Selling the New Media Mix
to Grow Your Business
New media practitioners today are using ‘new’ words to describe proven old communications techniques. Words like ‘interactive’, ‘participatory’, ‘social’ and ‘connective’, might lead you to believe human beings have turned 180 degrees in the way they receive or interpret your marketing message.
But in fact, the only thing that is changing is the number of media platforms consumers are exposed to each day, traditional and new. What has not changed is the way successful marketers use media to reach and influence their prospects.
The best communicators from the days of smoke signals, to newspapers, to radio, have always known the value of being ‘interactive’. The effective sender of smoke signals was interactive, inviting the recipient’s response.
In newspaper’s hay days, every town had more than one paper, each with its own ‘social’ platform and ‘network of followers’. The best newspapers had pages of reader ‘interaction’ called ‘letters to the editor’ and radio stations continue to run live (interactive) on-air contests and engage in two-way, on-air conversations with their followers.
Every radio station today, by virtue of their format and target demographic, has its own unique ‘social’ network with which they ‘connect’ daily with their strategic choice of music and their spoken word.
But there has been one dangerous marketing communications change according to Dennis Hurley, Digital and Creative Strategist at one of the world’s largest ad agencies, Tribal DDB.
“Everything is measurable now, and it is very tempting to manage by statistics”, says Hurley. “Blind adherence to optimization and best practices could eventually leave your business with a cold and dry online presence”, he tells advertisers.
Tribal DDB’s New Media expert suggests the true measure of great marketing communications is still in the emotive power of the message.
The perfect ‘media mix’ today combines the emotional power of radio with easy access to information about the advertiser online.
In short, radio inspires and internet informs.
Your clients and prospects can be confused and intimidated by all of the new choices and the language used by some of the new media sales people who try to sell the technology rather than the message.
Your sales, and your clients’ sales will increase when you learn how to teach them the perfect new media mix….radio and internet.
But in fact, the only thing that is changing is the number of media platforms consumers are exposed to each day, traditional and new. What has not changed is the way successful marketers use media to reach and influence their prospects.
The best communicators from the days of smoke signals, to newspapers, to radio, have always known the value of being ‘interactive’. The effective sender of smoke signals was interactive, inviting the recipient’s response.
In newspaper’s hay days, every town had more than one paper, each with its own ‘social’ platform and ‘network of followers’. The best newspapers had pages of reader ‘interaction’ called ‘letters to the editor’ and radio stations continue to run live (interactive) on-air contests and engage in two-way, on-air conversations with their followers.
Every radio station today, by virtue of their format and target demographic, has its own unique ‘social’ network with which they ‘connect’ daily with their strategic choice of music and their spoken word.
But there has been one dangerous marketing communications change according to Dennis Hurley, Digital and Creative Strategist at one of the world’s largest ad agencies, Tribal DDB.
“Everything is measurable now, and it is very tempting to manage by statistics”, says Hurley. “Blind adherence to optimization and best practices could eventually leave your business with a cold and dry online presence”, he tells advertisers.
Tribal DDB’s New Media expert suggests the true measure of great marketing communications is still in the emotive power of the message.
The perfect ‘media mix’ today combines the emotional power of radio with easy access to information about the advertiser online.
In short, radio inspires and internet informs.
Your clients and prospects can be confused and intimidated by all of the new choices and the language used by some of the new media sales people who try to sell the technology rather than the message.
Your sales, and your clients’ sales will increase when you learn how to teach them the perfect new media mix….radio and internet.
P.S. Our Winning in the New Media Economy advertiser seminars are helping host stations across North America to sell more radio! Click here if you would like to discuss how we can train your salespeople, and teach your clients how to use radio and internet in the perfect media mix.