Do you have an advertiser who is infatuated with their digital ‘expert’ or agency?
We suggest you ask your client to ask their digital consultant or advisor, “What is the most common word internet searchers use to find your business?”
If they’re honest, the answer won’t be a key word or other SEO tactic. They’ll have to admit that the most common word used for consumers to find them through search is their name or their business name.
You can bet that until they were asked, they did not tell your advertisers about the role of branding & creating pre-search name awareness in driving more online traffic.
There is no substitute for name recognition when consumers search for a business online. And there is no disputing the intrusive power of broadcast advertising in creating top of mind awareness and name recognition.
That’s not to say there is no value to some of the online tactics implemented to capture more leads. But if the advertiser’s marketing has been effective, nothing will trump name recognition.
Our local TOMA (Top-of-Mind Awareness) Surveys consistently validate the power of broadcast advertising to create top of mind awareness and drive more online traffic, leads, and sales.
In his Monday Morning Memo, Roy Williams wrote, “I’ve long suggested that radio stations fund a TOMA study every two years. Few things are as valuable in the eyes of advertisers as these revealing market snapshots.”