Again, as a reminder, this week’s ENS on Sales is part of a series of articles started two weeks ago. The original article was titled, “7 Criteria for Effective Marketing”. In the next few weeks, we will be discussing each of the seven criteria. To catch up, click here to read the original issue, and to read last week’s issue “Strategy Criteria #1”, click here.
To start, let’s be upfront about one thing, and that is… No one, and I mean no one, (other than media people), intentionally listen to your radio or TV station(s) for the ads.
I know that statement will offend a few but as I often say, sometimes the truth hurts. The fact is, when the commercial breaks come on, listeners don’t lean forward, and they never turn up the volume. There is only one time a year people intentionally want to hear and see ads. You got it, during the Super Bowl.
The key to successful advertising is getting people to hear and absorb the ads, whether they are intentionally listening or not. The only way to do this is to write and create better ads. Better Ads = Better Results!
Some might suggest that “Message”, the #2 criteria, is more important than the #1 criteria, “Strategy”! To be honest, you won’t get much push back from me. The main reason strategy is #1 is because strategy, communicated in a great message, is better than a great message that doesn’t communicate the strategy!
Strategy is also #1 because if you understand strategy and you can help create strategy, it will position you as a far more knowledgeable media rep.
After all, this is what our “7 Criteria for Successful Advertising” form is all about. Ultimately, it’s something you can share with your prospects and clients, and by doing so, it will help position yourself as a “media expert”.
How to create great ads or great message is a subject of its own and one we will discuss in future issues.
Today, we simply want you to understand that when you’re visiting with your prospects and clients, the topic of “the Message” should be a primary focus. Get them to understand that the message, or great ads that are produced well, will get your clients great results, nearly every time.
Years ago I was asked to speak to a Marketing and Advertising class at a local university. On this occasion, the professor asked me to speak on “what makes advertising work”. It was for that lecture/workshop that I created a handout for the students that I titled ”7 Criteria for Effective Advertising”.
Since then, I have used this piece hundreds of times with clients and when training reps to explain how to get a better return on their advertising investment and to build trust with prospects and clients.
Today, I am sharing the 7 criteria with you, and over the next coming weeks, we will dive into each individual criterion and discuss them on their own merit.
After reading the criteria, you may have a good idea of how you can use this piece when presenting. If not, you’ll get a better idea in the coming weeks.
My hope is that you will begin to use this in your own presentations and training.
ENS Media’s 7 Criteria for Effective Advertising
1) Strategy: What do you want your business to be “known for”?
2) Message/Ads: A GREAT message will get GREAT results nearly every time, regardless of the medium or station. A mediocre message will get mediocre results every time.
3) Dominate: Wherever you are, BE there! Don’t try to reach everyone.
4) Consistency: How often you advertise. Starting and stopping is no way to build a brand.
5) Frequency: How much you advertise.
(Budget will determine both Consistency and Frequency)
6) Media Rep: Find a rep that is genuinely interested in helping you and not just selling you.
7) Medium: Every advertising medium works. You must work the medium correctly.
When I finish explaining the 7 criteria to prospects and clients, I wrap it up with one powerful point that is intended to position the media rep and your stations in a very positive light. I will share that secret at the conclusion of this series of ENS on Sales.
I hope that you will join us each of the next few weeks as we discuss the merits of each criterion and how to use them to position yourself and your reps as marketing professionals.
If you would like to receive the “7 Criteria for Effective Advertising” in presentation form that you can use in training or with clients/prospects, click here and we will be happy to send it to you.
I look forward to next week as we discuss “Strategy”; what it really is and why it’s #1 on the list!
If you’ve been around long enough or you have taken a marketing class, you’ll know the 4-P’s of marketing are Product, _________, Price and Promotion. If you didn’t automatically say it, the second P is “Place”.
In the by-gone days of business, the best “Place” was at the corner of Center and Main. Location, Location, Location! Having a business located in a great location is still a good option. However, in today’s New Media world, the best location … is in the “Mind”.
As we have quoted so often, digital marketing guru Seth Godin says, “It’s better to be sought than found”. In a recent article by Search Engine Journal, they agree with Seth and wrote, “Brand recognition is critical to getting clicks”.
In that same article, they sighted research from Search Engine Land andSurvey Monkey. According to their data of over 400 consumers, “nearly 70 percent of U.S. consumers said they look for a ‘known retailer’ when deciding what search to click on”.
That survey verifies our TOMA surveys conducted in over 160 markets which suggest the same thing. On average, 72.5% say they would click on a business they are familiar with lower on the page rather than a business they have never heard of at the top of the page.
Here’s the real kicker, according to the Search Engine Journal article, “Brand awareness users are 2 times more likely to purchase from a business they are familiar with”. They also stated, “Branding is the only way to do it, and it’s the most viable SEO strategy on the market today”.
Explaining to our clients that today’s best “Place” is in the Mind is critical to making sure they are getting clicked on. Otherwise, it’s a crap-shoot!
There are no other mediums that can create Top of Mind Awareness like Radio and TV. If you would like to learn how ENS Media‘s TOMA Surveys and Seminars can teach your prospects, clients and your sales team on how to create TOMA, click here.
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;
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%).
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!
Every day we ask our clients to promote and market themselves. Are you marketing yourselves? The most successful stations we work with are visible everywhere in their communities, in pursuit of audience. But I’m convinced their high visibility does even more for their revenues than it does for their ratings!
Prospects who don’t listen to your station can get the impression that everyone else in town does listen to you when your vehicles, banners, sponsorships and staff are seen at every community event they attend.
With all of your competitors claiming to be “number one”, most business decision-makers don’t believe ratings. On the other hand, they do believe their own eyes and have confidence in your popularity when they perceive they see you everywhere.
Retailers claim the key to success is location, location, location. Are your station vehicles tucked away overnight in an employee’s driveway or hidden behind your station, or do you have a plan to keep them out, moving and visible?
Do your personalities pull a shift then hide in their cocoons the rest of the day, or are they out and about, clearly identifying themselves as your stars with their attire and vehicles?
By the way, radio advertising works too! The easiest person to sell is someone who listens to your station….you don’t have to convince them someone listens, they know firsthand. Do you run creative, relevant, thought-provoking commercials to attract new advertisers?
Our business is no different than our clients’ businesses. Advertising is the first link in a marketing program, but advertising only “attracts” audience and sponsors. It’s what comes over your speakers and what we do to create value for our advertisers AFTER the sale that will determine your long-term success.
Our radio e-marketing system, called SoundADvice, can help brand and advertise your reps and stations by providing useful marketing tips to your clients and prospects each week. It can be the most cost-effective advertising you can buy. Contact Rick to learn more.