Tag Archives: Clients
SEO vs SOM
Internet guru, Seth Godin, says, “The last click someone clicks on before they buy something isn’t the moment they made up their mind”.
With most purchases, the mind has been compressing logical information and the heart has been building an emotional connection with the business or product long before the purchase was about to be made.
So, who gets credit for creating the relationship between your listeners and your clients, and who gets credit for the sale?
Broadcast INSPIRES and the internet INFORMS. In today’s new media world, the way we shop has changed. Businesses and products that are marketed and advertised correctly use both mediums in tandem to make sure they have the best chance of being considered by the consumer.
Our TOMA research of over 160 markets and nearly 30,000 people suggests that 72.5% will click on a business name that they are familiar with. Only 4% will click on the name at the top of the page and 23.5% will click on both. An article in Search Engine Journal confirms this by stating that “nearly 70% of U.S consumers said they look for a ‘known retailer’ when deciding what search result to click on”. They go on to say, “Branding is our only hope for conducting better SEO”.
The conclusion is, SEO (Search Engine Optimization) does very little unless they have GREAT SOM (Share of Mind) or TOMA (Top of Mind Awareness).
While the digital mediums are used closer to the actual purchases to gather information, they may get most of the credit, but it’s the traditional media (radio/TV) that inspires the consumer and creates the emotional relationship.
Does your sales staff know how to position radio’s powerful role in the marketing or buying funnel?
The secret to creating more revenue for your stations is to train your team how to position the strategic role of intrusive radio advertising to create a pre-need pre-search preference for your advertisers in the minds of your listeners.
To learn how our ENS Media TOMA Surveys and Seminars can help train your sales team and educate your clients and prospects, click here and I’ll gladly give you more information.
The More They Know, The More They’ll Buy
The reason most business owners don’t like advertising is because they don’t understand advertising.
Do business owners understand the importance of having Top of Mind Awareness (TOMA) in their business category?
The more you educate your clients and prospects, not only are they more LIKELY to buy from you, but they will buy MORE from you!
If we are simply talking to clients about OUR stations, OUR ratings, and why advertising on the OUR stations is a good deal for them, they may buy, but chances are they will never buy as much from us as they can or should.
Educate them on the “How” and “Why” advertising works and watch your sales grow!
While the digital media world seems to receive all of the limelight today, our ENS Media Share of Mind Surveys and Seminars educate business owners on the important role that radio plays in creating Top of Mind Awareness, how important creating TOMA/brand awareness is in today’s competitive New Media world, and how radio works in conjunction with digital and social media in the buying process.
And…these Share of Mind Surveys and Seminars may be one of the best training and educational tools your sales team has ever seen!
To learn the top 12 ways your advertisers, and your sales team, can benefit from facilitating Share-of-Mind Surveys and Seminars in your market, click here.
The Powerful Point
7 Criteria to Effective Advertising
Hopefully, over these past 4 weeks, you now have a better understanding of how to use and explain the 7 criteria to clients and help them better understand how important each is to advertising.
In the first issue of this series, it mentioned we use this piece to make two specific points; One is to explain to clients how to get a better return on their advertising investment, and two is how to use it to build trust with your prospects and clients.
I also stated that I would share a powerful point that is intended to position the media rep and/or your stations in a very positive light. That is what we are covering today and how we will conclude this series.
At some point during the CNA or one of the first meetings with a client, the conversation will lead to a point where you can bring up the 7 criteria. When it does, we suggest you either pull out a prepared “7 Criteria to Effective Advertising” form on your station letterhead or simply write the 7 criteria on a sheet of paper or a restaurant napkin.
After writing this out and going over each of the criteria is when you make your powerful point, by saying…
“Mr./Mrs. Client, actually, the most important criteria is #6”. (Draw an arrow from #6 Media Rep up above the #1 position and write “#1 Media Rep!”)
Continue by saying…
“If you find a media rep or media group that understands criteria #1 through #6; how to create Strategy, how to create and write effective messages/ads, how to use your advertising budget to dominate, and the importance of Consistency and Frequency… If you have someone that ‘gets this’, then the medium or the station that you choose really doesn’t matter. If you follow these criteria, your advertising will be way more effective. Mr./Mrs. Client, I understand how to do this, and I can help you get a better return on your advertising dollars”.
You have just established yourself as something different than the average media rep who talks about their stations, their media, and their ratings, and you’ve also taken rates and ratings out of the equation.
I hope that you have found the 7 Criteria for Effective Advertising useful. If you have any comments or questions, simply send me an email or give me a call.
If you would like to receive the one-page form of the “7 Criteria for Effective Advertising”, click here and we will be happy to send it to you. You can use it on ENS Media’s letterhead or feel free to transfer it to your station’s letterhead to use in your sales calls and presentations.