Selling Radio Direct with Pat Bryson
The second element for rebounding is the message. As consumer behavior evolves, our messages must evolve also. Already consumers are tired of hearing “We’re all in this together”, “We’ll get through this”. No more somber music. It’s time to focus on the future. What will it feel like when the world returns to normal? People are longing for normal. No one knows what “normal” will be moving forward, but we do know that the public wants to feel safe, they want to feel free to gather together, to worship, to attend sporting events. It may be necessary to tell consumers how each company is sanitizing and keeping customers safe at least for now. Eventually, this will become less important. Our job is to gauge when it is time to move messaging from “We’re in this together” to “It’s safe to shop with us” to “We have what you want.”
This crisis has presented an opportunity for companies to bond with their customers. There has been an upsurge in the feeling of community. We can help our clients to utilize this in their messaging.
Our jobs have just begun. It will not be “business as usual” for a long time. Nevertheless, if we identify the businesses who need our help as they open, create ideas, messages and campaigns for them as the situation evolves, our clients can win and WE can win.
Make your target lists, reach out to those prospects with ideas. Radio has proven to be the “great accelerator”. Now we have the chance to accelerate the world’s recovery with advertising!
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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