Tag Archives: branding
The Story of Bob’s Tire Store
TOMA/Branding is still King!
Let’s pretend that you walked out to your vehicle this morning and noticed you had a flat tire! *$#*@!#&!! … And, it’s not just flat, it’s ruined!
If you’re like most people, your next step would be to go to the internet and search one of two things; 1) Tire stores in (your city) or 2) a specific name of a tire store you are familiar with, like Bob’s Tire Store.
Our ENS Media TOMA surveys, conducted in over 260 markets, continue to prove a couple things;
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Approximately 64-75% of people will click on a business they are FAMILIAR WITH before clicking on a business at the top of the page they are NOT FAMILIAR WITH (only 3%).
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Approximately 72% of people are very likely to use those businesses which come to mind first.
Internet marketing guru Seth Godin says, “It’s better to be sought than found”. In other words, if you’re Bob, you’re hoping that people search specifically for “Bob’s Tire Store”, but, if they search “tire stores in (your city)”, your hope is that people know you and have an emotional connection with you so you have a greater chance of getting their business. If not, the business is up for grabs. Kind of sounds like the old Yellow Pages, or as we refer to it, the “Directory of Ineffective Advertisers”.
The need to have a strong brand name, or TOMA, isn’t going away. In fact, as the internet, smart speakers, voice-activated searches and purchases become more popular, the need to have TOMA will become even more important. “Alexa, connect me with a tire store”, or “Alexa, call Bob’s Tire Store”.
Do you think the businesses you work with need to continue to build TOMA? Siri, Cortana, and Alexa think so!
If you would like to learn more about our TOMA Surveys and Seminars and how they can help grow your local direct revenue in 2019 and beyond, contact me or give me a call and let’s talk!
Your Most Valuable Radio Sales Lesson
This is a first! We don’t usually publish an ENS on Sales this time of year because of the low open rates during the holiday period. We’ve made an exception this week for two reasons:
1.) Roy Williams’ last Monday Morning Memo just before Christmas was so profound we wanted to bring it to your attention, and
2.) We’re assuming those who are picking up their emails during the holiday period are the industry’s movers and shakers.
So here is what Roy wrote in his final Monday Morning Memo just before Christmas:
“The thing that makes me look at the ground, shake my head and sigh is the dangerous myth of the Zero Moment of Truth. But then again, Google is the new Yellow Pages, so it shouldn’t surprise us that they’ve repackaged and renamed the old Yellow Pages scare tactic.
The fundamental premise of the Zero Moment of Truth is that the customer is going to go online when they’re ready to purchase what you sell.
I have no argument with that.
But the dangerous, underlying assumption is that all contenders are equal during the Zero Moment of Truth. But that simply isn’t true.
The company most likely to get the click, the call, and the sale is the company the customer has heard of and has good feelings about.
The tortoise patiently wins the hearts of the people long before the race is begun. He says he’s ‘bonding with tomorrow’s customers’.
‘Stupid tortoise,’ says the rabbit, ‘he still believes in branding.’
Have you heard how that race turned out?
‘Knowledge is power’ is another dangerous myth.
It doesn’t matter what you know.
What matters is what you do with what you know.
So what are you going to do?”
-Roy Williams, Monday Morning Memo, December 18, 2017
You know Roy’s words of wisdom are true, but what are you doing to prove it to your local advertisers?
Our local TOMA, Top-of-Mind Awareness, surveys prove what you know to be true, and they open new advertisers’ doors and minds every week.
Roy says, “I’ve long suggested that radio stations fund a TOMA study every two years. Few things are as valuable in the eyes of advertisers as these revealing market snapshots.”
Your local TOMA survey will:
1.) Prove your listeners prefer to click on the businesses they’ve heard of when they do their online search
2.) Prove the link between share of voice, share of mind and share of market
3.) Give your salespeople a powerful tool to capture new business appointments
But wait…there’s more! Click here to arrange an online demo of what our TOMA and SoundADvice radio e-marketing systems can do to increase your sales in the New Year.
Increase Your Sales in 2018
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Your Local TOMA Surveys will prove what you already know….Radio Works!
Special Offer Launch your local TOMA Research survey this year, if you act now with nothing to pay until next year! We have room for 4 more local market TOMA Surveys this year. As a special offer to four of our ENS on Sales readers, we can conduct your TOMA survey this year, so your team can hit the ground running with it in January 2018. Contact [email protected] to arrange an online overview of TOMA for your market. Roy Williams says; “I’ve long suggested that radio stations fund a TOMA study every two years. Few things are as valuable in the eyes of advertisers as these revealing market snapshots.” 12 Things Your Survey Can Tell You… While the digital media world seems to receive all the limelight today, The ENS Media TOMA Surveys are helping broadcasters across North America to capture increased local advertising revenues. Here are the top 12 benefits you and your advertisers will derive from these local surveys. 1. Your surveys will always prove that the best way to ensure consumers click on a business when they search online is to create a pre-need awareness and preference for the business with intrusive broadcast advertising. 2. It’s much more powerful to make an appointment to talk about your prospects’ ratings, and their competitor’s ratings, than trying to get an appointment to talk about your ratings. 3. If you have done Share-of-Mind or Top-of-Mind surveys in the past, your survey can prove that businesses that began using radio/TV after your last survey actually increased their Share-of-Mind score. 4. The most important findings will be uncovering ‘open’ categories. Categories with no strong Share-of-Mind leader are very easy, and very inexpensive, for new radio/TV advertisers to capture the dominant Share-of-Mind and Share-of-Market. 5. Mature categories are those categories where the market leader has more Share-of-Mind than number two and three combined. These categories create ‘niche’ opportunities for you to sell. For example, if furniture is a mature category in your market, you can help a furniture store compete against the generic category leader by choosing a niche to promote on your stations. The niche might be leather furniture, cheap financing, high-end decorating advice, patio furniture etc. 6. Your survey might reveal an advertiser needs to be more consistent in the way they express their name or brand, if their name is expressed several different ways in the survey. You’ll provide real value pointing this out to your prospects/clients and increase your sales as they begin to realize higher returns on their advertising investment. 7. If there is a mature category, where the leader is not a broadcast advertiser, it’s important to note they are vulnerable and are winning by default because they have no significant broadcast competitors. These are still open categories, in effect, because our surveys in more than 100 markets reveal that a category leader that wins by default can be overtaken by a competitor that begins using broadcast advertising. 8. You might have a good radio advertiser that does not fare well in your survey. The reason will generally be found in Roy Williams’ “Twelve Causes of Advertising Failure”, and isolating why their advertising isn’t effective can help you increase their advertising results and their advertising investment. 9. In most cases, if a generalist leads the category, and there is a relatively high ‘no answer’ score, the generalist has won by default and a specialist can quickly and efficiently become the category leader. For example, if Home Depot leads the windows and doors category, or the flooring category, advertisers who specialize in those categories, and use intrusive broadcast as a pillar of their promotion, can quickly capture Share-of-Mind and Share-of-Market. While the Home Depots of the world have to divide their budget to cover dozens of categories, a specialist can dedicate their entire budget to their category. 10. Your survey will also prove that the only SURE way to be found online is when prospects search for a business by name because many businesses have fierce online SEO competition for first-page positioning if consumers search the category generically. 11 Your Share-of-Mind survey will make that vital link between Share-of-Mind and Share-of-Market. Your survey will also prove that branding and Top-of-Mind awareness are not the sole domains of large national advertisers and that local businesses can capture top Share-of-Mind as well. 12. Your Share-of-Mind survey will prove that sellers of various minor players in search, like Yellow Pages or reach local, do not have the reach that they claim, and that Google is by far the only search engine businesses need to concern themselves with. The TOMA Selling System will help you sell more in 2018 and beyond. Contact [email protected] to arrange an online overview of what TOMA Research and Training can do for you. |
That’s Not Branding
Our TOMA (Top-of-Mind Awareness) Surveys consistently and convincingly prove radio’s effectiveness, but occasionally a ‘good’ radio advertiser does not fare well in the survey.
On those rare occasions, we dig deeper to help the advertiser create a campaign that works. We begin the process by capturing the local knowledge of the radio account executive.
Very often the account executive will say, “They bought our branding campaign.” When we ask about their ‘branding campaign’ they’ll usually say something like, “It’s six spots a day for 52 weeks.”
That’s not branding!
That may explain the reach and frequency of the advertiser’s message, but it’s the message itself that establishes the brand and the results. The good news is we can always find the reason an advertiser’s campaign did not help them capture TOMA (Top-of-Mind Awareness) and we’re doing them a huge service by focusing on a message that will achieve their objectives in the future.
We’re speaking at the RAB/NAB Radio Show in Austin next week. If you’re there, please introduce yourself. We welcome the opportunity to meet our ENS on Sales readers.