home
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.**
Broadcasting's Tipping Point© by Wayne Ens
Imagine you own a moving and storage company. Choose one of the following two strategies to grow your business; 1.) Be listed in the Yellow Pages with all of my competitors and hope those who come to the Yellow Pages choose my ad over my competitors,
2.) Run an intrusive media campaign to pre-empt my prospects searching the Yellow Pages directory of my competitors and create an awareness and preference for my business.
I think we know which strategy you would choose, and wecertainly know which one would be most effective.
Years ago, when we were fat and lazy, we were content to let the directory of ineffective marketers, the Yellow Pages, eat our lunch! The Yellow Pages took more revenue out of our local markets than all broadcasters combined….but we didn’t care because we had huge profit margins.
Now we’re at a tipping point. Consumers are abandoning searching the Yellow Pages in favor of searching the internet if they can’t think of a business in a given category, like a moving and storage company.
So allow me to ask the question again… You own a moving and storage company, which of the following strategies are you going to base your growth upon in the new economy?
1.) Pay Search Engine Optimizers to increase my odds of being among the top ten listings with my top competitors.
2.) Use intrusive media to drive prospects directly to my website rather than have them conduct a search which will reveal my competitors.
Ladies and gentlemen, we are at a tipping point in broadcasting. We can:
a.) Learn how to sell the value of top of mind awareness, and driving customers directly to marketers’ websites, or,
b.) Let the search engine people take the billions of dollars Yellow Pages have been taking out of our local markets when consumers search for businesses they’ve never heard of.
There are numerous advantages to strategy ‘a’, not the least of which is, it works better. Just as importantly, advertisers follow each other like sheep….get one on board with you and their competitors will follow. Most local businesses found themselves in the directory of ineffective marketers because, “that is where my competitors are”…..the exact reason they should NOT be there!
Maybe now that we have more competition and we’re not so fat, we won’t make the same mistake with our search engine competitors that we did when the Yellow Pages snuck up on us!
Smart marketers will drive people directly to their websites rather than count on the luck of the draw when prospects Google a page listingtheir top competitors.
P.S. If your account executives don’t know how to persuade local marketers to use the power of intrusive media, over the Yellow Pages or Google/Yahoo, contact wayne@wensmedia.com. We can help!
|
Author Profile |
marketing & motivational consultants
Welcome
