{"id":252,"date":"2007-12-17T19:39:18","date_gmt":"2007-12-17T19:39:18","guid":{"rendered":"http:\/\/www.wensmedia.com\/\/salesarchive\/permalink\/2007\/12\/17\/143918.html"},"modified":"2007-12-17T19:39:18","modified_gmt":"2007-12-17T19:39:18","slug":"say-no-to-media-kits","status":"publish","type":"post","link":"https:\/\/www.ensmediausa.com\/ens-on-sales\/uncategorized\/say-no-to-media-kits\/","title":{"rendered":"Say &#8220;NO&#8221; to Media Kits"},"content":{"rendered":"<p class=\"MsoNormal\"><span><span style=\"font-size: small\"><span style=\"font-family: Arial\">Do your people do what prospects ask them? I hope not!<br \/>\n<\/span><\/span><\/span><span style=\"font-size: small\"><span style=\"font-family: Arial\">I became an advertising prospect a few weeks ago when I launched an exciting new product called SoundAdvice. <br \/>\n<\/span><\/span><span style=\"font-size: small\"><span style=\"font-family: Arial\">I called four different trade magazines and asked for their rate cards, and they sent them. That&rsquo;s the good news.<br \/>\n<\/span><\/span><span style=\"font-size: small\"><span style=\"font-family: Arial\"><span class=\"GramE\">The bad news?<\/span> That&rsquo;s all they sent rate cards or media kits&hellip;.. <span class=\"GramE\">no<\/span> one followed up, no one made a presentation.<br \/>\n<\/span><\/span><span style=\"font-size: small\"><span style=\"font-family: Arial\">There was a fifth trade publication that found out about my SoundAdvice through the grape vine who has followed up three times. Each time he had a great story about his publication but he has yet to send a rate card.<br \/>\n<\/span><\/span><span style=\"font-size: small\"><span style=\"font-family: Arial\">Hello! Until you find a need and fill it, why would you send a rate card? I have the utmost respect for this fifth suitor.<br \/>\n<\/span><\/span><span style=\"font-size: small\"><span style=\"font-family: Arial\">Okay, so that was magazines. What&rsquo;s that have to do with radio?<br \/>\n<\/span><\/span><span style=\"font-size: small\"><span style=\"font-family: Arial\">The bottom line is we&rsquo;re not much better in radio. When someone calls for a rate card, we assume they&rsquo;re going to buy. Many of us only put half the effort into those inquiries as we do trying to turn cold calls into warm calls.<br \/>\n<\/span><\/span><span style=\"font-size: small\"><span style=\"font-family: Arial\">This is NOT an opinion, it&rsquo;s a fact. <br \/>\n<\/span><\/span><span style=\"font-size: small\"><span style=\"font-family: Arial\">At ENS Media Inc., we do marketing audits which include, among other components, mystery shoppers asking for rate cards and media kits.<br \/>\n<\/span><\/span><span style=\"font-size: small\"><span style=\"font-family: Arial\">I&rsquo;m sad to say, 86% of my friends in radio will send rate cards or media kits and never follow up.<\/span><\/span><span><o:p><\/o:p><\/span><\/p>\n<p class=\"MsoNormal\"><span style=\"font-size: small\"><span style=\"font-family: Arial\">Do you have a clear policy and expectation when it comes to following up on bona fide leads?<\/span><\/span><span><o:p><\/o:p><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Do your people do what prospects ask them? I hope not! I became an advertising prospect a few weeks ago when I launched an exciting new product called SoundAdvice. I called four different trade magazines and asked for their rate cards, and they sent them. That&rsquo;s the good news. The bad news? That&rsquo;s all they [&hellip;]<\/p>\n","protected":false},"author":35,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_hide_featured_image":false,"_jetpack_featured_image_duplicate_dismissed":0,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[1],"tags":[],"class_list":["post-252","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Say &quot;NO&quot; to Media Kits - ENS on Sales<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.ensmediausa.com\/ens-on-sales\/uncategorized\/say-no-to-media-kits\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Say &quot;NO&quot; to Media Kits - ENS on Sales\" \/>\n<meta property=\"og:description\" content=\"Do your people do what prospects ask them? 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