We have all had clients tell us they “surveyed” their customers about how they found them. In today’s New Media World, digital tends to garner the majority of the credit.
To a degree, this is a justified response. After all, in many cases, digital was the last medium the customer may have used. But, WHY did they click on the chosen business name?
When you receive this reply from your client, ask them to look at their google analytics and see what “words” are most often used to search their business. Without fail, the #1 word(s) used to search for their business will be the NAME of their business. This is despite all the fancy and creative keywords or SEO tactics they may have paid for.
ENS Media’s TOMA surveys prove that people will click on a name they are familiar with 72% of the time, even when it’s lower on the page. This is compared to clicking on an unfamiliar name at the top of the page only 4% of the time. Search Engine Journal confirmed this in their study stating, “nearly 70 percent of U.S. consumers said they look for a ‘known retailer’ when deciding what search results to click on”. They also stated, “Branding is our only hope for conducting better SEO”.
No advertising can brand a business name better than Radio.
Being known before being needed is paramount in the game of “Search and Click”. In today’s New Media World, TOMA is more important than ever!
The ENS Media local TOMA surveys prove to business owners that intrusive broadcast advertising is the best way to create pre-search name awareness.
Our TOMA surveys and seminars also uncover hundreds of new prospects, and train media reps six simple ways to use TOMA as a powerful radio sales tool.
Click here to arrange a free online demo of our TOMA research training system.
Correction: In last week’s ENS on Sales titled, “If You Don’t Offer Digital or Social, Find Someone that Does”, we errored by leaving out two important words
We stated, “The 2019 Borrell and Associates Local Advertising Survey revealed some interesting results. The survey showed that 44% of businesses use radio advertising”. It should have read, “44% of businesses THAT ADVERTISE use radio”. We apologize for misquoting the 2019 Borrell and Associates Local Advertising Survey.
Opportunity: So, based on the Borrell and Associates Survey, where is the opportunity for radio?
If you’re an optimist and a true professional advertising rep, there are lots of opportunities!
The survey of advertisers in this study said they use, on average, 6.2 different types of advertising, and 44% said they were trying something new. Whether you offer radio-only, digital-only, or a combination of both, you can be that “something new”.
When it comes to how much money is allocated per medium, Radio ranked #3 only behind Broadcast TV and Cable TV.
With all the advertising options available today, business owners are as confused as ever. Ignoring, or worse yet bashing, digital and social media is not going to earn you the respect you want as a media rep. Be the media rep that brings solid ideas to your clients and prospects, and walks the digital talk or introduces them to someone who can. Doing what’s right even when it means placing budgets elsewhere will prove that you’re the right person to work with. Ultimately, you will garner the majority of the budget!
If you’re a pessimist and continue to do what you’re doing, 2020 could be a long and hard year!
Be an optimist, and do what’s right! What Roy H. Williams,The Wizard of Ads, says about advertising is also true when it comes to media rep and client relationships, “Win the heart, and the mind will follow”.
ENS Media works with small and medium-sized markets to help them and their media reps build stronger and more profitable relationships with their clients. If you are interested in creating a more professional sales team to handle the New Media World, contact us and let’s talk.
We used to say, “Control the creative and you’ll control the budget”. Times have changed and while we still place huge importance on controlling the message, today, controlling or at minimum having a say in the digital is extremely important.
But we are radio reps and not digital/social reps, right?
You don’t have to be an expert in digital and social media to be involved in the process. In fact, trying to be a jack-of-all-trades isn’t necessarily the answer, especially in the fast-paced, ever-changing, world of digital, where even the digital experts have to hustle to keep on top of the game.
The 2019 Borrell and Associates Local Advertising Survey revealed some interesting results. The survey showed that 44% of businesses that advertise use radio advertising. It also found that 61.9% purchased paid social media advertising, and 45.4% executed search engine marketing. More importantly, when they asked business owners where they planned to increase their budgets, 8 of the top 10 advertising platforms were in the digital and social arena.
It also found that 81% of businesses are buying both digital and non-digital advertising campaigns. Here’s the real kicker; of those surveyed that use radio, only 38% said their local rep offered an online component and they purchased it, and 21% said online was offered but they didn’t buy! If my math serves me correctly, this means 41% of radio reps are not presenting digital or social.
Is this a problem or an opportunity?
Instead of trying to fight to keep your share of your budget, be the media rep that invites digital and social to the table. Business owners want creative ideas, honest opinions, and suggestions. They don’t want to be pitched. Be the media rep that controls the process and has your client’s best interest at heart, and you’ll control the budget.
If you’re an expert, great, but if you’re not, find someone that is and work together as a team.
Today the slang is, “Control the digital and you’ll control the budget”. Instead, we suggest you…“Control the process and you’ll control the budget”.
At ENS Media, we help train media teams on how to use radio and digital together to create better results for your clients and more revenue for your stations.
Contact me at [email protected] to visit more about how I can help you and your team.
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.
Our local TOMA Surveys prove what you already know….Radio Works!
Are your sales executives finding it more difficult to capture new business appointments?
Do you need a strategic system to capture new high-quality leads?
Are your prospects claiming great results from digital?
Are local advertisers in your market questioning radio’s continuing relevance?
Do you need more new business in 2019 and beyond?
Do your salespeople need a tried and proven system of developing more 52-week business?
Finish 2019 off with a BANG and get a GREAT head start on 2020!
While the digital media world seems to receive all the limelight today, ENS Media’s TOMA Surveys are helping broadcasters across North America to capture increased local advertising revenues.
The front half of our 2019 seminars is filled but we still have room for 4 or 5 more local market TOMA Surveys and Seminars in the last half of 2019 (mid-August through early November). As a special offer to the first five ENS on Sales subscribers who take advantage, we will start your entire sales team immediately on our SoundADvice program FREE for the first three months. We can then launch your TOMA Survey this summer and conduct your Advertiser Seminar this fall so your team can finish out 2019 strong and have a huge head start on 2020. No payments required until after July 1st.
Contact [email protected] or call 605-310-2062 to arrange an online overview of TOMA for your market.
Here are 4 of the Top 12 Things Your TOMA Survey Can Tell You…
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 competitors’ ratings, than trying to get an appointment to talk about your ratings.
3. 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 advertisers to capture the dominant Share-of-Mind and Share-of-Market.
4. 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.
If you’d like to read all 12 Things Your TOMA Surveys Can Tell You, click here.
ENS Media’s TOMA selling system will help you sell more in 2019 and beyond. To arrange an online overview of what TOMA Research and Training can do for you, contact [email protected] or call 605-310-2062.