Tag Archives: Radio
If you Don’t Offer Digital and Social, Find Someone Who Does
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.
Before Every Call, Ask Yourself This…
It seems simple, sales reps make sales calls, and we make sales calls for a variety of reasons.
At the beginning of the sales process, we make cold calls to introduce ourselves. Beyond cold calls, we make calls to conduct the interview or the Q&A or CNA. We make presentation calls, follow up calls and calls simply to keep in touch. Once the person becomes a client, we make service calls. The types of sales calls and reasons for calls go on and on.
Prior to every call we make, whether in-person, via the phone, email or text, we should ask ourselves this question, “What do I want to accomplish with this call?”.
Every call should have a clear objective. For some calls, the objective will simply be to set up a meeting or get them to say “yes” to considering radio or whatever else you might be offering. Other objectives might be to get them to agree to consider a promotion, adding another station, increasing their frequency, approving a script and starting the schedule. The reasons are endless, but your objective for each call should be to get you to your next step.
It seems obvious, after all, you know why you’re going on the call, but if you consciously (physically and mentally) ask yourself the question before EVERY call, “What do I want to accomplish with this call?”, I can assure you that you’ll have a better understanding of what you want to achieve and how to go about it. And, by doing so, every call from this day forward will be more productive.
Good Luck!
You’re a Genius, but Wait to Prove It
Here’s a scenario. You’re in a meeting with a potential client, and like magic, you come up with a “BIG IDEA” that you know is the answer to helping the client make a ton of money, no less yourself. In your enthusiasm to show the client how smart you are as a marketing and advertising professional, you blurt out your “BIG IDEA”!
You’re a genius, right? Wrong!
If you do have a good idea, as in this situation, and you throw it out spontaneously, the chances of it being excepted are greatly diminished. There’s a much better time to reveal you’re a real genius. It’s when you make your presentation!
Ask yourself this question. Do you think your client would put more value on a great idea that someone came up with on the fly, or one that took a week or two to come up with after much consideration and brainstorming? The client will think, “Wow, they really put some time and thought into this idea!”
Instead of blurting out your “BIG IDEA” during the first meeting, say something like, “I think I may have some good ideas, but I want to do some additional research and give some extra thought to these ideas before deciding and making our recommendations”.
While most good ideas take time to develop, we also know that occasionally we get lucky and come up with that GREAT idea on the spot.
It’ll take discipline, bite your lip, but whatever you do, WAIT, and don’t give away that “BIG IDEA” so quickly!
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?