One of the underused keys in radio sales is to really use your benefits of your medium and show them to your client or prospect in a way that will impact their business. I received a stat last week that jumped out at me: The use of radio in a company’s marketing campaign results in a 7.7% higher ROI than when the same companies have done a similar campaign without radio as part of their media mix.
Yes market conditions or competition might have changed. Other factors are at work but that jumped out to me as a powerful stat and benefit of using radio. Not only is it a big confidence builder to myself in the medium but it can show my clients that when used correctly radio WILL and HAS helped other businesses and companies in a major way.
But we have to use those benefits. We can’t just hear them and pat ourselves on the back at what a great job radio is doing and then not mention it to anybody we are working with.
Utilizing and using the benefits that you know exist is paramount to building long term strategic marketing partnerships with your clients and prospects rather than just short term cost driven transactional orders.
The client can take solace in these benefits that radio does belong in the marketing mix. That it will play a beneficial role in everything they are trying to do to make their business churn.
When you find out about great benefits or stats that your medium or specific station/format offers, don’t just high five each other in the conference room when you hear about it. It might as well be a tree falling in an empty forest. Did it really make a noise? Or if it did does it matter because it fell on deaf ears?
Using your benefits today will result in your successes tomorrow. Thanks for reading today and always everybody!
I’m kind of a social guy as well. If you want to link up, laugh, learn, and interact with me pick your poison below! If you need help getting your sales team over the hump I can help with my keynote speeches and interactive workshops.
www.facebook.com/marketingfunwithmike
www.twitter.com/marketingmiker
www.linkedin.com/michaelerudd
Carpe Diem!
Mike
–Mike Rudd is a Sports Marketing Specialist, Author, Speaker, and Hot Dog Extraordinaire! He can be found at www.marketingfunwithmike.com and his books “Hot Dogs, A Little Marketing, and A Lot of Fun” and “When can I KETCHUP and find my Hot Dog Stand?” can be found on Amazon.
