It’s Time to Put Media Use Into Perspective

There is no doubt about the explosive growth of digital. But it still has a long way to go to catch up to radio.

We often hear about fragmentation in radio audiences, with some advertisers complaining about there being too many stations in a market. By the way, these same advertisers would be absolutely delighted if a small fraction of the smallest radio audience in town bought from them tomorrow.

Yet I don’t hear the fragmentation complaint in their lust for all things digital.

According to Pew Research, only 65% of adults use social media networks as opposed to the 90% reached by radio each week. And that 65% is spread over Facebook, Twitter, Instagram, Pinterest, LinkedIn and hundreds of other social media platforms.

According to Statista, the statistics portal that compiles data from more than 18,000 sources, radio has a daily reach of 59% compared to the internet reaching 49% of adults daily via smartphones, mobile devices, and computers.

Print lags far behind at 13% daily reach; yet, some advertisers are still attracted to this outdated and costly form of advertising.

And talk about fragmentation…at the time of writing, the internet audience was divided among nearly 1 billion websites (985,440,812 to be exact at time of writing). You can see a live running total of the number of active websites at

The dramatic growth of digital is amazing, especially when reported in percentages, because it wasn’t that long ago when the internet was ‘new media’ starting from zero.

But you need to help your prospects and clients understand the undeniable stability of radio’s reach in an increasingly fragmented media world.

It is conceivable that at some point in the future, digital’s reach could equal radio’s, however many platforms that reach might be spread over. But your advertisers need results from their investments NOW and need to invest directly proportionate to current media reach.

P.S. Click here to inquire how our local TOMA surveys consistently prove the results radio produces for local advertisers.

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Intel’s Loss Can Be Radio’s Gain

Last week the world’s largest computer chip manufacturer, Intel, announced the layoff of 12,000 employees. The company’s CEO said the layoffs were the result of the shift from personal computers to mobile devices.

At the same time, Google says smartphone searches now exceed laptop and desktop searches.

In a field over-crowded by digital-only salespeople, this shift presents a huge opportunity for radio account executives who know how to articulate a proactive radio and reactive digital strategy for their local advertisers.

In the old desktop world, consumers had more time to ‘research’ with key words like who, what, why, when and where. In the fast-paced mobile world, searches are shorter and the most popular search word is ‘where.’

The most effective marketers are adjusting to this change in consumer behavior, reaching out with proactive broadcast advertising to create a pre-need pre-search preference for their brand.

When consumers react to a need by consulting their mobile devices, a lumber store or donut shop, for example, can circumvent their prospects finding their competitors when they ask ‘where is the nearest lumber store’ or ‘where is the nearest donut shop.’

Instead, their proactive on-air campaigns, can persuade consumers to ask their smartphones for a business by name, like, “Where is the nearest Home Depot?” or “Where is the nearest Tim Horton’s?”

Our SoundADvice radio e-marketing system includes the tips and tools you need to help your account executives sell the pro-active radio and reactive digital strategy.

Click here to arrange a free demo of the SoundADvice system.

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A New Logo Will Change Everything?

The most successful brands throughout history, from BMW to Kellogg’s, and from Coca Cola to Ford, General Electric and Mercedes have all improved brands by improving their products, but never changed the icon that symbolized their business.

Every time a new marketing manager or new executive leadership enters the scene, they want to put their mark on ‘the new world order’…even if the image for the old world order was solid and delivered value.

In media, we often tell our advertisers about the value of consistency, yet at every opportunity we go through the gyrations and expense of changing our identity with new graphics. The best companies improve their products, and only resort to changing their logos in extreme cases where their image has been damaged.

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Last week, I sent an email to one of our SoundADvice members, accidentally misspelling the word service, saying, “We are always looking for ways to improve our servive to our members.” While I know how ‘survive’ is spelled, I wondered to myself if my writing ‘servive’ when I meant to say ‘service’, wasn’t a Freudian Slip.

A Freudian Slip is described as “an unintentional error regarded as revealing subconscious feelings.”

Perhaps to ‘servive’ with your accounts, you too should always be looking for ways to provide better service.

In our new SoundADvice sales meeting video series, we suggest that one way to ensure you are super-serving your clients is to review every account at the end of each month, asking yourself these four questions;

1.) What was the last Valid Business Contact (VBC) I made with this client?

2.) When was the last VBC?

3.) What is the next VBC I’m planning for this client?

4.) When will the next VBC happen?

If the answer to question 2 or 4 is longer than 30 days away, you might not ‘servive’ the next time this client looks for ways to cut her budgets.

A Valid Business Contact is any contact which benefits your client. It can be delivering a new idea to increase their sales, reviewing new data you might have about their industry, arranging a strategic marketing partnership or any other service you deliver that strengthens your relationship with your client.

P.S. Our survey of more than 500 radio salespeople revealed that more than 80% of sales people said sales meetings are ‘usually a waste of time’

Click here to arrange an online overview of our SoundADvice video series to make your sales meetings more productive.

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What Do You Compete On?

Rate?  Reach? Frequency?  Creative?  Format?  Personality?  Demographics?

The most profitable, sustainable, and fun area to compete in is to compete on trust.

The three most critical strategies to creating trust are;

1.)    Become known for what you know. Your local prospects and clients today are looking for someone who has the knowledge to help them sort through the various competing media claims, new and traditional.

2.)    Always under promise and over deliver. Just doing what you say you’re going to do, is taken for granted. The winners over-perform on their promises.

3.)    Care about your advertiser’s success. Your prospects know whether you’re calling on them to make your budget, or to help them make their budget.

Our SoundADvice radio e-marketing system brands you as a marketing expert and helps your clients grow their sales. Click here to arrange an online demo.

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