Tag Archives: pre-search

Radio, the ‘Last Click’ Promoter

Internet guru, Seth Godin says, “The last click someone clicks before they buy something isn’t the moment they made up their mind.”

The best marketers don’t rely upon online reviews or social media noise to make the sale for them.

Instead, they lay clues like breadcrumbs leading up to that last click. Everything from the word of mouth generated by creating a great customer experience, to building a brand with traditional and online media, casts a long pre-click shadow for a business…a shadow that doesn’t change with that last click.

Do your sales staff know how to position radio’s powerful role in that line of breadcrumbs? Or, are they out there claiming your station is the number one breadcrumb to advertisers who don’t understand the role of those clues and still credit the sale to that ‘last click.’

The secret to creating more revenue for your stations is to train your salespeople how to position the strategic role of intrusive radio advertising to create a pre-need pre-search preference for your advertisers in the minds of your listeners.

What Digital Experts Don’t Tell You

Do you have an advertiser who is infatuated with their digital ‘expert’ or agency?

We suggest you ask your client to ask their digital consultant or advisor, “What is the most common word internet searchers use to find your business?”

If they’re honest, the answer won’t be a key word or other SEO tactic. They’ll have to admit that the most common word used for consumers to find them through search is their name or their business name.

You can bet that until they were asked, they did not tell your advertisers about the role of branding & creating pre-search name awareness in driving more online traffic.

There is no substitute for name recognition when consumers search for a business online. And there is no disputing the intrusive power of broadcast advertising in creating top of mind awareness and name recognition.

That’s not to say there is no value to some of the online tactics implemented to capture more leads. But if the advertiser’s marketing has been effective, nothing will trump name recognition.

Our local TOMA (Top-of-Mind Awareness) Surveys consistently validate the power of broadcast advertising to create top of mind awareness and drive more online traffic, leads, and sales.

In his Monday Morning Memo, Roy Williams wrote, “I’ve long suggested that radio stations fund a TOMA study every two years. Few things are as valuable in the eyes of advertisers as these revealing market snapshots.”

         Click here to arrange an online meeting to discuss how conducting a TOMA study in your market will increase your local revenues.