Out of the Way Places

Local radio, TV, coupon envelope, Yellow Pages and newspaper salespeople in your market have beat main street retail to death.

But there is radio money hidden in the out-of-the-way industrial and commercial corners of your market.

Many factories, warehouses and other non-traditional retail establishments have something to sell to the public.

Simply drive around those areas looking for their signs. You’ll see small signs in some windows saying things like ‘Open to The Public on Saturdays”

or ‘Wholesale and Retail’ and ‘Factory Outlet’.

Many have occasional product over-runs, discontinued lines, scratch and dent items, or simply need to clear product to make more room. Others will delight in being able to sell to the public for higher prices than they can capture in the wholesale market.

You’ll also see ‘help wanted’ signs in businesses that you can sell recruiting campaigns to.

There are a number of advantages to going where your competitors have not tread.

One is, you won’t get beat up on rate. These businesses are usually shocked at how low your rate-card rates are.

Another is, they’ll get amazing results. Your audience is always looking for bargains, and are delighted to hear about the savings at these factory locations.

You might even consider creating a Factory Outlet Directory or Warehouse Sales Directory on your website for these out of the way places.

These aren’t easy sells, because most of these businesses have not advertised in the traditional sense, and have no ad budget.

But when you do sell one, they’ll get results, and you’ll have a client for life!


P.S. Click here to arrange an appointment to discuss how our TOMA (Top Of Mind Awareness) surveys and seminars can also help you find new revenue sources as well.

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Stop The Madness!

Imagine you have never done business with me before, and I approach you with an exotic sports car I have for sale. I tell you the car is ‘valued at’ $100,000, but I’m only asking $50,000.

What are you thinking?

Probably one or more of the following;

1.)  Who or what makes the car ‘valued at’ $100,000

2.)  Why are you knocking $50,000 off of the alleged value?

3.)  Is it stolen? Is it defective?

4.)  If you are ‘asking’ $50,000 less than the value, I’m sure you’re open to a lower offer.

5.)  If it sounds too good to be true, it is too good to be true.

We often see radio presentations claiming a value that is so far greater than the ‘asking’ price, that the offer is not credible.

Here is the thing; when you make a presentation, do you prove and validate the value you claim?  And, when you offer your campaign at a price lower than the alleged value, do you justify that discount?

Or, do you just leave your prospect thinking;

a.)  You’re desperate

b.)  You have misled them and inflated the value

c.)  You have no confidence in your rate card or your value and you’ll do or say anything just to get an order.

Do you want to improve your closing ratios and the size of your average order? It’s all in the way you present your value. Click here to discuss how ENS Media can help you make bigger, better, and more believable presentations.

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Why Don’t You Believe in Advertising?

How long would I have to listen to your station before I heard a promotion for Facebook? … “Follow us on Facebook, see the details on our Facebook page”.

Radio advertising works. Facebook has probably been promoted on radio millions of times across the land and look how successful they’ve been.

Now, how long would a business owner have to listen to your station to hear another business owner’s testimonial about the power of radio, or a great spot for a recent piece of research proclaiming radio’s steadfast reach in spite of the growth of digital media and traditional media fragmentation?

Maybe you’re one of those advertisers who finds advertising to promote radio, “hard to measure”… nay-nay!

Every time we persuade one of our station clients to begin running great advertiser testimonials, or pro radio spots, their phones ring with leads… how much ‘measurement’ do you need?

Can you imagine the impact over time if every station in the country ran creative pro-radio campaigns? Or don’t you believe radio works?

I, for one, know it works. When will you start to reap the benefits of promoting radio advertising on air?

By the way, I’m sure you’ll find the cost of advertising on your own station, quite reasonable… LOL.

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In case you missed it, a panel discussion at last week’s NAB Radio Show destroyed a number of myths about radio;

  • Myth: “AM/FM radio has very low weekly reach” (Fact: A perception of 64% vs. 93% in reality)
  • Myth: “TV is the way to reach millennials” (Fact: AM/FM radio has a weekly reach of 93% among 18-34-year-olds, compared to 73% for television)
  • Myth: “Audience shares of Pandora and Spotify are almost equal to AM/FM” (Fact: AM/FM radio shares are 8 times that of Pandora and 19 times that of Spotify)
  • Myth: “In the world of the connected car, the number one thing people do is stream online radio on their smartphones” (Fact: AM/FM radio owns a 71% share of in-car audio time among those 18+)
  • Myth: “No one under 35 listens to AM/FM radio any more” (Fact: Nielsen statistics show that millennials account for the largest AM/FM listening audience at 67 million)
  • Myth: “Six out of 10 agencies/marketers believe radio listening is dropping” (Fact: From July 2015-July 2016, radio listening was up 5% for persons 18-34, 6% for those ages 25-54 and 5% for persons 18-49)
  • Myth: “Today’s optimal media plan: Put all your money into mobile and social” (Fact: The Advertising Research Foundation’s Optimal Media Mix proposes a media mix of 78% traditional and 22% digital)
  • Myth: “There’s a total lack of ROI and sales lift evidence for radio” (Fact: The average Nielsen Return on Advertising Spend: $8 for every $1 spent on AM/FM radio)

Are you destroying these myths in your market?

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Beating the ‘New’ Radio Competitors


Rapidly changing technology means that everyone from Pandora to Facebook and from SiriusXM to YouTube will be increasing their efforts to cultivate terrestrial radio’s biggest revenue source, local advertising.

In a recent Citi Global Technology Conference in New York, Pandora’s Tim Westergren, admitted the one thing Pandora will never be able to do, is to be live and local and part of the fabric of every community. “Their kids play on the softball team with the local radio rep. It’s an insular industry, and we’ve got to crack into that,” said Westergren.

Are you taking those live local connections for granted or are your people held accountable for strategically managing their local networks?

Are you winning local loyalties by default, or do you have a strategic plan for people on your team to become the go-to marketing expert for each and every club, association, network and clique in town?

Never has networking, online and in person, been as important to your sales as it is today.

Our SoundADvice membership includes access to a new nine-minute training video every two weeks for one full year, including one on The Four Keys to Effective Networking.

Click here to arrange an online overview of how a SoundADvice radio e-marketing membership can help you solidify your local profile and increase your local direct revenues.

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