Tag Archives: Radio
It’s Time to Put Media Use Into Perspective
There is no doubt about the explosive growth of digital. But it still has a long way to go to catch up to radio.
We often hear about fragmentation in radio audiences, with some advertisers complaining about there being too many stations in a market. By the way, these same advertisers would be absolutely delighted if a small fraction of the smallest radio audience in town bought from them tomorrow.
Yet I don’t hear the fragmentation complaint in their lust for all things digital.
According to Pew Research, only 65% of adults use social media networks as opposed to the 90% reached by radio each week. And that 65% is spread over Facebook, Twitter, Instagram, Pinterest, LinkedIn and hundreds of other social media platforms.
According to Statista, the statistics portal that compiles data from more than 18,000 sources, radio has a daily reach of 59% compared to the internet reaching 49% of adults daily via smartphones, mobile devices, and computers.
Print lags far behind at 13% daily reach; yet, some advertisers are still attracted to this outdated and costly form of advertising.
And talk about fragmentation…at the time of writing, the internet audience was divided among nearly 1 billion websites (985,440,812 to be exact at time of writing). You can see a live running total of the number of active websites at http://www.internetlivestats.com/watch/websites
The dramatic growth of digital is amazing, especially when reported in percentages, because it wasn’t that long ago when the internet was ‘new media’ starting from zero.
But you need to help your prospects and clients understand the undeniable stability of radio’s reach in an increasingly fragmented media world.
It is conceivable that at some point in the future, digital’s reach could equal radio’s, however many platforms that reach might be spread over. But your advertisers need results from their investments NOW and need to invest directly proportionate to current media reach.
P.S. Click here to inquire how our local TOMA surveys consistently prove the results radio produces for local advertisers.
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.
STOP THE MADNESS
Imagine you have never done business with me before, and I approach you with an exotic sports car I have for sale. I tell you the car is ‘valued at’ $100,000, but I’m only asking $50,000.
What are you thinking?
Probably one or more of the following;
1.) Who or what makes the car ‘valued at’ $100,000
2.) Why are you knocking $50,000 off of the alleged value?
3.) Is it stolen? Is it defective?
4.) If you are ‘asking’ $50,000 less than the value, I’m sure you’re open to a lower offer.
5.) If it sounds too good to be true, it is too good to be true.
We often see radio presentations claiming a value that is so far greater than the ‘asking’ price, that the offer is not credible.
Here is the thing; when you make a presentation, do you prove and validate the value you claim? And, when you offer your campaign at a price lower than the alleged value, do you justify that discount?
Or do you just leave your prospect thinking;
a.) You’re desperate
b.) You have misled them and inflated the value
c.) You have no confidence in your rate card or your value and you’ll do or say anything just to get an order.
Do you want to improve your closing ratios and the size of your average order? It’s all in the way you make your presentations. Click here to discuss how ENS Media can help you make bigger, better, and more believable presentations.
Radio: There When You Need It!
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The Ontario Association of Broadcasters has produced this pro-radio spot to promote radio as a fabulous and viable media. The OAB board has given permission for all stations across Canada to use this spot and ENS Media Inc. is encouraging you to do so.
Also, if you have a pro-radio spot that you would permit other stations across Canada to use, please forward it to me, and we’ll pass it along to all of Our ENS on Sales weekly readers in Canada.
If you have any difficulty, please email [email protected] and she will forward the file to you.
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Sincerely,
Wayne Ens
705-484-9993
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