Let's Put Advertising in Perspective

Bryson Broadcasting International Newsletter

Raising Radio and TV Revenues Worldwide!

1 November, 2021

Greetings from BBI!

Fourth quarter is here.... already! Time to exceed expectations. This edition of the Bryson Broadcasting International newsletter is designed to give you ideas to accelerate revenue for the last two months of the year.

Happy Selling!

What are clients saying about us?

"Pat, your session for the ABU Media Academy training webinar on Sales really hit the mark. The participants from the Pacific found it to be exactly what they needed and some have told me they have already put some of the tips you gave into practice. We look forward to working with you on more Sales Training in the coming months."

Steve Ahern, Head of ABU Media Academy

A Little About Me

Pat Bryson has worked in the radio industry for over 30 years. Starting her career in sales, she was promoted to General Sales Manager, General Manager and Market Manager. She is known as a retail specialist working with direct businesses to raise revenue for her clients. Since forming BBI, she has helped broadcasters in over 15 countries to create a culture of over achievement with their staffs.

Pat was named one of Radio Ink's Most Influential Women in Radio in 2018 and 2019.

Let's Put Advertising in Perspective

What CAN advertising do for businesses?

In their heart of hearts, businesspeople want to run an ad today and have teeming multitudes run into their store tomorrow screaming out our call letters. Since they all start with "K" or "W" in the US at least, customers will find it confusing at best to attribute their arrival to ads heard on our stations. Also, it's not their job to help businesses know how their advertising is working. Customers want to get their needs met in the most expeditious way and go on with their lives.

Measuring traffic flow is the best way to know if advertising is working. Over time, traffic should increase if advertising is effective. Note, I didn't say "sales". Once a potential customer crosses the threshold, it's up to the business to sell them. Often, we get an interested potential customer into the store, but the "friendly, knowledgeable personnel" fail to sell them.

Most advertising is designed to work over time. Why? Because on any given day, the national average for people who are "hot" consumers (those who are planning on buying TODAY) is only 2%. "Warm" consumers (those who are thinking about buying and developing their criteria for a purchase) make up only 8%. That means that statistically, 90% of the population is "cold". They are NOT planning on buying today and aren't even thinking about it.

Our clients seem to think that every time one of their ads airs, everyone within their trade area is wanting to buy what they are selling. Not so.

The main objective of advertising should be to predispose the 90% and the 8% to buying from our clients when they have the need. And no one, not us nor our clients can determine exactly when that need will arise. Advertising's job is to make sure that customers will at least go into our clients' stores or call them, or go online to their websites and give them a chance to serve them. Otherwise, if our clients' names are not in the customer's mental file drawer, they will never see that person. The customer will end up in one of the national chains that does have space in their file drawer.

As we are in the sales process, we need to explain to our prospects how advertising works. The 2%, 8% and 90% also explain why advertising should be consistent and long-term. As advertising professionals, it's up to us to craft campaigns that will work. Higher revenue awaits for our clients and for us.

The Client's Corner

Bryson Broadcasting International is serving our clients in new ways this year. In addition to in-person market visits, virtual sales training and sales meetings are available for your stations! We will customize the materials to meet your individual needs. Once a month, these sessions will be done live with your staff. The Zoom meeting platform allows for interaction and discussion as we teach the materials. It's more important than ever for our sales staffs to have great skills. Good skills are no longer good enough. We can raise the skill set of your staff.

To discuss how we may benefit your revenue department, give us a call at 918.810.3068 or email at pat@patbryson.com. Prepare for 2022 with strong momentum and A+ players!

Words to Live By ....

“The questions you ask are more important than the things you could ever say."

Thomas Freese

Add This To Your Library for Christmas

What people are saying about this new book:

“In this time of a rapidly expanding media landscape with increasing layers of complexity, Pat Bryson reminds us that sales is still a people to people business built on personal relationships. The best relationships will endure long after disruptions such as COVID-19 have passed."

Peter Saxon

Managing Editor Radioinfo.com.au

Buy It Now

Our clients are making headlines, nationally and locally. They serve their clients!

Mandy Choat, Williams Media, Enid, OK was named as a finalist for the Radio Ink Streetfighter award. Congratulations Mandy!

Cheryl Young and Amy Biggerstaff at the Williams Media Color Run to Benefit Breast Cancer Research.

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. Our training options include on line sessions done live for your staff.

If you would like to discuss your sales training needs, we may be reached at Pat@patbryson.com,

or call us at 918.810.3068.

For more information about BBI, click here.