Why Advertise? Have we forgotten? | radioinfo

Why Advertise? Have we forgotten?

Selling Radio Direct with Pat Bryson

What's the latest number you've heard for how many advertising impressions bombard us each day?  5,000? 6,000?  A lot, and more each year.  So many, in fact, that it makes us wonder why businesses should continue to spend money on advertising. Why should they join the fray?  Won't their messages get lost?

Maybe we need to take a moment to remember why businesses SHOULD advertise. What does advertising do for them?  What are the basic reasons they should invest their money with us?  Why advertise at all?

In case we've forgotten, here's a basic list of why businesses should advertise:

    •    To create an image in the consumer's mind

    •    To sell products

    •    To get people to come into their store

    •    To increase sales during certain days of the week or month

    •    To create goodwill

    •    To increase average ticket sales

    •    To promote a new location

    •    To retain current customers

    •    To protect their franchise

    •    To enhance employee pride

    •    To introduce a new company

And even more reasons....

    •    To attract new customers

    •    To encourage repeat business

    •    To keep their business top-of-mind

    •    To aid the store's sales staff

    •    To move consumers through the "marketing pipeline"

Today, more than ever, our clients need to invite people into their stores.  It's up to us to remind retailers why they need us. It's up to us to devise marketing campaigns that will cut through the clutter and make them money.  Remember, business goes where it is invited!


About The Author 

Pat Bryson is the founder of Bryson Broadcasting International, a consulting firm that works with radio stations around the world to increase revenue by raising the skill level of their sales staffs. Her client list spans from the United States to Canada, Europe and Central Asia.

Pat has spent her entire career creating a culture of over-achievement for her stations. She began her career in radio sales, becoming one of the highest billing sales people in her market. Her career advanced to General Sales Manager, and then to Market Manager. Since starting BBI 7 years ago, she has helped hundreds of radio stations to find, train and grow great quality sales people and managers.

Pat was the recipient of two prestigious educational fellowships from the Educational Foundation of the National Association of Broadcasters: a fellowship to the Executive Development Program and a fellowship to the Broadcast Leadership Training Program.

She publishes the Bryson Broadcasting International Newsletter twice monthly and is a contributor to Valerie Geller's latest book, Beyond Powerful Radio: A Communicator's Guide To The Internet Age.

You may contact Pat at Pat@patbryson.com or visit her website at http://www.patbryson.com.

Read more Selling Radio with Pat Bryson here and here.


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