Radio versus TV Advertising

Radio versus TV Advertising

I saw this line in a story about radio versus television advertising,

Nielsen data shows the typical American has 189 channels available on their TV – and only watches 17.5 of them. – See more at: http://www.insideradio.com/Article.asp?id=2837715&spid=32061#.VBGqOfldXE0

It got me thinking about the way Television advertising has changed.  As a 54 year old, I grew up with just a few channels and networks, ABC, CBS, NBC & PBS plus an independent TV station that is now FOX.  With limited choices, each channel had a pretty large audience.  But with more choices via cable and satellite TV and now web channels, the actual number of local viewers continues to shrink as a percentage of the whole.

Radio went through a transformation a few decades ago too as deregulation by the FCC allowed radio stations in smaller towns to become big city stations.  In Fort Wayne we went from a handful of AM and even fewer FM stations to over 2 dozen radio stations serving Fort Wayne today.

However just because a radio station can be “heard” in Fort Wayne, doesn’t mean it has a significant number of listeners and is worth spending your money advertising on it.

The above quote about TV shows that we watch less than 10% of the TV channels we could watch.  I bet the story is the same with radio listenership.

Try this exercise this week for yourself:

  1. Right now, write down the last radio station you listened to.
  2. Over the next week, keep this paper with you and every time you listen to a radio station, jot down what station you are listening to.
  3. Ask your family and friends what radio stations they listen to.  Odds are they will name between 1 and 4 or 5.  Probably 2 or 3.

When you look at what your friends and family told you along with your own record of your listening, you’ll probably see a pattern and that there is one or two primary radio stations each person listens to most often and the other 20+ stations in Fort Wayne rarely get mentioned if at all.

There are a couple of companies that do what you just did but on a more scientific level. Right now they are doing their Fall Radio Survey of Fort Wayne listenership and at the end of January 2015, we will know the results.

I have a couple of predictions.

The most popular stations from the past couple of surveys will continue to be the most popular stations.  This means the radio station I work for, WOWO will most likely continue to have more listeners than any other radio station in Fort Wayne.

The new radio stations that have sprung up in 2014 will have very limited audiences.  They have done very little to promote themselves to potential listeners and invite people to tune in.

Fort Wayne, being in the heart of the midwest, is slow to make changes in our media consumption habits.

But what about the Radio vs. TV advertising that I started talking about?

TV viewership is being redefined. With so many options to watch a program, Nielsen, the TV ratings company is trying to catch up to the changes that have occurred over the past several years. We watch what we want to watch when we want to watch it and on the screen of our choice which could be something you carry in your purse.

The ability of local advertisers to reach a local audience on television is disappearing. No longer do I have to sit in front of my TV on Tuesday night to watch NCIS at 8pm.  I can watch it later and sometimes do.  There are a couple of shows that I only watch online because they come on too late for me to watch during the week.  With that kind of viewing habits taking over more and more of our screen time, it means less and less viewership for local advertisers.

 

 

 

Planning for 2015

Planning for 2015

2015 is about 6 weeks away.

There really is no reason to act surprised, each of us live by the same calender and clock.

But some are better than others at planning ahead.

It was December 2013 that I started a new position with a return to the radio and advertising business that I have spent most of my life working in since I was a teenager.

So for me, this is a time to review the year and plan for 2015.

What went well, what was so-so, and what didn’t work out?

What are the things I never got around to doing that I want to do in 2015?

These are questions that we can apply to all areas of our lives including our relationships with our spouses, friends, family members, etc.

We can look at our spiritual lives our financial lives, and our health and ask these questions over and over again.

It’s not that the asking will lead to anything, but it is the first step.

We need to evaluate where we are, so we can create a map for our future.

I know this is a very busy time of year.  But if you and I are truly determined to be the best versions of ourselves, it begins here and now.

Take the time, even if it’s a little chunk here and there to plan for 2015.

17 Sales Tips in One

17 Sales Tips in One

From RAB.com:

The Best Practices of Top-Performing Salespeople

Many people wonder what separates a top performing sales person from the rest of the pack. In most cases, it’s because they apply a number of best practices in their daily routine. Here are 17 best practices of top performing salespeople.

1. They set HIGH TARGETS and goals.
Top performers don’t wait for their manager to issue an annual or quarterly quota. They set their own goals that are usually more ambitious than the corporate targets.

2. They carefully PLAN their quarter, month and week, as well as their daily schedule.
Too many salespeople fly by the seat of their pants and only look at the day or week ahead instead of planning their month and quarter. Look at the big picture.

3. They set OBJECTIVES for every sales call.
It is essential to know exactly what you want to accomplish before you make your call (face-to-face or telephone).

4. They ASK high-value questions that probe to the heart of the issue.
Sounds simple but most salespeople fail at this and ask weak, feeble questions. Top performers are comfortable asking tough questions that make their prospect think.

5. They LISTEN carefully to what their prospects and customers say.
You can ask all the questions in the world but if you don’t hear what people say you won’t be able to present the proper solution.

6. They CLARIFY the issue when they are unclear what their prospect means.
People often say things that are unclear and most salespeople assume they know what their prospect means. Top performers take the time to fully understand by asking “What do you mean by that?” or “Can you clarify that for me?”

7. They WAIT TO PRESENT their product, service, solution or idea until they know exactly what their prospect’s situation is.
The majority of salespeople jump too quickly into their “sales pitch,” but top performers are patient and wait for the right moment.

8. They begin every sales presentation with a brief RECAP of their understanding of the prospect’s situation.
Again, a simple concept but one that is greatly ignored by many salespeople. A quick summary of your customers’ situation gives you the opportunity to ensure that your presentation addresses their key issues.

9. They know how to ADAPT their sales presentation if their prospect’s situation has changed.
Making changes on-the-fly is challenging but it is one way to stand out from your competition. Learn how to modify your presentation when a customer’s situation has changed from the time you initially met to the time you are delivering your presentation.

10. They know how to properly and effectively POSITION their product, service or solution.
The vast majority of salespeople fail miserably at this. They talk, talk, talk, but usually end up talking about aspects of their product or solution that have little or no relevance to their customer’s situation.

11. Their sales presentations FOCUS on the prospect.
Most sales presentations focus on the seller’s company, their product, or other trivial information that is of no interest to the customer.

12. They are PREPARED for potential objections.
Top performers anticipate objections and plan their response before their sales call.

13. They always establish the NEXT STEPS.
Decision-makers are busier than ever, which means they are more difficult to connect with. Avoid losing contact with a prospect by agreeing on the next steps after every sales call. Do this in face-to-face meetings and telephone calls.

14. They FOLLOW-UP after the initial call or meeting.
Many a sale has been lost because the sales rep failed to follow up after the initial call. You cannot rely on your prospect or customer to call you; you need to take this initiative. Set this up during your call or meeting.

15. They PROSPECT continually to keep their pipeline full.
It’s not uncommon for sales reps to experience peaks and valleys in their sales. This is usually a result of failing to prospect for new business on a regular basis. Avoid the highs and lows and schedule time to prospect for new business every week.

16. They deal with the DECISION-MAKER whenever possible.
Dealing with people who have little or no buying authority is a waste of time. However, many salespeople fall into this trap because it is easier to connect with people other than the decision-maker. And that may be true. However, in the long run, they end up wasting their time because they don’t close the deal.

17. They look for ways to KEEP IN TOUCH with their customers.
A sale is not a one-time deal. However, you need to find ways to keep your name in your customer’s mind to prevent a competitor from squeezing in. Top performers incorporate this into their schedule and make it a priority.

Incorporate these strategies into your routine and you will quickly become a top performing sales rep, too.

Source: Sales trainer/consultant Kelley Robertson

1st Things 1st

1st Things 1st

From a newsletter I subscribe to, this bit of marketing wisdom:

To Grow Your Business You Need a Marketing Strategy 

“Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.” – The Art of War by Sun Tzu

You Can't Build a House Without a Blueprint.

A Marketing Strategy needs to answer 4 questions:

WHAT are you about?
WHO would care?
WHY will they buy?
HOW will you reach them?

The order is important. If you skip a step, you won’t get to where you need to go.

Start with WHAT and end with HOW.

You’d be surprised at how many people ask me what media to buy, but haven’t thought of what to say to the customer.

Can you build a business without a Marketing Strategy?

Sure. But it won’t turn out as big or profitable as you’d hoped.

If your business doesn’t have a Marketing Strategy, sit down and answer the 4 questions.

Do it now.
Adapted from “You Can’t Build a House Without a Blueprint.”
Original article by CEO of Mad Strategies & Wizard of Ads Partner, Morty Silber
Adapted by Craig Arthur, Wizard of Ads Australia

Beware of “Experts” Who Violate the Basics

Beware of “Experts” Who Violate the Basics

It was weird, really, weird.

Today I’m going to rant.

In my email was a solicitation from a marketing expert wanting to schedule a chat to talk about my inbound call tracking.

There was another one too from a social media consultant that promised to increase the number of followers on my social media accounts.

Then there were several who wanted to increase my web visibility, redesign my site, do a few SEO tweaks, you name it, there was someone out there who wanted to sell me a solution to my online issues.

Big problem, however.

I’m not your typical noob, amateur business person who is clueless about these things.

But each and everyone of these experts apparently are.

If they did a little home work, they would have discovered that I don’t need what they want me to buy.

Oh, maybe I could use their help based on the number of followers, or the missed SEO opportunities that I have not fully developed on my own.

I admit that I could do a better job in a couple of areas if it was important to me.  I have the training and the knowledge and the experience.  I have done the work for an internationally known internet based retailer on the social media side to do everything and more that I’m being pitched.

And if these sales pitches would have just checked me out, they would have seen that I’m smarter than them.

Not an expert, despite what I’ve been called by others.

But depending on who else is in the room, I’m often the one with the answers to the questions with this web stuff.

The basics that these “experts” are ignoring is simple.  Appropriate targeting of their message.  Do a little research on who I am and what I do and I’ll fall out of your funnel.

And when you try and sell me on considering your services for me, you disqualify yourself as having any expertise, and instead fall into another bucket of mine, I’ll simply call  the dumb bucket.

Carry on with your day and if you want a second opinion on any solicitations you receive,contact me.

Turning 30

Turning 30

This weekend my son Josh turns 30 years old.

He’s the middle of my 3 kids and has grown up to be a fine young adult.

I was 25 when when he was born and 5 years ago when he turned 25, I created a post on an old blog that I’m going to recreate today:

 

Once upon a time, a young man named Josh was dreaming about his birthday.

Visions of Birthday Cards Past appeared…

Greeting-Cards-main_Full

 

 There was this one birthday card that Josh’s Dad would buy for him year after year . ( I actually bought about 5 or 6 copies of the same card and would give him another one every year or two)  Here’s what the card said:

“A TRUE STORY… A little boy went to the freezer once and got out a bucket that said ‘Orange Sherbet’ on top. He scooped himself a big cone and took a huge bite. Then instead of closing his eyes and going ‘Mmmm!’ he almost barfed, because it wasn’t orange sherbet, it was frozen chicken fat!!!”

Josh woke up and went to the Frig…

refrigerator-main_Full

and guess what Josh found…

sher_150_orange-grove_l

 

But after all these years, Josh thought, “Maybe it really is Orange Sherbet!”

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And he took a grabbed a cone and shoved it in his mouth.

 

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In less than 2 seconds, his gag reflex kicked in, and he emptied not just the chicken fat, but the entire contents of his stomach all over his 30th Birthday Cake!

 

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Happy 30th Birthday Josh!

Don’t Be Generic

Don’t Be Generic

So you want to be successful in sales and you’ve been told that you have to come up with creative ways to get to the decision maker.

Since you are in the website sales business, you start looking online and to be different, you make your initial contact via the contact page.

You write your email and hit the send button and wait for the doors to open and the money to start flowing.

Why would this work?

Because sales is a numbers game right?  You don’t just one email this way, you send several. Dozens, maybe hundreds every month, every week or perhaps every day.

Yet, no one responds.

This crap doesn’t work, you  say to yourself.  Your boss says you just need to do more and by more, she means send out more of the same generic emails to more and more people.

This is a lousy way to try and make a living.

Here’s an email I received via the comment section on this website of mine:

My name is Jerry and I’m a website designer.  I’m reaching out to see if you’re satisfied with your current website.  Are there any changes or improvements that you’d like to make?  We’re always looking to help quality businesses such as yourself.  I look forward to hearing back from you!

Best Regards,

Jerry Bailey
Top Spot Designs

 

There are so many things wrong with this.  I can tell that this is a cut and paste template that Jerry sends trying to find a fish to bite.

  • Jerry provided no contact info.  My contact form asks for an email address and he registered using a Gmail account.
  • There is no link to the “Top Spot Designs” company.  Sounds like a scam.
  • There is a Top Spot Designs company in New York City that I found because I Googled them.  Their website is just as generic as the email.  Lot’s of fluffy geek-speak, but  nothing of substance.
  • He is a website designer? If I was looking for someone to build a website for my “quality business” I would look for a team, not an individual guy working out of his mom’s basement.  I have no idea where Jerry works but the mystery is off-putting.
  • I am not a “quality business”.  That is such an overused generic term that it is worthless.  If you take the time to go to my website and contact me via the contact page, take a few seconds to personalize your message based on what you discover about me or my business when you are at my website.

Jerry is either a salesperson who will struggle due to his approach, or a website designer who has no idea who to effectively find new business.

Don’t be generic and don’t be a Jerry.

Yes, I Will “Google” You

Yes, I Will “Google” You

You are more than the you that you think you are.

You are also who others think you are.

That is a timeless reality.

We have our own identity, but others have their own opinion or perception of who we are too.

We make an impression by our appearance, by our words, by our mannerisms and others sometimes share their thoughts and opinions of you with others.

All of this sharing was deliberate.  Either someone asked about someone else, or someone expressed their opinion about someone due to their experiences.

The sophistication of the internet has changed this.

You and I are now searchable by people that don’t know us or our friends (or enemies).

While Seth Godin wrote a story that inspired these words I am typing, and you probably should read what he wrote, I am taking a different slant with this article.

I do research as part of my work, and that research includes “Googling”.

What and why do I Google?

I will Google your name, your business, and see where those trails take me.  I will look for you on Social Media Networks like Facebook and LinkedIN.  Sometimes I’ll use a different search engine like Bing or DuckDuckGo.  Often I’ll go beyond the 1st page of results.  Depending on what I find I may dig through 10 pages of results.

Why?  I want to have an understanding of who you are.  I want to learn everything I can about your business.  I want to be informed and these days it is easy to search for information online.

By the way, I also expect others to do the same.  I know there are people trying to discover who Scott Howard is.  The one who also goes by ScLoHo.  That’s me.  Depending on the search engine you use, you’ll find plenty of Scott Howard’s that are not me.  I have namesakes that are doctors, police officers, artists, and even a movie character.

If you want to be sure you are finding me, and not one of the other Scott Howard’s , Google “ScLoHo”.

I want to be found online.

You should want to be found online too.

You can try and hide and lock-down your Social Media accounts so they are not public, but that creates a problem.

The problem is that others will control what is said about you.  Maybe not you, but your namesake, which to someone who doesn’t know the difference, might as well be you.

I encourage you to be visible online. This gives you the opportunity to  help others form a realistic perception and even opinion of you before they even meet you.

Want some ideas on how to do this?

Contact me for a few suggestions.  And remember I’ll “Google” you and expect you to “Google” me too.