Tag Archives: Share of Market

More Local Revenue in 2017

Your clients and prospects are being ‘cold-called’ by more and more traditional and digital salespeople every day.

They’ve seen gimmicks like sending half a lottery ticket and promising to deliver the other half if they make an appointment. Or how about the old claiming to have a great idea for the advertiser even though the caller doesn’t know the advertiser’s objectives.

They’ve also been called about ‘special packages’ or ‘limited time offers.’

Then of course there’s the traditional, “I’m calling to make an appointment to learn more about your business…”.

There is no better way to capture an appointment than to tell your prospect you want to share the results of a local marketing study that revealed competitive information about their business, and their competitors’ businesses.

Our TOMA (top of mind awareness) surveys are proven to open more doors for radio and TV sellers.

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.”

Here’s how a Top-of-Mind Awareness (TOMA) Survey can help you capture more 52-week business in 2017 and beyond.

8 Things a TOMA Survey Can Do for You

1. Our local TOMA surveys consistently prove that creating Top-of-Mind Awareness is the domain of intrusive broadcast media. Strong broadcast advertisers will always have higher TOMA scores than advertisers who rely on print or digital to brand their businesses.

2. Your TOMA 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 TOMA and preference for the business with intrusive broadcast advertising.

3. It’s much more powerful to make an appointment to talk about your prospects’ ratings and their competitor’s ratings than trying to get an appointment to talk about your ratings.

4. If you have done local Top-of-Mind-Awareness surveys in the past, your survey can prove that businesses that began using radio/TV after your last survey actually increased their Share-of-Mind score.

5. The most important findings will be uncovering ‘open’ categories. Categories with no strong TOMA leader are very easy, and very inexpensive, for new radio/TV advertisers to capture the dominant Share-of-Mind and Share-of-Market.

6. In most cases, if a generalist leads the category and there is a relatively high ‘no answer’ score, the generalist has won by default and a specialist can quickly and efficiently become the category leader. For example, if Home Depot leads the windows and doors category, or the flooring category, advertisers who specialize in those categories, and use intrusive broadcast as a pillar of their promotion, can quickly capture Share-of-Mind and Share-of-Market While the Home Depots of the world have to divide their budget to cover dozens of categories, a specialist can dedicate their entire budget to their category.

7. 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.

8. Our Selling With TOMA Surveys sales training will teach your team how to prove the vital link between Share-of-Voice, Share-of-Mind, and Share-of-Market and sell more 52-week advertisers for you.

Click here to inquire about facilitating a local TOMA Survey and TOMA Sales Training in your market.

How to Sell More

In last week’s ENS on Sales we discussed the fact that you don’t have to represent the number one station to be number one in sales.

We used the example of Fucillo KIA in Cape Coral Florida who sells more than 1,000 cars a month, even though KIA is not the number one brand car in North America.

Many of our readers asked “How does he do it?”

Those of you who know me, know that I’m a big believer in having the right creative as the key to advertising success, so I would like to tell you that Fucillo KIA has great creative. But they don’t.

Most people in Cape Coral will tell you they hate Fucillo KIA’s commercials. Therein lies part of the secret of his success. I said ‘most people’ because he advertises so heavily that virtually everyone in the market is aware of Fucillo KIA, where it is, and what they sell… Top-of-Mind awareness.

In a field as competitive as automotive sales, with tons of dealer ads, it’s almost impossible to come up with creative that stands out from the crowd. So, much to my chagrin, Fucillo’s two-part success formula is a formula any car dealer can benefit from:

1.) Share of Voice, equals share of mind, which equals share of market. Fucillo’s commercials are, in my opinion, annoying, but there is no disputing that out-shouting the competition works. It would be virtually impossible to be in the Cape for a week and not have heard a Fucillo ad.

2.) Consistent creative. Fucillo squeezes the word ‘huge’ into every spot… even when it doesn’t make sense. So much so, that if you use the word ‘huge’ in a sentence while in Cape Coral, someone will inevitably make a Fucillo KIA joke.

Your car dealers need to be told about the role of radio in creating share of mind and share of market.

P.S. Click here to arrange an online overview of how our local TOMA (Top-of-Mind Awareness) surveys can help you sell radio’s role in the new media environment.

Marketers have always known the power of the word ‘new’.

From packaged goods distributors who advertised ‘new and improved’ to the digital media folks who describe their platforms as ‘new media’, there is no disputing the allure of all things new.

But here’s the thing. For business categories that don’t currently advertise on radio, radio can be positioned as the something ‘new’ they are looking for.

As some of our better advertiser categories take budget from radio to try new media, radio can be new media for advertisers that are losing confidence in their old print or Yellow Pages stand-bys.

Our Share-of-Mind surveys in more than 100 markets across North America have proven our Share-of-Voice = Share-of-Mind = Share-of-Market formula.

When you crack a new advertiser who has no competitors advertising on your station they automatically have the dominant share of voice with your audience, and the results will amaze even you!

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