Radio Sales Direct with Pat Bryson
The last thirty days have seen a drastic shift in consumer mindset.
On June 1, Nielsen released a second review of U.S. consumer feelings about COVID-19 and what they intend to purchase. Their first study was done April 30 to May 2. The second was done May 27 to May 29.
In the first study at the end of April, 34% of those studied said they were optimistic about a return to normalcy. In late May the segment deemed “ready to go” rose to 54% Even the most cautious segment, those who would wait to see what happens, dropped from 29% to 11%.
According to Pierre Bouvard, Cumulus Media, “ready to go” equates to”ready to spend”. Those “ready to go” are more likely to make purchases within 30 days. And, those ready to go are heavy AM/FM listeners.
What does this information mean for our clients? NOW is the time to invite customers in.
I’ve talked to several salespeople who are meeting resistance from clients to restarting their marketing.
“We are only able to have 30% capacity due to social distancing. It’s hard to make money not being able to fill my store.”
“There are still too many restrictions on how we can operate.”
“We’ve had to spend money to meet CDC requirements for operating. I don’t have any money left.”
Have you heard any of these? Chances are, yes. “You often need it most when you can afford it least.”
I am aware that businesses have, and are, suffering. I am also a believer that the bold businesses survive and thrive. Consumers ARE coming back. They will go where they are invited.
Not only do potential consumers need to know THAT a store is open, they need to know HOW that store is serving customers, WHEN that store is serving customers. Most stores have changed something in the way they operate: less days, less hours per day, reservations required, safety protocols in place, curbside pickup still operational, delivery still operational. We’ve also noticed that some stores have not updated this information on their social media or search engines. Google search reaps the wrong information. A customer shows up to find the store closed because hours have changed.
What is our part in the reopening? We are the guides. We are the idea people. Don’t let initial “No’s” discourage you. Share the data with your clients as proof that an investment in marketing not only will return their investment but is vital to their recovery. Data provides the logic: our ideas and the messages we create for our clients provide the emotional connection. 90% of decisions to buy are made emotionally.
Talk with your clients. Find how their business has changed. What do customers need to know about that business as they return to the stores. There IS pent-up demand. It’s up to us to direct that demand to our clients. They benefit, we benefit, the economy benefits.
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, is the author of A Road Map To Success In High-Dollar Broadcast Sales and is a contributor to Valerie Geller’s latest book, Beyond Powerful Radio: A Communicator’s Guide To The Internet Age
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