Tag Archives: TOMA

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?

Finish 2019 off with a BANG and get a GREAT head start on 2020!

While the digital media world seems to receive all the limelight today, ENS Media’s TOMA Surveys are helping broadcasters across North America to capture increased local advertising revenues.

The front half of our 2019 seminars is filled but we still have room for 4 or 5 more local market TOMA Surveys and Seminars in the last half of 2019 (mid-August through early November). As a special offer to the first five ENS on Sales subscribers who take advantage, we will start your entire sales team immediately on our SoundADvice program FREE for the first three months. We can then launch your TOMA Survey this summer and conduct your Advertiser Seminar this fall so your team can finish out 2019 strong and have a huge head start on 2020. No payments required until after July 1st.

Contact [email protected] or call 605-310-2062 to arrange an online overview of TOMA for your market.

Here are 4 of the Top 12 Things Your TOMA Survey Can Tell You…

1. Your 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 awareness and preference for the business with intrusive broadcast advertising.

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

3. The most important findings will be uncovering “open” categories. Categories with no strong Share-of-Mind leader are very easy, and very inexpensive, for new radio advertisers to capture the dominant Share-of-Mind and Share-of-Market.

4. 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.

If you’d like to read all 12 Things Your TOMA Surveys Can Tell You, click here.

ENS Media’s TOMA selling system will help you sell more in 2019 and beyond. To arrange an online overview of what TOMA Research and Training can do for you, contact [email protected] or call 605-310-2062.

The Story of Bob’s Tire Store

TOMA/Branding is still King!

Let’s pretend that you walked out to your vehicle this morning and noticed you had a flat tire!  *$#*@!#&!! … And, it’s not just flat, it’s ruined!

If you’re like most people, your next step would be to go to the internet and search one of two things; 1) Tire stores in (your city) or 2) a specific name of a tire store you are familiar with, like Bob’s Tire Store.

Our ENS Media TOMA surveys, conducted in over 260 markets, continue to prove a couple things;

  1. Approximately 64-75% of people will click on a business they are FAMILIAR WITH before clicking on a business at the top of the page they are NOT FAMILIAR WITH (only 3%).

  2. Approximately 72% of people are very likely to use those businesses which come to mind first.

Internet marketing guru Seth Godin says, “It’s better to be sought than found”.  In other words, if you’re Bob, you’re hoping that people search specifically for “Bob’s Tire Store”, but, if they search “tire stores in (your city)”, your hope is that people know you and have an emotional connection with you so you have a greater chance of getting their business.  If not, the business is up for grabs.  Kind of sounds like the old Yellow Pages, or as we refer to it, the “Directory of Ineffective Advertisers”.

The need to have a strong brand name, or TOMA, isn’t going away. In fact, as the internet, smart speakers, voice-activated searches and purchases become more popular, the need to have TOMA will become even more important.  “Alexa, connect me with a tire store”, or “Alexa, call Bob’s Tire Store”.

Do you think the businesses you work with need to continue to build TOMA?   Siri, Cortana, and Alexa think so!

If you would like to learn more about our TOMA Surveys and Seminars and how they can help grow your local direct revenue in 2019 and beyond, contact me or give me a call and let’s talk!

The Biggest SEO Mistake

We were consulting one of our station’s advertisers, a veterinarian, who proclaimed they had just made a considerable investment in SEO…Search Engine Optimization, to get them to or near the top of an online search.

We immediately went online and searched for veterinarians in that market. They were nowhere near the top of the search engine page despite their investment.

The veterinarian was both amazed and disappointed, responding with “We were near the top last week”!

There-in lies the problem. While she was paying to enter the race to the top, her competitors kept upping the ante to win that race…it’s a never-ending race to the top that can change at a moment’s notice.

The only way an advertiser can be assured they’ll be found online is when their prospects search for them by NAME!

But, the problem is even more complex than winning the SEO race to the top.

Internet Guru Seth Godin says, “it is better to be sought online than to be found”.

In other words, the business that has created a pre-need, pre-search brand and preference for their business will always win that race, in two ways:

1.)  They will be sought and subsequently found.

2.)  The best marketers will have built their brands before the search so that when their competitors are listed, their prospects will prefer to click on them.

3.)  Our local TOMA (Top-Of-Mind Awareness) studies consistently reveal:

A.)  Proactive broadcast media will always be more effective than reactive print or digital efforts in creating TOMA

B.)  Over 80% of the population in every market prefers to click on a site for a business they have heard of, rather than to go to a site of a business they are not familiar with.

Have your account executives been effective in helping advertisers understand why broadcast is the most powerful platform by which to create Top-Of-Mind Awareness and generate more web traffic?

If not, we should talk about initiating a TOMA survey in your market.

Roy Williams says, “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”.

Click here to arrange an online overview of how our TOMA Surveys and Training can help increase your local-direct sales.

How to Win in 2016

 Have you ever wondered why the highest bidder at an auction is said to have “the winning bid?”
          In reality, this ‘winning bidder’ has paid more for their prize than anyone else in the market felt it was worth. In any other arena, when you’ve paid more than the marketplace value, you would not be considered a winner.
          Media sales executives who ‘win’ a bid by selling space and spots at a lower cost per unit (cost per line, cost per click, cost per point, cost per spot, cost per impression, etc.) than their competitors were willing to sell for aren’t really winners either.
          Commoditizing your product and selling at the lowest cost is a never ending downward spiral as your competitors lower their bid on the next submission.
          If you want to really win in 2016 and beyond, start selling value instead of cost. Value is seldom perceived in commodities where the price can be compared to competitor’s prices.
          The exclusive and incomparable proprietary benefits that you bring to the table are what actually create the value in the spots or space your sell.
          It is virtually impossible to compare the value of the insights, ideas, consulting, inspiration, proprietary research, and other benefits you can bring to the table in addition to the units, spots or space you have to sell.
          Ironically, it is ultimately the creative ideas, marketing insights, and consulting that you bring to the table that will deliver value from the commodities you sell.
P.S. Click here to inquire how our local Top Of Mind Awareness surveys can provide you with valuable research and insights to capture more appointments and generate more new revenues for your stations this year and next.
Sincerely,
Wayne Ens
705-484-9993

How to Predict Your Results for 2016

Past performance can’t help you reliably predict future results. Just look at your mutual fund performance to verify that.
Yet many sales managers and general managers dwell upon sales reports… of past results.
It can be much more productive to measure Activity Planners. Activity Planners can help you reliably predict future results.
It’s been said that “if it can’t be measured it can’t be managed” but conversely, productivity demands that we should only measure that which can be managed. We can’t change or manage our sales reports.
But we can certainly manage and plan more activities, like prospecting, CNA’s (customer needs analysis) presentations and super-serving our clients.
Instead of asking your sales people to hand in ‘call reports’ or works of fiction on what they did yesterday, it can be much more productive to monitor their Planned Activity Reports.
You know if you fail to plan, you plan to fail.
If you had a great quarter, get over it. Your commission and bonus cheques are on the way.
Your focus needs to be on your Activity Plans moving forward. Based upon closing ratios and average sales, and managing the activities that produce results, you can reliably predict the future.
P.S. One of the proven activities you might consider including in your plans for 2016, is our Top of Mind Awareness (TOMA) surveys and presentations. These surveys consistently prove that Radio works, and our local TOMA presentations will help your sellers close more new business. Contact[email protected]  for an overview of our surveys.
Sincerely,

Wayne Ens

ENSMedia Inc.

705-484-9993