Tag Archives: Advertiser

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.

They “Indeed” Get It!

If you missed it, Radio INK’s Radio Headlines reported that the mammoth online job site Indeed was radio’s largest advertiser for the week of August 5^th.

Why does Indeed have so much faith in radio? I will suggest it’s for two reasons: 1) because it works and 2) because they have to. They have to? I’ll explain later.

Gallup, along with other polling companies, suggests that somewhere between 50-71% of the population would consider a new job if one was presented to them, and between 40-50% are actively searching for a new job or career.

Regardless of what part of the country you live in, if you ask a business owner today what the biggest challenge of running a business is, they will tell you, “finding good employees”.

Finding applicants isn’t necessarily the problem but finding “good applicants” can be! 10-plus years ago, this wasn’t the case. If you needed to add an employee, you simply ran a help-wanted ad in the classifieds and BOOM, you had more than enough qualified candidates. That quickly changed. Today, the classifieds are a ghost-town.

The current “go-to” source for employment is online job posting websites likeIndeed, ZipRecruiter, Monster, CareerBuilder, Glassdoor, and many others.

Do they work? They certainly work better than the classifieds. The problem with job boards is that they primarily reach people that are actively looking. They are the “job hoppers”, and one can assume not as desirable of a candidate.

Radio has several strengths when it comes to recruitment. One is that it reaches the “passive job seeker”, the person not actively looking but would consider a different opportunity if presented with one. Another is that radio reaches their “center of influence”; the husband, wife, mom, dad, brother, sister, friend, or co-worker that knows they are potentially looking for a different opportunity.

So why does Indeed “have to use radio”? “Have to” is probably too strong of a statement, but they need to in order to reach the more attractive “passive job seeker”.

There are several key elements to selling and creating successful recruitment advertising. The most important is that the ads must be compelling; they CANNOT sound like a typical help-wanted ad. If you would like to know all 4 Elements to Effective Recruitment Advertising, and, the one question that your sales team should be asking every client, email me at[email protected].

In 2020, ENS Media will be offering “Recruitment Advertising Seminars”. These seminars are designed to 1) Generate additional revenue for your stations 2) Help solve the #1 concern most business owners have today – you’ll be the hero 3) Educate your clients and prospects on how to attract and hire better candidates, and 4) Train your sales team on how to sell more recruitment advertising in the future. If you’d like more information on these Recruitment Seminars, email Rick, [email protected] or call 605-310-2062.

Video Might Be Strong, But…

“Video” has been the hot word for some time now. Research reveals that having video on a website makes it 53 times more likely to be found on Google.

Statistics like this can have local advertisers lining up to spend more money on videos, which often become dated very quickly, at the expense of radio advertising.

There are tons of tricks to increase your SEO, but the tricks change every day. Google changes it’s algorithms 500 to 600 times a year. Try keeping up with that!

There’s little doubt about the effectiveness of videos online. However, our TOMA surveys of more than 15,000 consumers reveal that consumers are 444 times more likely to view the website of a business they have heard of versus viewing the site of a business they have not heard of.

Nothing beats Brand Identity or Top of Mind Awareness. Brad Smith said in a recent Search Engine Journal article, “Branding is the only way to do it, and it’s the most viable SEO strategy on the market today”.

And while video might make a website 53 times more likely to be found on Google, our research and advertiser seminars validate Seth Godin’s claim that “It’s better to be sought than found” online.

Step one is to establish a pre-need awareness and preference for a business with proactive radio. Step two is to use video and other online tactics when consumers search reactive media in reaction to their need.

As Bob Hoffman put it, “Traditional Media (Radio and TV) create demand, and Passive/Reactive Media (Digital) fulfills demand”.

If the advertiser can only afford one, creating Top of Mind Awareness will win every time!

Let’s tell the proactive radio story and not let advertisers put the cart before the horse.

If you would like to learn how our TOMA Surveys and Seminars prove how radio drives search and can help you generate revenue, click here.

“Never Stop Learning – Get Better Every Day”

The Secret to More 52-Week Business!

Many of the stations we consult are surprised when they discover the number one reason advertisers don’t often schedule 52-week or 12-month campaigns.

So, what would you guess is the number one reason advertisers do not schedule 52-week campaigns? I’ll give you a hint. It’s not because they don’t have enough of a budget to advertise 52-weeks of the year.

Here is a countdown of the top four reasons!

Reason #4: They believe their business to be seasonal and want to invest their budget only during peak sales periods.

Reason #3: Because they’re not sure what their inventory levels will be, or what they’ll have to sell, ten or eleven months from now.

Reason #2: (this is often disgustingly true) because they believe radio stations will offer much better “deals” on sold inventory if they wait until the last minute to schedule each month.

The #1 reason why businesses don’t schedule 52-week or 12-month campaigns is … “we don’t ask them to”.

Advertisers tell us that most radio account executives have never shown them a 52-week plan or validated a solid benefit to booking 52-week schedules.

So, there you have it, the number one reason you don’t have more 52-week business is because you don’t ask for more 52-week business. It truly is that simple.

Ask and you just might receive!

Are you planning a company sales conference or association convention? If so, click here to inquire about scheduling our Selling Advertiser Annuities Workshop to help your salespeople capture more 52-week business.

Does Radio Work?

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!

If you missed it, Radio INK’s Radio Headlines reported that the mammoth online job site Indeed was radio’s largest advertiser for the week of August 5th.