{"id":951,"date":"2015-04-22T21:29:19","date_gmt":"2015-04-22T21:29:19","guid":{"rendered":"http:\/\/www.wensmedia.com\/ens-on-sales\/?p=951"},"modified":"2016-02-05T18:11:54","modified_gmt":"2016-02-05T18:11:54","slug":"is-small-the-new-big","status":"publish","type":"post","link":"https:\/\/www.ensmediausa.com\/ens-on-sales\/uncategorized\/is-small-the-new-big\/","title":{"rendered":"Is Small the New Big?"},"content":{"rendered":"

We all know there are different types of buyers and buyer styles in every business category. You can see this in the way candles are marketed.<\/h4>\n

The other day, I made a call with one of my station client’s salespeople on a unique little candle boutique, way off the retail beaten path. My clients know I love going on calls, because all three parties — me, the radio account executive, and the advertiser — always learn something.<\/h4>\n

That’s all this specialty shop sold was candles, and accessories for candles, and they’ve had to expand their countryside real estate three times in recent years to keep up with demand.\u00a0 I am certainly not a candle aficionado, but I know my wife buys candles at the one-stop shops that sell everything from aspirins to groceries and from cutlery to candles.<\/h4>\n

But here is the thing. The candles I saw at the candle boutique were selling for 10 and 20 times what Angela pays at the one-stop shops.<\/h4>\n

It made me think about radio’s business models. Sure there are buyers for one-stop media shops; radio stations that offer everything from radio “clusters” to Web banners, and from SEO to print, special events, and more.\u00a0But what about a radio specialty shop? A radio station that did radio so well, some buyers would be willing to pay more for their advertising? A radio specialty shop that would be a pleasure to work with, would generate superior results, and that advertisers would seek out.<\/h4>\n

A radio specialty shop could also sell radio accessories. Accessories like superior creative, listener and customer research, musical identity packages, and superior service.<\/h4>\n

There is most certainly a market for one-stop media companies, where stations can do a good job at everything, but not a great job at anything…what’s the old expression, “A jack of all trades, but master of none”?<\/h4>\n

It seems to me, however, there is also room for a radio specialty shop; one with superior craftsman that delivers a superior product for which they can charge a premium. I, for one, think it might be more fun to work there.<\/h4>\n

Wayne Ens of ENS Media Inc., is the producer of the SoundADvice Radio E-Marketing System and can be reached at wayne@wensmedia.com<\/a><\/h4>\n","protected":false},"excerpt":{"rendered":"

We all know there are different types of buyers and buyer styles in every business category. You can see this in the way candles are marketed. The other day, I made a call with one of my station client’s salespeople on a unique little candle boutique, way off the retail beaten path. My clients know […]<\/p>\n","protected":false},"author":2,"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_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-951","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"yoast_head":"\nIs Small the New Big? - 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\/is-small-the-new-big\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Is Small the New Big? - ENS on Sales\" \/>\n<meta property=\"og:description\" content=\"We all know there are different types of buyers and buyer styles in every business category. 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