THE REAL POWER OF LOCAL RADIO!
Dave “Giff” Gifford
First, in order for Radio to sell more advertisers, Radio has to prove Radio gets results, shamefully Radio’s most unsold and unmarketed “story”. Why? Simple. Getting results for advertisers is not a priority among Radio’s largest companies. It’s all about cash flow, cash flow, and more cash flow.
Imagine how our business would be today if industry leaders, past tense, had the foresight decades ago to market Radio as advertising’s only ad medium “Famous for Getting Results” . No ad medium has ever made that claim! Why not?
Today, dollar-for-dollar, Local Radio does get better results than any other ad medium. Can’t compete with higher rated stations and/or clusters in your market? The hell you can’t! Locally, getting results blows away all other considerations, including ratings!
The first station in your market to become “famous” for getting results, wins, I guarantee you!
WHATEVER YOU NEED, RADIO CAN HELP YOU! NAME IT!
___ Increased leads!
___ Increased rentals!
___ Increased turnover!
___ Increased deposits!
___ Increased cash flow!
___ Increased credibility!
___ Increased enrollment!
___ Increased table turns!
___ Increased case sales!
___ Increased awareness!
___ Increased stock turns!
___ Increased ticket sales!
___ Increased store traffic!
___ Increased co-op sales!
___ Increased market share!
___ Increased subscriptions!
___ Increased memberships!
___ Increased profits-per-unit!
___ Increased big ticket sales!
___ Increased customer base!
___ Increased weekend sales!
___ Increased vendor support!
___ Increased storewide sales!
___ Increased catalogue sales!
___ Increased repeat business!
___ Increased accessory sales!
___ Increased Interactive sales!
___ Increased occupancy rates!
___ Increased same store sales!
___ Increased department sales!
___ Increased fifth season sales!
___ Increased promotional sales!
___ Increased sales of new lines!
___ Increased private label sales!
___ Increased regular price sales!
___ Increased “loss leader” sales!
___ Increased average ticket sale!
___ Increased special event sales!
___ Increased sales of new brands!
___ Increased national brand sales!
___ Increased sales per square foo!
___ Increased sales of special items!
___ Increased sales of new fashions!
___ Increased postal code penetration!
___ Increased mail and/or phone sales!
___ Increased beginning of week sales!
___ Increased leased department sales!
___ Increased perception among voters!
___ Increased sales of advertised items!
___ Increased trendy merchandise sales!
___ Increased number of web site visitors!
___ Increased number of credit applications!
___ Increased sales of higher margin goods!
___ Increased value of the company's brand!
___ Increased sales of seasonal merchandise!
___ Increased signs of the store's "buzz" appeal!
___ Increased sales of overstocked merchandise!
___ Increased customer satisfaction survey results!
___ Increased attention from the financial community!
___ Increased customer data base via credit card applications!
___ Increased success countering competitive price comparisons!
___ Increased success in getting more floor planning money back!
___ Increased special market sales (military/ethnic/college/global)!
___ Increased sales over last year's weakest sales months and weeks!
___ Increased spillover sales (sales priced item + additional purchases)!
___ Increased evidence of residual sales from expired sales promotions!
Lesson: You are not in the Radio Business, you’re in the Advertising Business! Therefore, your goal should to be offer a “unique expertise” in advertising unavailable from any other media salesperson in your market. How much more money would you make if you could back up that claim today?
Owner/CEO, Dave Gifford International, founder of The Graduate School For Sales Management
at March 15, 2018 2:01 PM PDT
I agree that we are in the advertising business. I have a large client that is NOT doing radio. They are, however, doing an extensive website campaign with us.
The owner of our group says we are in the problem solving business and there is a lot of truth to that. If you solve problems, you are an indespensible resource.
