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Bryson Broadcasting International Newsletter

Raising Radio and TV Revenues Worldwide! 
1 April, 2022


We've Always Done It This Way
But should we make changes now?
I was on a market visit with one of my stations a couple of weeks ago. We were discussing how to sell a sports team whose games we carry. Traditional sponsorship offered the choice of day games or night games. Take your pick or buy both. There are many more night games than day games. But, guess what? More people bought day games thinking that "everyone will watch the night games on TV." Since the night games are only carried on cable in that area, my first thought was," How many people have access to the night games on TV?" No one knew the cable penetration in their market. My second thought was, "Why give a choice? Why not package both day and night games into one sponsorship?" You have to buy both. The answer was, "We've always done it this way." In further discussion, I discovered the derivation: the games were carried on an AM daytimer. Until the advent of the translator, they could not carry night games. When the translator made night games viable, they simply added another package instead of integrating night games with the day games.

I was reminded of the old story about roasting a turkey. The daughter watched her mother prepare the turkey for the oven all during her childhood. The first step was to cut the end off the turkey. When the daughter grew up and began to roast her own Thanksgiving bird, she began by cutting the end off the turkey. Finally, her husband asked her why she did that? She said, "Because that's the way we've always done it." When his in laws came for Thanksgiving dinner, her husband asked her mom why she cut the end off the turkey. The answer: because that's the only way it would fit in the roasting pan she had.

Maybe it's time we examine how we sell our products. When was the last time you evaluated all your sponsorships, rate cards, programs, and events to see if they make you money? Is there a better way to sell them? Do the rates need to be increased? Decreased? Do certain shows/programs/events even need to be continued? Let's make sure that we aren't cutting the end off the turkey simply because "we've always done it that way." Business evolves and changes for our clients. It evolves and changes for us too. 2022 is the year to rebuild, to recover, to move forward. Evaluating our structures may be a good place to start.
The Client's Corner
Bryson Broadcasting International is serving our clients two 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. Succeed in 2022 with strong momentum and A+ players!
Words to Live By ...

"To improve is to change; to be perfect is to
change often.” Winston Churchill
Accelerate Revenue in 2022 With This Book
What people are saying about this new book:
“Read it! Loved it! We are taking the entire sales staff at our radio stations through a chapter by chapter study."

Mark Hill
Small business owner at Scrips 911
Ozark, MO
Williams Media raised over $11,000 for charity
Enid gala 3
Yes, there was a diamond in the champagne!
Enid Gala
A good time was had by all!
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 online 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.

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