© by Wayne Ens           

            The most successful stations I work with are visible everywhere in their communities, in pursuit of audience.
            But I’m convinced their high visibility does even more for their revenues than it does for their ratings!
            Prospects who don’t listen to your station can get the impression that everyone else in town does listen to you when your vehicles, banners, sponsorships and staff are seen at every community event they attend.
            With all of your competitors claiming to be “number one”, most business decision-makers don’t believe ratings.   They have learned that figures don’t lie, but liars sure can figure.
            On the other hand, they do believe their own eyes and have confidence in your popularity when they perceive they see you everywhere.
            Retailers claim the key to success is location, location, location. Are your station vehicles tucked away overnight in an employee’s driveway or hidden behind your station, or do you have a plan to keep them out, moving and visible?
            Do your personalities pull a shift then hide in their cocoons the rest of the day, or are they out and about, clearly identifying themselves as your stars with their attire and vehicles?
            By the way, radio advertising works too! The easiest person to sell is someone who listens to your station….you don’t have to convince them someone listens, they know first hand. Do you run creative, relevant, thought-provoking commercials to attract new advertisers?
            Our business is no different than our clients’ businesses. Advertising is the first link in a marketing program. But advertising only ‘attracts’audience and sponsors. It’s what comes over your speakers and what we do to create value for our advertisers AFTER the sale that will determine your long-term success.
P.S. Do your reps know how to create the value perception for your advertisers? Our Creating the Radio ROI can dramatically improve your customer satisfaction, key account order size, and renewal rates. 
P.P.S. Our weekly radio e-marketing, called SoundADvice, can be the most cost-effective advertising you can buy. Email Wayne to arrange a free, no obligation demo.