That’s a silly question, right? Sure Radio works, but do your media reps believe it works?
If we’re being honest with ourselves, you know that your reps sometimes question its strength. After all, many people, like their clients, have told them repeatedly that Radio doesn’t work. They’ve heard the infamous words, “I tried Radio once and it didn’t work”. If they read media and marketing trade magazines, they have certainly read about the demise of Radio.
Because you’re a subscriber to ENS on Sales and are reading this, I’m confident you are a believer and you know that Radio does work, because we have seen it work, hundreds, even thousands of times.
It’s paramount that we continually preach to our sales team about the strengths of Radio and how to present it to their clients. Never take for granted that they 100% believe in the power of Radio. Continue to sing its praises and give them ammunition to prove the point. Give them articles, statistics, and testimonials. We suggest you read Radio Ink every Monday Morning for their “Advertiser Success Story/Testimonial” and for that matter, read Monday Morning Memo (Roy Williams) every Monday morning, both are great to share with your sales team.
The moral of today’s message is Radio works, but only if it’s executed correctly from beginning to end. For it to work, the reps need to believe in Radio and understand how to make Radio work. As managers, it’s our job to coach, teach, train and motivate. It’s a never-ending task.
When done correctly, Radio creates MAGIC, it moves mountains, makes cash registers ring, makes business owners rich, and gives radio media reps CONFIDENCE and BELIEF in our product and medium!
Happy Training!
The radio station marketing model is unique in that we serve three distinctly different target customers. Most other businesses only target those who can spend money with them.
But in radio, we have three target groups that affect that “spend” and we need a strategic marketing plan for each of those target customers.
One, of course, is our audience. Most stations do have promotional and marketing plans to attract and maintain audiences.
Our second target group is our paying customers…our advertisers. Most stations are fairly effective at reaching and influencing this group as well.
It is important to calculate the per capita value of each of your target customers. If a station has annual revenue of $2 million with a listening audience of 50,000 people, then each listener is worth $40. Using that same revenue base and a total of 250 advertisers, each advertiser is worth an average of $8,000.
But it is our third target that is by far the most valuable per capita and yet we often have no marketing plan to attract, motivate, and keep these customers.
The third target is our internal customers; our staffs. If that same $2 million station has a staff of 20 who sell, create, administer and invoice the $2 million in revenue, then each staff member is worth an average of $100,000.
When the lights go off, your biggest assets go home!
Do you have a marketing budget and plan to attract and create customer satisfaction for your most valuable customers…your internal customers?
