Tag Archives: share of mind

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.

A No-Brainer to Increase Your Sales

Imagine you own a local business, and you have a salesperson who has developed great customer relationships and helped to build your business.

Then picture what you would do if another salesperson offered to join your company and bring with them their great customer relationships and database.

Would you terminate your current sales person in favor of hiring the new sales person, or would you increase your sales even more by keeping both salespeople?

I think the answer is a no-brainer. We know more feet on the street equals more sales and why would you sacrifice one sales source to attract another? You would invariably have both salespeople go to work for you.

Advertising is merely multiplied salesmanship, permitting advertisers to make more ‘sales calls’ and reach more people than their salespeople alone can reach on a regular basis. But almost on a daily basis we’re hearing from radio salespeople who tell us some of their clients are abandoning their radio campaigns in favour of social media.

Even more ludicrous, we’re hearing that some advertisers say they don’t notice a drop off in business when they abandon their radio audiences.

If they terminated one of their salespeople who had a loyal following, they wouldn’t notice an immediate drop in sales either. Depending upon their product and sales cycle it could take months, or even years, before the marketplace learned where that sales person went or that they had left.

The effect of having two media working in tandem can be even more powerful than having two salespeople because there may not be synergies between salespeople, but there are huge synergies between media.

Greek philosopher Aristotle identified the power of synergies when he said, “The whole is greater than the sum of the parts.” The impact of a multimedia campaign, like radio and social media, is certainly greater than the impact of one media alone.

And unfortunately for advertisers who abandon tried and proven radio, there is another force at work in advertising called momentum. The momentum they built with radio doesn’t quit the moment they leave radio, but by the time they realise they’re losing momentum it may be too late, or very expensive, to regain it.

Our Local Share-of-Mind Surveys are proving the power of radio in markets across North America and are helping radio sales executives to increase their local-direct sales.

To learn how we can help increase your sales contact [email protected]

[email protected]

3 Keys to Success

Prior to the internet, most retailers counted on high traffic locations for their customers to find them. It was often said the three keys to retail success were “location, location, location.”

Today, customers need not invest their time driving or walking in search of a business. They simply search online to find the products or services they need.

In this new world, the most important location your advertisers can have is in the minds of your audience.

The purpose of advertising is to create a pre-need awareness and preference for a business, so that their prospects search for them by name.

And it’s always better for a business to be sought online, than to be found by accident along with a list of their competitors.

The perfect media mix today begins with intrusive radio to create a position in customers’ minds, backed up by helpful and informative web content to capitalize on the preference that radio has created for them.

ENS Media’s local Share-of-Mind Surveys prove time and time again that less than 6% of consumers will click exclusively on the first business their search engine reveals if they have not heard of them.

Approximately 77% prefer to visit the website of and do business with, businesses they have heard of or were familiar with. So Share-of-Mind (SOM) is in fact the best Search Engine Optimization (SEO)

As you plan for a successful 2016, have you considered facilitating our Local Share-of-Mind Surveys in your market to uncover new leads, to train your sales team how to sell more radio to create top-of-mind awareness, and to educate your advertisers how to generate more web traffic with intrusive radio campaigns?

If you want more new revenue in 2016 and beyond, contact[email protected] to explore the feasibility of a Local Share-of-Mind Survey in your market.

The next time you are talking to a prospect who is infatuated by social media, try not talking to them about your ‘audience.’

Our local Share of Mind Surveys consistently prove broadcast’s role in driving more online traffic. Contact [email protected] to inquire about conducting a survey in your market.

Imagine you own a local business, and you have a salesperson who has developed great customer relationships and helped to build your business.

Then picture what you would do if another salesperson offered to join your company and bring with them their great customer relationships and database.

Would you terminate your current sales person in favor of hiring the new sales person, or would you increase your sales even more by keeping both salespeople?

I think the answer is a no-brainer. We know more feet on the street equals more sales and why would you sacrifice one sales source to attract another? You would invariably have both salespeople go to work for you.

Even more ludicrous, we’re hearing that some advertisers say they don’t notice a drop off in business when they abandon their radio audiences.

If they terminated one of their salespeople who had a loyal following, they wouldn’t notice an immediate drop in sales either. Depending upon their product and sales cycle it could take months, or even years, before the marketplace learned where that sales person went or that they had left.

The effect of having two media working in tandem can be even more powerful than having two salespeople because there may not be synergies between salespeople, but there are huge synergies between media.

Greek philosopher Aristotle identified the power of synergies when he said, “The whole is greater than the sum of the parts.” The impact of a multimedia campaign, like radio and social media, is certainly greater than the impact of one media alone.

Our Local Share-of-Mind Surveys are proving the power of radio in markets across North America and are helping radio sales executives to increase their local-direct sales.

To learn how we can help increase your sales contact [email protected]

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!