{"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 “NO” to Media Kits"},"content":{"rendered":"

Do your people do what prospects ask them? I hope not!
\n<\/span><\/span><\/span>I became an advertising prospect a few weeks ago when I launched an exciting new product called SoundAdvice.
\n<\/span><\/span>I called four different trade magazines and asked for their rate cards, and they sent them. That’s the good news.
\n<\/span><\/span>The bad news?<\/span> That’s all they sent rate cards or media kits….. no<\/span> one followed up, no one made a presentation.
\n<\/span><\/span>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.
\n<\/span><\/span>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.
\n<\/span><\/span>Okay, so that was magazines. What’s that have to do with radio?
\n<\/span><\/span>The bottom line is we’re not much better in radio. When someone calls for a rate card, we assume they’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.
\n<\/span><\/span>This is NOT an opinion, it’s a fact.
\n<\/span><\/span>At ENS Media Inc., we do marketing audits which include, among other components, mystery shoppers asking for rate cards and media kits.
\n<\/span><\/span>I’m sad to say, 86% of my friends in radio will send rate cards or media kits and never follow up.<\/span><\/span><\/o:p><\/span><\/p>\n

Do you have a clear policy and expectation when it comes to following up on bona fide leads?<\/span><\/span><\/o:p><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

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’s the good news. The bad news? That’s all they […]<\/p>\n","protected":false},"author":35,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-252","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/posts\/252","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/users\/35"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/comments?post=252"}],"version-history":[{"count":0,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/posts\/252\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/media?parent=252"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/categories?post=252"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/tags?post=252"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}