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Filed Under: Hot Topics
Today we begin a six-part series highlighting the advantages of radio as an advertising medium. Our first blog discusses how radio offers both tremendous reach and amazing targetability.
Filed Under: Hot Topics
How does the advertising community perceive your station? Do they understand who your target audience really is? Even if advertisers’ perceptions aren’t true or fair, perception becomes reality and then becomes a potential objection that you need to address.
Filed Under: Hot Topics
Few advertising options have the advantage that radio offers – great reach to a loyal audience with close proximity to their shopping occasions. With radio, an advertiser can reach 92% of the U.S. population(1). Just as important is the fact that these consumers are typically loyal to a specific station. The goodwill that radio has with target consumers is invaluable. Audience loyalty increases frequency, which is very important to advertisers. Loyalty greatly increases the chance that their message will be heard by this continually tuned-in audience.
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This might seem like a stupid question. The Red Sox just won the World Series. The city of Boston held a parade with over one million adoring fans cheering their home-town heroes. Conversely, the Astros finished the 2013 season with the worst record in baseball, losing 111 games. During many games, the stadium was mostly empty of fans.
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Bad Customer Service Costs $83 Billion a Year!
Just last week, I was personally reminded that customer service isn’t dead, and more importantly, good customer service results in sales.
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In the 1890s, the carbonated drink Coca-Cola was introduced. During World War II, Coke announced that it would be anywhere that U.S. troops were. This resulted in Coke developing a global strategy. It’s hard to find any corner of the planet where Coke does not have a presence. This has resulted in unmatched brand recognition.
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The key to a happy client is excellent customer service. With the development of Internet sources, Blackberry technology, and other forms of what I call “quick communication tools,” in today’s business, it is understood how the country and businesses alike have gotten away from the personal touch of communicating with a human being.
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Each year, effective with the October PPM and Fall diary books, updated population numbers are incorporated into Nielsen Audio’s radio audience estimates. Changes within a station’s key demographic can significantly impact its ratings, even if panelists’ or diarykeepers’ listening hasn’t changed at all.
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Let’s face the facts; we would all like to be more successful in our sales careers. Regardless of what our hurdles may be, we can probably agree that we crave more time for our sales efforts. After all, the more time we spend contacting prospects, the more likely we are to get a sale (to use a common sports analogy, “You miss 100% of the shots you don’t take”).
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A good sales person knows the features of their product or service like the back of their hand. They can paint a picture of their company for the customer that makes them sound as grand as the ceiling of the Sistine Chapel. But does the customer want to buy the features of a company? No. They want to know what’s in it for them.
