taken that joke personally, firm in the knowledge that I have sold and managed successfully for more than 35 years before becoming a consultant/trainer.
          By the way, ‘experience’ and ‘success’ are not synonymous terms. Many people with twenty years experience really only have one year’s experience twenty times, and some have no successes under their belts other than keeping their jobs.
          But many self-described ‘experts’ today have little if any experience, and even fewer have had any successes in what they teach! So those who couldn’t do, find it easy to resort to teaching with the magic of the internet.
          Anyone can start a blog, an e-letter or build a network online with no credentials. Why am I telling you this? Is it a slam at some of my competitors?
Is it to brag about my own successes? Or was I duped by one of these online gurus? None of the above.    
          I’m telling you because you need to be aware of the unqualified ‘experts’ who might be steering or influencing your prospects and clients! Do a search yourself some time and you’ll be shocked at the long list of guru’s who knock advertising or don’t even include radio as a contender in their alleged analysis of the pros and cons of various media.
          We’re in the information age, but a lot of what’s spread as information is actually misinformation!
          If one of your clients or prospects has become a disciple of one of these frauds, you’re going to have a tough time persuading them about your rightful place in their marketing plans.
          What can you do about it?
1.) Ask your clients and prospects if there is a particular blog or marketing guru they follow, then learn what these experts are preaching. If their teachings are false, tactfully expose them, and if they make sense, show how what you are offering is a perfect fit with their teachings.
2.) If your client is interested in broadening their marketing knowledge, suggest blogs like our SoundADvice or Roy Williams’ Monday Morning Memo. You can also recommend books and gurus that do justice to your medium.
3.) Become an expert yourself…not just at selling what you sell, but at understanding and helping your clients’ success. You can only become an effective ‘teacher’ by becoming an avid student.
And after all, selling is merely teaching; teaching your prospects how and why you offer the best solutions.

Long Copy/Short Copy Debate

The Long-copy/Short-copy Debate

 
          There has been a long standing debate in the advertising and marketing communications community over which works better, long and detailed copy or copy that’s short and to the point.
          In the new electronic media age, the debate is ending. Both sides of the old debate had merit, and now you can have both in your media mix.
          Strategically, it makes perfect sense to have short, attention-compelling copy in your advertiser commercials to capture attention and create an awareness and preference for their products.
          At the same time, you can direct prospects craving more information and details to your website where you may indulge in longer copy and pictures.
          The perfect media mix in the new electronic media age, captures the best of both worlds; on-air to arouse interest and desire, and online for all of the facts and details.
          Broadcast inspires and internet informs.
          This is just part of the exciting new media story we can tell your prospects when you host our “Winning in the New Media Economy” advertiser seminar. We still have openings in out 2011 schedule
          Click here to arrange an online demo to learn how this seminar will convert local print and Yellow Pages advertisers to use more radio and TV in their Media mix. 

Best You Can Be

Being the Best That You Can Be

I can’t read statistics without smiling.
I once scanned the websites of four different health-related charities like the Cancer Society and the Diabetes Association.  Each claimed the disease they were trying to cure was the number one cause of death.  When I added up the percentages of their claims, these four diseases alone caused more than 600% of deaths.  (I guess no one falls victim to accidents, natural causes or the other ailments I didn’t scan) 
The point is, everyone has research which ‘proves’ they are number one at something.
I recently read statistics from the Ad Specialty Institute (the promotional product people’s equivalent to our RAB or TVB) that claimed, among other things:
– Promotional products generate a cost-per-thousand impressionof $0.004   compared to $0.033 for magazines and $0.019 for TV
– 84% of consumers remember advertisers based upon a free ad specialty product they received.
– 62% of those surveyed have done business with an advertiser after receiving a promotional product.
The study contained many more ‘statistics’ about the power of promotional products, but I think you get the point.
According to a study conducted by my company, ENS Media Inc., the average independent business owner is approached by 16 vendors like you, every week claiming to be the most cost-effective way to increase their sales.
Sales people in fields from promotional products to newspaper, customer relations management software to coupon envelopes, from signage companies to yellow pages, and from billboards to sales trainers are showing your prospects statistics which ‘prove’ their products are the best choice to increase sales.
To varying degrees, each alternative your clients have to choose from, really could be their best choice.  But they can’t afford to buy all 16 every week!
SO, here is the question. Which companies win amidst all of these claims and statistics?
The answer is unequivocally, ‘the companies with most convincing sales people!’
The media companies which employ the most credible, consistent and convincing sales practices are those which take the confusion out of media buying and make the advertisers’ decisions easy.
Are your salespeople the most credible, consistent and convincing in your market? Could they be even better?
 
P.S. If your answer is ‘no’ or ‘I’m not sure’ let’s talk about how we might be able to help. There is always room for improvement.  
 

Beware of Futurists

Beware of Futurists

 
          I love attending conventions which feature futurists as keynote speakers. They are always entertaining, thought-provoking and even exhilarating when you consider the possibilities they espouse.
          But they’re seldom right!
          In the late seventies I attended a cable convention at which a futurist predicted grocery stores would disappear within ten years. He talked about the technology which already existed to shop virtually on your TV, strolling the aisles from the comfort of your living room, placing your order with the click of a button and having it delivered to your doorstep within the hour.
          It was an exciting presentation to say the least. But alas, the last time I checked, people are still going to the grocery store 30 years after that prediction. 
          I once attended a seminar where I purchased a tape of Faith Popcorn (what a great promotional name!), making predictions about the future. It was exciting stuff, so I put that tape in a time capsule at my home and listened to itten years later. When I opened my capsule, I discovered that less than 5% of her predictions had become reality.
          I have since done the same thing with a number of futurists…..reviewed their material years after their predictions, and none of them ever beat Faith’s record of 5% success.
          But I still love to hear these fantasies, and I encourage anyone who has the opportunity to attend a futurist’s presentation to do so. It’s a great opportunity to take your focus off of the problems of the past and consider the possibilities of the future.
          Just remember that market acceptance of technology does not keep pace with technology. The first FM radio license was granted in 1937, yet 35 years later, less than 25% of the cars on the road had an FM radio.
          And it wasn’t that long ago that people who claimed to predict the future were burned at the stake as witches.

          Technology is being accepted much more rapidly with each ensuing decade, but the futurists’ predictions seldom reflect reality. Knowing this, I still encourage you to consider their theories as a way of broadening your horizons and opening your mind to new ways of doing things. Just don’t rely on their predictions as the foundation for your business plan.