Sales Advice From Mary Beth Garber
December 18, 2008 at 7:54 AM (PT)
RADIOCREATIVELAND.COM posted some words of sales wisdom from MARY BETH GARBER, Pres./SOUTHERN CALIFORNIA BROADCASTERS ASSOCIATION. Make sure to pass this along to your sales folks:
* If you need to reach a lot of people to sell them something soon, you need to rethink how you use broadcast media. Both Radio and TV reach more than 9 out of 10 people every week. Realize that virtually all listening to Radio is done live. 45% of TV viewing each day is to DVR’d shows, where playback can happen days, weeks later, and 90% of commercials are skipped. If you want to control who hears your message, how often they hear it, and that they hear it during a period of time that matters to you, you are far more likely to succeed if you count on Radio to deliver that message. (sources: RADAR DEC. 2008, CONSUMER ANALYSIS GROUP SEPTEMBER 2008, and TIVO/POWERPLAY REPORT DECEMBER 12, 2008)
* Did you know that MYSPACE.COM considers Radio the media role equivalent of a social network? They label Radio usage as "Passion," along with myspace.com and other social networks. They label TV as "passive." They call newspaper "practical." If you want your message delivered with an emotional connection, use Radio.
* Ever considered "The Privacy Factor?" If you are selling something intensely personal (plastic surgery, medical conditions, job opportunities, financial solutions), Radio listeners can respond in the privacy of their cars to your ads. This lets you combine the personal connection of human voice with a message that requires a private reaction.