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This is a special edition of ENS on Sales.
If you haven’t already heard, this coming Tuesday and Wednesday is Amazon’s “Prime Day”. Prime Day is normally held in July, but because of COVID was postponed until October.
If you have been a reader of ENS on Sales over the past few years, you know our stance on Amazon and it’s Prime Day. Since I took over ENS Media and well before, I have preached every chance I get about the effects Amazon has on our local businesses and our cities, towns, and communities.
I know that not everyone will agree with this stance and you will choose to not participate in airing ads that oppose “Prime Day” and Amazon. We respect your choice but keep in mind, this isn’t so much an attack on Amazon as it is standing up for your local businesses and communities.
The goal of airing this ad is two-fold: One, if you can get a handful of people to stop buying on Amazon, it will in-turn help your local businesses and therefore help your communities. Two, it shows your clients and prospects that your station(s) are standing up and fighting for them. For many, you are fighting for their survival. They will LOVE you for doing this.
We hope that hundreds of you will choose to air this ad in support of those businesses that support you with their local ad dollars.
To request the script “Don’t Do It”, click here and we will send it to you immediately. Feel free to edit this script any way you see fit.
So that we can estimate how many stations are airing these, in your request, please note the number of markets and stations you will be airing these on.
In addition, if you have thoughts or comments on this topic, and if you receive any feedback from your clients, please share them by sending me an email at [email protected] or call me at (605) 310-2062.
We hope that you will “Do It”, and in return on October 13th & 14th, many of your listeners “Don’t Do It”!
Thank You for Supporting your Local Businesses and Communities!
I can hear it now, the battle cry inside the walls of Amazon, Wayfair, and all the other e-commerce companies sounds something like this, “Let’s take another BRICK out of the Brick N Mortars”.
What’s up for grabs this holiday shopping season? $1,000,000,000,000 – That’s ONE TRILLION DOLLARS!
The e-commerce companies are licking their chops. With six fewer shopping days this year, they are looking to make an even bigger impact than in previous years.
If you are in charge of the inventory at your radio or TV station, you have a choice. You can ignore it and let the e-commerce companies whittle away at your lifeblood (Local Direct Clients), or you can stand up and fight for them. It’s not just the retail business owners you are supporting, it’s your local communities, it’s citizens, and all the other non-retail businesses you’re fighting for.
Why fight back against Amazon and the e-commerce enterprises? It’s simple! In most cases, they don’t support your communities. They pay little to no taxes; they don’t sponsor the local clubs, ball teams, non-profits or local events; they provide zero employment, and they hurt your retail businesses. If that’s not enough reason, I don’t know what would be.
We’ll even make it easy for you. We have written two new radio scripts that promote your listeners to buy local this holiday season. One can run for the entire shopping season and the other is to promote “Small Business Saturday” (Nov 30th).
If you would like a free copy of these scripts, simply click here and request.
Your local business owners will think you are a hero for airing these messages and if they aren’t already, they may be more apt to advertise with you in the future. It’s called Psychological Reciprocation!
You have a choice – I hope you choose to “Stand Up and Fight” for your local retailers and communities!
If you ask nearly any retail business owner today who one of their biggest competitors is, you are likely to hear them say, Amazon!
While that may not be true for all retailers, the fact is Amazon’s cut into the retail pie has hurt many local retail business owners and ultimately hurt many local towns, communities, and cities.
Are you ready to stand up for your clients and your local business communities? If so, here is your opportunity!
Monday and Tuesday, July 15th & 16th, are Amazon’s “Prime Day”. Yes, it is two days this year and no, they are not calling it “Prime Days”. They are keeping it singular but are trying to take twice as much money… from your local clients!
Your clients would like to fight back by saying, “Don’t buy from an out-of-town, out-of-state, online e-commerce company”, but they can’t; that would be whining on their part. But YOU can do it for them!
If you are part of a media company and have input on how your inventory is used, I am suggesting that you run some ads, let me rephrase that, not SOME ads but a LOT of ads, suggesting to your listeners that they don’t participate in “Prime Day”. I can assure you, the local business owners will love you for doing it!
We have made it easy for you. I have written a radio script titled, “Amazon Prime Day – Shop Local ALWAYS”. This ad is similar to the “Small Business Friday” and “Buy Local” Christmas ads that over 70 markets requested this past November.
If you would like to stand up and fight for your retail clients and your communities, click here to request a FREE copy of this script.
(Out of loyalty and respect, this script will not be made available to markets where ENS Media currently has clients.)