Tag Archives: Targeting

Pricing

You know that consumers who don’t want Coca Cola, don’t buy it because they’ve received a 50% off coupon. Consumers who redeem those coupons were already in the market for Coca Cola.  They just paid less than they had planned to pay. So Coke not only took a hit on the profits, they also had the added expense of the coupon distribution. Huh?

You also know that buyers who buy based upon price alone, have no loyalty, and go to the cheapest vendor the next time they buy.

You also know that ‘winning’ by offering the lowest price is a never-ending downward spiral as competitors enter that race to the bottom. As Roy Williams says, “Discounting is the cocaine of marketing”.

So…why do you have one day sales and engage in expensive ‘key’ programs?

Why not train your salespeople to sell your product for what it’s worth, and help your advertisers get better results from their advertising?

In the long haul, it’s ROI that dictates what business decision makers are prepared to invest with you, not bottom feeding at the price trough.

 P.S. Sorry if this offended you. We didn’t target you specifically. All of our readers received this week’s ENS on Sales.

Again, to quote Roy Williams, “The risk of insult is the price of clarity.”
Sincerely,
Wayne Ens
705-484-9993

Are You Targeting?

   We review hundreds of radio sales presentations every month to help stations increase their closing ratios and, their average sale. But lately we’ve noticed a huge common shortcoming.

          Virtually every presentation sells radio’s ability to ‘target.’ But there is virtually no discussion about targeting the advertiser’s message!

          We see station clusters that run the same message for a car dealer on their station that targets males 18-34, as they run on their station that targets women 25-54.

          What are they thinking? It appears to me that they aren’t…(thinking, that is).

          The internet and e-marketing have increased your advertisers’ awareness of the value of targeting, and they understand that effective targeting goes beyond reaching the right audience, it’s more about saying the right thing to that audience.

          Now I’ve heard the argument that it’s too expensive for a station to produce separate targeted messages for each station in their cluster. But if you don’t target your ads, your digital competitors will!

           If you want to increase your sales and your renewal rates, think about focusing on creating messages that resonate with your target audience.

 

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