Today's competitive broadcasting environment means that we all must be better, we all must work smarter. Bryson Broadcasting International (BBI) is committed to helping broadcast organizations worldwide to raise their level of expertise in sales and management.
Our newsletters give you information about sales and marketing that you may use to increase your revenue. We hope that you may find them to be of great benefit to your sales success. Happy selling!
How does radio affect the brain? The answer to this question is the secret weapon in our arsenal. Westwood One commissioned some biometric studies to help answer that question. In this study, they found that video produced the least amount of brain activity. Text-based ads brought a bit more brain activity, but audio advertising elicited the most. They credit this phenomenon to the fact that audio is a single-sense medium that allows you to build a picture in your mind. (The movie is never as good as the book!) The evidence suggests that audio can be "an accelerator" for video and print. Radio can enhance what marketers do in the other mediums.
"People buy emotionally and justify it with logic." Our selling messages should elicit an emotional response from the listener. We should write our commercials from the point of view of our customer's customer. Think "benefits" not "facts". Ask your client to write 10 things that people should know about why doing business with them will make their lives better. Making our messages relevant to the lives of our listeners and our client's potential customers will determine, to a large part, the success of our campaigns. The "radio recipe" requires three ingredients: frequency, repetition and a relevant message. Get these integral parts of your campaigns right, and you will rarely hear, "My advertising didn't work"!
Clients' Corner
According to a new survey by Media Audit, radio is the most-used medium among consumers. Surveyed consumers spent an average of 140.5 minutes per day listening to terrestrial radio. That bests internet at 139.7 minutes, 98.6 for broadcast TV and 87.7 minutes for local cable. Media Audit also found that listening was fairly even across demographic groups. Adults 18-34 averaged 138.5 minutes per day, Adults 35-49 listened 142.7 minutes and Adults 50+ listened 140.4 minutes. And, something to pass along to your car dealers, Media Audit found that consumers planning to make a vehicle purchase tuned in more radio than the average listener, clocking in at 160.9 minutes.
Words to Live By......
"The business that considers itself immune to the necessity for advertising sooner or later finds itself immune to business."
Derby Brown
We want to help your staff increase revenue! We at Bryson Broadcasting International are available to help your sales staff achieve its next level of expertise. We customize our programs to meet your needs. As needed, we make use of interpreters and produce sales materials in your language. If you would like to discuss your sales training needs, we may be reached at Pat@patbryson.com, or call us at 918.747.8774.
Pat Bryson has worked in the radio industry for over 25 years. During that time, she was one of the highest billing sales people in the radio industry in her market. She was promoted to General Sales Manager, managing and training both experienced and inexperienced sales people . Her career advanced to General Manager, where Pat created a culture of over achievement for her stations.
Through Bryson Broadcasting International, Pat now helps her clients to create that same culture of over achievement in their stations.
