May 16, 2013
In 2008, the U.S. real estate market tanked, and took the U.S. economy with it. Radio, like many other industries, suffered as home sales came to a halt. Spending in many sectors of our economy slowed to a snail pace.
2012 saw the start of what many believe is a rebound in the housing market. According to the Commerce Department, new home sales rose nearly 20% in one year, and are at their highest level since 2009. New homes, just 20% of the entire housing market, are an important driving force for the economy. Like new homes, the existing home market is also on a rebound. Existing home sales were up 9.2% and at its highest point since 2007 (National Association of Realtors).
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May 9, 2013
In a world where everything we consume, including advertising to a certain extent, is becoming a commodity, why should a business decision maker choose to work with you? Customer service is one of the key differentiators. Are you doing everything you can to make it easier for your customers to do business with you? The goal is for your advertisers to understand and recognize the benefit of having you on their team.
This week we continue our Hot Topics series on Customer Service Excellence.
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May 2, 2013
Typically, radio stations have been very good at branding themselves to the listeners. This is not an accident, as most stations understand the value of the brand in establishing preferences. However, as an industry, we have done a poor job of branding to the advertiser.
Branding your radio station to an advertiser is one important step in establishing value and getting beyond the CPP battle. In his book, “Romancing the Brand,” author David Martin explains that in the world of product parity, effective branding to the purchaser can establish a higher value and therefore a higher price.
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April 25, 2013
In a world where everything we consume, including advertising to a certain extent, is becoming a commodity, why should a business decision maker choose to work with you? Customer service is one of the key differentiators. Are you doing everything you can to make it easier for your customers to do business with you? The goal is for your advertisers to understand and recognize the benefit of having you on their team.
This week we continue our Hot Topics series on Customer Service Excellence.
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April 18, 2013
As sales people, we often look at an advertiser’s radio schedule and think, “Boy that mix of stations skews too”: Old, Young, Male, Female, Ethnic, or Non-Ethnic.
If a radio schedule over-delivers one segment of the market, then it will under-deliver another segment of the market. The ability to recognize, quantify, and objectively communicate how balanced a buy is can be a tremendous asset in sales.
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