Tag Archives: Media

INCREASE YOUR SALES IN 2019 AND BEYOND!

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.

Who’s Getting the Credit?

How many times have you heard an advertiser say, “We ask every person that calls or comes through our door how they heard about us.” The answers vary, but prior to the New Media Age (digital/social), it was typically newspaper, direct mail or the Yellow Pages that garnered most of the credit.

Why do the customers say this? Mainly, because it’s true! These mediums are usually the last point of contact just prior to the purchase. It’s the end of the buying cycle or the bottom of the Marketing Funnel.

But, have your advertisers considered that it may have been the radio or TV ad that persuaded their customers to even consider looking at their ad or visiting their website? “Intrusive Media” (Radio/TV), if done correctly, should have created an emotional connection with prospective customers long before “Passive Media”(print/digital), which is the point of research prior to purchase, comes into play.

The average person will only consider doing business with someone they are familiar with and feel good about.

We ask the question in every one of our TOMA surveys, “If you use Google or some other search engine, would you be more likely to click on a business that you have never heard of at the top of the list, or the first business you recognized or were familiar with?” The results are ALWAYS the same. 82-86% say they will click on a business they are familiar with. 1-2% say they will select the name at the top of the list, and approximately 12-15% say both.

It’s clear that having TOMA, “Top of Mind Awareness”, has a LOT of value!

Feel free to use this question and its results the next time a client says that their customers heard about them via the “Passive Medias” of the world, i.e. print, direct mail, social/digital.

It’s still the “Intrusive Medias”, TV & Radio, that do all the heavy lifting!

If you would like to see how our TOMA Surveys and Seminars can help you generate new income in 2019 and beyond, click here and let’s talk.

Digital Fraud is Giving Me a Headache! How about You?

Let me first say, I am not opposed to Digital Media or Social Media! They both have a place in our “marketing world” and I encourage you to embrace them. I recommend digital for clients, but let’s speak freely, the hype about it may be bigger than anything we have seen since __________???

What are the facts? When it comes to the REAL numbers, how big is it? How many people use it? How do they use it? And, how often do they use it? Oh, and one more thing, how much of it is FRAUD?

If you read the publications that I read, you know that upwards of 25% (minimum) is fraud. If you are talking video, up to 75% can be fraud (this was taken from e Marketer, Aug 8th Edition, titled Ad Fraud Still Plagues Digital Media’s Supply Chain: “Of the video ad inventory purchased without validation, 72% was fraudulent).

Again, I am not opposed to digital, but the question I ask is this. As Broadcast Media Reps, how would your clients react if you sold them 200 ads, but you only delivered or aired 150 of them…or LESS? But, you still charged them for all 200 ads! It wouldn’t be pretty! This isn’t happening in Radio or TV, not even in Print or Billboards, but it’s happening every minute, every day in digital!

To learn more about digital fraud, and I encourage you do so, simply google “statistics on digital ad fraud”. You can read for days. If you would like me to send you a few articles, email me at [email protected].

We’re in the GREAT medium of Radio, so hold your heads high. People spend more time with us, radio (and TV) provide the best ROIs, and we have very little to NO fraud!

I recommend we all take some aspirin for the digital headache and keep telling the positive story of Radio!

I would appreciate hearing your thoughts on digital media, whether you agree with me or not. Call or email me and let me know.

Rick Fink, ENS Media                                                                                                                                      Cell #:  605-310-2062

Only 3 Ways to GROW a Business

Everyone is trying to grow their business. Well, almost everyone. Occasionally, we run into that business owner that says, “I don’t want to get any bigger”. While they may have legitimate reasons, the old saying still holds true, “If you aren’t growing, you’re dying”.

In our industry, we are expected to grow, and the emphasis is usually on selling more advertising than you did last year. Regardless of the industry, the 3 ways to grow your business remains true.

Here are the 3 ways to grow your business:

1)  Sell more of what you are currently selling

2)  Increase the price/rate on what you are currently selling

3)  Offer additional products/services to what you are currently selling

If it were only that easy! There are many points, counterpoints, subtitles and bullet points that go behind each of these three statements. But, regardless of how you slice it, everything will fall into one of these three categories. Keep in mind, I said 3 ways to GROW business, not increase profits. Then, you can add a 4th element which is… Cut Cost!

These three points are not only a good lesson for us in the media business, but it’s good information to pass along to the clients and prospects that we call on. When you point this out to them, at the right moment, your knowledge of business will be evident. It gets them thinking and they will admire you for it. You may get some push back from “that client”, but I have never had anyone come up with something that doesn’t fall under one of these three ways.

If you come up with one, please share it with me. Knowledge is Power! Like you, I strive to “Get Better Every Day”.

Happy Training!

An Ounce of Prevention

So one of your biggest accounts has just announced they intend to cut some of their traditional media in favor of digital. They currently use outdoor, radio, newspaper and TV in their traditional media portfolio. How much time and effort will you invest to present your stations to avoid becoming one of the victims of the pending cuts?

Allow me to share a hidden truth in pending cuts… long before that cut-back announcement was made, the client was already forming hard to change perceptions on which media they should cut.

“Preventive maintenance” is always more effective, and less costly, than “damage control”.

Do you have a preventive maintenance program or does all of your energy go into making the sale, looking for new business, and damage control?

A well-planned system of regularly thanking your customers, a continuous education system like our SoundADvice highlighting broadcasts’ relevance, and regular post-campaign analysis and wrap up reports can put you in the driver’s seat when advertisers hungry for change begin to wield their cut-back knives.

If you’re surprised by a cancellation or cutback, it’s probably because you didn’t have a preventive maintenance program.