Tag Archives: Creative

The Smartest Person You Know

Have you ever noticed that the smartest person you know, thinks just like you?

 

Think about that for a moment.  If someone’s thoughts were contrary to yours, it would take real effort on your part to communicate effectively with that person.

 

Do you want to be the most marketing-savvy person your clients encounter? Start by finding out how they think so you can align your ideas with their thoughts.

 

One way to do that is to learn who their mentors are, and who they believe is a good marketer. Then use quotes from that person to demonstrate how your proposal aligns with ‘the smartest person they know’.

 

For example, if you discover your prospect follows motivational speaker Tony Robins, you can quote Robbins in your radio presentation when he said, “We’re not in an information age, we’re in an entertainment age.”  Then go on to suggest a strategy of capturing their customers’ attention with radio as an entertainment media, and positioning the internet as an information media.

 

Or, if you know your client appreciates the teaching of Roy Williams, the Wizard of Ads, you might quote Roy in your presentation, “In marketing, you must choose between boredom, shouting, or seduction.” Then go on to suggest your creative idea is designed to seduce more customers into buying from your client.

Quoting people your clients respect to validate your proposals can make YOU the smartest marketer your client knows.

How to Sell More

In last week’s ENS on Sales we discussed the fact that you don’t have to represent the number one station to be number one in sales.

We used the example of Fucillo KIA in Cape Coral Florida who sells more than 1,000 cars a month, even though KIA is not the number one brand car in North America.

Many of our readers asked “How does he do it?”

Those of you who know me, know that I’m a big believer in having the right creative as the key to advertising success, so I would like to tell you that Fucillo KIA has great creative. But they don’t.

Most people in Cape Coral will tell you they hate Fucillo KIA’s commercials. Therein lies part of the secret of his success. I said ‘most people’ because he advertises so heavily that virtually everyone in the market is aware of Fucillo KIA, where it is, and what they sell… Top-of-Mind awareness.

In a field as competitive as automotive sales, with tons of dealer ads, it’s almost impossible to come up with creative that stands out from the crowd. So, much to my chagrin, Fucillo’s two-part success formula is a formula any car dealer can benefit from:

1.)     Share of Voice, equals share of mind, which equals share of market. Fucillo’s commercials are, in my opinion, annoying, but there is no disputing that out-shouting the competition works. It would be virtually impossible to be in the Cape for a week and not have heard a Fucillo ad.

2.)    Consistent creative. Fucillo squeezes the word ‘huge’ into every spot… even when it doesn’t make sense. So much so, that if you use the word ‘huge’ in a sentence while in Cape Coral, someone will inevitably make a Fucillo KIA joke.

Your car dealers need to be told about the role of radio in creating share of mind and share of market.

P.S. Click here to arrange an online overview of how our local TOMA (Top-of-Mind Awareness) surveys can help you sell radio’s role in the new media environment.

Stop Blaming New Media

What’s New?

I’m hearing more and more stations grumbling about the loss of revenue as advertisers switch to new media.
But maybe it’s not new media to blame…. maybe it’s ‘old’ media.
Advertising, by nature, is supposed to be dynamic, exciting, fresh and even somewhat adventurous.
If you haven’t presented anything ‘new’ to your clients recently, perhaps your clients are just plain tired of same-old, same-old.
Look at each of your clients and ask yourself, “When was the last time the client was excited about something new I presented?”
New ideas?
New promotions?
New schedules?
New research?
New strategies?
New creative?
Maybe it’s time for you to ‘re-new’ your advertiser relationships. Sometimes we seek change for change’s sake, even if what we’re doing has been working.

 

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