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ENS on SalesENS on Sales is Wayne's weekly media sales tip. You can signup below to get your free copy in your email every week, and you are welcome to view our archives. To request more information please complete the following form:**All requests are submitted only to Angela and Wayne of ENS Media Inc.**
Radio's New FutureRadio’s New Future Jay Conrad Levinson’s Guerilla Marketing, is the best selling marketing series of books in history. His expertise in squeezing the most out of marketing budgets reveals an amazing new truth about advertising. Here is his most recent marketing bulletin. Not very long ago, advertising's main goal was to make the sale, though there are many other goals. But that has changed dramatically with the growth of dotcom companies all over the internet. Today, the goal of much advertising is not to make the sale but to direct people to websites. That does not diminish the power of advertising. Instead, it increases it. Advertising's newest function is to motivate people to visit a website where they can get far more information than can be delivered by standard media advertising. Advertising has become the first step in a permission marketing campaign. It invites dialogue and interactivity with prospects and customers by directing people to websites, by offering free brochures, by generating the kind of action that leads to permission to receive marketing messages. That means the prime obligation of advertising is to motivate an easy-to-take-action. Motivating the action of getting person to click to your website is a whole lot simpler than motivating a person to part with his or her hard-earned money and risk spending it the wrong way Prior to the internet, marketers spent huge chunks of their budgets for rising paper costs, having their messages printed, and more again to deliver those printed messages by carrier or post office. Smart ‘guerilla marketers’ today, invest their advertising dollars in intrusive emotional media to drive prospects to their information on the web….information which is cheaper on the internet than any hard printed hand delivered message ever was. Advertisers today can do much more with less, using radio to drive prospects to their online brochures and ads. P.S. Do your research to learn the household internet accessibility versus daily newspaper delivery in your market and watch those print budgets switch to radio web-driver campaigns!
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