(By Loyd Ford) What you are about to read is not a negative article about how radio is better than digital. In fact, this is an article about how digital advertising is different than radio and your role is selling the effectiveness of radio in a positive way and reserving the right to educate your clients on digital.
How effective digital ads are is overblown. Some advertisers have started picking up on this. In fact, some larger global advertisers paused their digital efforts while evaluating some of the untruths they had believed for a decade.
Sinan Aral, the Director of the MIT Initiative on the Digital Economy says, “Brand search ad effectiveness was overestimated by up to 4,100%. A similar analysis of Facebook ads threw up a number of 4,000%.”
WOW! That doesn’t sound like a silver bullet for advertisers, does it?
You know that some advertisers feel more confident to do ‘free marketing’ and to allow their own team to use Facebook and other social media to create cheap (or free) advertising. And there are many digital sellers out there online and some in person to tell them about the new ‘silver bullet.’ Yet, the truth remains the truth: If something seems to be too good to be true, it probably is.
Remember: I’m not the bad guy when it comes to digital. I believe every local radio sales team should have digital opportunities for their clients, but I think your real opportunity is to sell against other digital with educating your clients. Then, you bring them on-board with your digital in addition to their effective local radio advertising.
Digital opportunities are no longer new in the marketplace. But digital also isn’t an alien who has landed on Earth on the 4th Of July to take over mankind and get rid of radio. Radio isn’t like digital; digital isn’t like radio. Radio is well known and certainly our sellers should be pressing understanding about the effectiveness of relationships between our listeners and our radio personalities. Selling radio is about frequency for those who are often in their car on the way to shop or going to see a product.
And it works.
In the future, the most effective sellers will educate clients about more purposeful advertising campaigns where they can and should use the right tools for the right reasons to get ahead and grow market share vs. their competitors.
Clients and potential clients need customers more than ever. Not less. They need sales reps who listen to them and bring valuable solutions. They need sales reps who care enough to spend the necessary time to educate them about what they are buying in digital and all lanes of advertising.
The truth remains: Make yourself valuable to your clients and potential clients, bring consistent solutions, connect with your clients and potential clients and you’ll be amazed how much you can grow your business year in and year out. Yes, even during crisis.
That kind of balanced approach to listening, bringing solutions and constantly educating your clients will absolutely make you a consistent winner.
Loyd Ford consults radio stations, coaches personalities, and provides behavioral and strategic programming to radio with RPC. If you’re on the Clubhouse app, you can join Loyd’s radio pro encouragement group “The Encouragers.” Reach him anytime. 864.448.4169 or [email protected].