Understanding the Marketing Channel

Selling Radio Direct with Pat Bryson

Every time a new product is introduced, potential consumers must move through the Marketing Channel. 

The stages are Unawareness, Awareness, Comprehension and Image, Attitude and Action. 

Remember the first tablet that was introduced?  You were probably asking yourself: What is an I Pad? What does it do? Why would I want one? How would I use it?  

Through your contacts with information about the product, you eventually got your questions answered and either bought one or you didn’t. And, those answers might have come from many sources: advertising of various sorts, word-of-mouth, personal contact with the product. Today, consumers usually experience six “touches” before they buy.  

When we approach a new prospect, that prospect must also move through the Marketing Channel.

Although they may know our radio station, they may not know us.

We are the liaison, the face of our companies. Our prospect is again asking himself: “Who is this person? Why would I give them my time? My money? How will it benefit my business or me if I do?

Through the sales process we employ, we move our prospects through the channel to a positive conclusion. If they believe the reward of working with us outweighs the risk of doing so, their action will be to buy our campaigns.  

The questions we ask in Phase Two, the information we gather, the campaigns we create to solve our clients’ problems will determine our success with these prospects. Remember, it’s about them, not about us!  

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.

You may contact Pat at [email protected] or visit her website at http://www.patbryson.com.