SHARE:  
Bryson Broadcasting International Newsletter

Raising Radio and TV Revenues Worldwide! 
15 February, 2022


The Radio Recipe
Do you know how to mix an effective campaign?
money_sack.jpg
All of us selling radio have encountered the objection that "I tried radio once and it didn't work." Most of the time, the businessperson doesn't remember 1. what station/stations they used 2. what type of schedule they ran and 3. what their ad said. Chances are the reason they THINK their radio didn't work was because they didn't use it properly. For any advertising to be effective we must follow the recipe for success. It's similar to baking a cake. If we fail to execute any of the elements of the recipe properly, we end up with a flat cake.
The Radio Recipe For Success:

  1. The correct frequency (repetition) per week. Science tells us this is usually 21-25 messages in a seven-day cycle. If you are selling a format with a short time-spent- listening, it may take 40.
  2. Enough consistency. This means at least 52 weeks. Many of my stations now sell 3-year agreements. If you want to know the scientific reason for this, email me....or you can hire me to come do a session for your group.
  3. A relevant message. The message must resonate with the listener. It must cut through the clutter and answer the question, "Why should I shop at that store?"

Note: nothing was said about budget in the above recipe. The investment for the ingredients will vary market to market, station to station. The recipe does not. Recipes for baking a cake do not concern themselves with the cost of the ingredients. They simply tell you how to end up with a tasty, beautiful cake. We should be selling SCHEDULES, not BUDGETS!

Following the recipe=Happy clients
Happy Selling!
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 ....
"Most consumers don’t mind hearing from brands as long as it is a solution, where we are not trying to sell something, but we are trying to solve something.” Kelly Frederickson
Learn Some New Skills For 2022 With This Book
What people are saying about this new book:
"I've invested in Pat's books: used them in our weekly sales meetings. Pat's bi-weekly newsletter and advice have been a great source of direction for both our long-time sellers and newbees. Her
'always make it about the CLIENT' approach to media selling, even thru COVID, is what helped our company get thru the outbreak. She's a teacher, a mentor, a friend of media sales professionals literally worldwide!"

Randal J. Miller, President
Miller Media Group/Regional Radio/Hometown Illinois Radio Network
Training week for Williams Media
How well do we communicate? Training session was designed to find out!
Co-workers and clients: Clear communication is important to both.
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.

©Copyright 2022 Bryson Broadcasting International