Tag Archives: Media

Does Radio Work?

That’s a silly question, right? Sure Radio works, but do your media reps believe it works?

If we’re being honest with ourselves, you know that your reps sometimes question its strength. After all, many people, like their clients, have told them repeatedly that Radio doesn’t work. They’ve heard the infamous words, “I tried Radio once and it didn’t work”.  If they read media and marketing trade magazines, they have certainly read about the demise of Radio.

Because you’re a subscriber to ENS on Sales and are reading this, I’m confident you are a believer and you know that Radio does work, because we have seen it work, hundreds, even thousands of times.

It’s paramount that we continually preach to our sales team about the strengths of Radio and how to present it to their clients. Never take for granted that they 100% believe in the power of Radio. Continue to sing its praises and give them ammunition to prove the point. Give them articles, statistics, and testimonials. We suggest you read Radio Ink every Monday Morning for their “Advertiser Success Story/Testimonial” and for that matter, read Monday Morning Memo (Roy Williams) every Monday morning, both are great to share with your sales team.

The moral of today’s message is Radio works, but only if it’s executed correctly from beginning to end. For it to work, the reps need to believe in Radio and understand how to make Radio work. As managers, it’s our job to coach, teach, train and motivate.  It’s a never-ending task.

When done correctly, Radio creates MAGIC, it moves mountains, makes cash registers ring, makes business owners rich, and gives radio media reps CONFIDENCE and BELIEF in our product and medium!

Happy Training!

Are You Ready for Your Tomorrow, Today?

     Preparation is the key to success, right?  Abraham Lincoln understood the value of being prepared when he said, “Give me six hours to chop down a tree and I will spend the first four sharpening the axe.”  Will you be ready for your tomorrow before you leave the building tonight?

     Most of you reading this are in media management or sales, and if not, the rule of being prepared equally applies to everyone regardless of your profession. We certainly hope if we’re having a medical procedure tomorrow that the doctor is reviewing your charts and preparing today. The construction worker that knows what their tasks are tomorrow can order their materials and organize their tools before they leave tonight so they can hit the ground running in the morning. To be an effective manager or high performer in sales, you must be organized with better than average time management skills.

     How and when do you plan your tomorrow, or better yet, your next week?  Your Monday and Tuesday should be pretty clear before you leave the building on Friday.   If there are gaps, fill them in with prospecting or use that time to plan the rest of your week, sharpen your ax, so to speak.

     You can plan your week first thing on Monday morning or your Tuesday on Tuesday morning, but the mind is a funny thing.  If you plan it, write it down, and think about it, your brain will actually help you prepare in advance!

     Benjamin Franklin said, “By failing to prepare, you are preparing to fail.”

     Make it a habit, start preparing to plan your days and weeks…in advance! Never leave today, until you are prepared for tomorrow!  It’s a GOOD plan.

P.S.  If you are preparing to look for ways to grow your revenue in 2018 and beyond. ENS Media would honor the opportunity to visit with you about our programs that not only generate revenue but help train your sales team well into the future. It’s a good plan!

Click here if you would like to learn more about these amazing revenue-generating systems.

Quit Calling It “Direct Mail”

You’ve probably seen the latest BIA Kelsey data that radio is the sixth-highest used advertising platform today, with “direct mail” being the number one advertising platform in terms of advertising expenditures.

In telling radio’s story, we have to educate advertisers about the miss-use of the term “direct mail”.

Direct mail is mail that is addressed and sent “directly” to a known person’s address.

The advertising that is delivered to households indiscriminately is better defined as “mass mail” or is commonly referred to as “junk mail”.

The reasons radio account executives need to make that distinction are many.

First, your advertisers and prospects are hearing at their trade conferences and reading in their trade magazines about the “success” of direct mail. And it’s true, direct mail by nature works because it’s sent directly to a prequalified known prospect.  Smart radio account executives encourage their clients to use real direct mail in the media mix because today, it’s FREE.

In the old days, advertisers had to compensate printing shops, paper mills, delivery trucks or the post office to produce and deliver their direct mail.

Today, direct mail is literally free via permission-based email….no envelopes, no printing presses, no postage stamps.

Don’t let your advertisers return from their conferences all hyped up about direct mail only to end up sending what’s really junk mail…sent via indiscriminate household “flooding”.

Click here to arrange an on-line demo of how our local TOMA surveys and SoundADvice radio e-marketing system are helping radio station account executives prove the ineffectiveness of junk mail, and the effectiveness of a broadcast and permission-based e-mail campaign.

Telling Radio’s Story

Brian Russell, the COO of Media Distribution Solutions, shared some research about the power of video at the recent Local Online Advertising Conference in New York.

Their research revealed that having video on a website makes it 53 times more likely to be found on Google, and that emails with videos get 50% more clicks compared to emails without video.

I have no doubt about the effectiveness of videos online, and a recent trade article about the conference said “The takeaway is that video is clearly the new frontier in capturing attention in your marketing”.

Statistics like this can have local advertisers lining up to spend more money on videos, which often become dated very quickly, at the expense of radio advertising.

By the way, Media Distribution Solutions just happens to produce videos.

Our TOMA surveys of more than 10,000 consumers reveals that consumers are 444 times more likely to view the website of a business they have heard of versus viewing the site of a business they have not heard of.

And while video might make a website 53 times more likely to be found on Google, our research and advertiser seminars validate Seth Godin’s claim that “It’s better to be sought than found” online.

Being sought by name is the only sure way a business can be found online, and having established a pre-need preference for a business will always trump any SEO or other online tactics.

Radio is the proactive media, and online is the reactive media. Advertisers need both.
Establishing a pre-need preference for a business with proactive media will always trump putting all of your eggs in the reactive media basket.

Step one is to establish a pre-need awareness and preference for a business with proactive radio. Step two is to use video and other online tactics when consumers search reactive media in reaction to their need.

Let’s tell the proactive radio story and not let advertisers put the cart before the horse.

Radio’s Big Surprise

Your clients tend to think of Millennials as permanently attached to their smartphones.

They also tend to think of radio as a medium used mostly by older people, the ones who can’t quite figure out how to work an iPod.

Both of those stereotypes are dead wrong, along with a lot of other ideas about media usage in a must read article published in Media Life Magazine.

The article quotes Nielsen’s most recent total audience report, a quarterly document that tracks media use by different age groups, shatters a number of misconceptions about new and old media use.

It says “It might surprise you to know that more Millennials listen to traditional AM/FM radio each week than use smartphones.”

Nielsen found 93 percent of adults 18-34 listen to radio weekly, while just 80 percent report using a smartphone.

In fact, radio is the most frequently used medium among Millennials. It’s well ahead of TV at 76 percent and PCs at 49 percent.

I recommend that you copy the entire article at this link  http://www.medialifemagazine.com/surprising-facts-about-media-usage/                    and mail, email or hand deliver it to every business on the planet as a third party endorsement of radio’s continuing relevance.

 

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