Bryson Broadcasting International Newsletter

Raising Radio and TV Revenues Worldwide! 
15 September, 2021

Are Your Clients Getting Anxious?
Preparing for the fallout from the Delta variant

Several of my clients have shared with me that their advertisers are getting a bit anxious about the next month or two. As the news trumpets the arrival of the Delta variant, business owners are concerned about what this might do to their businesses' recovery. And, what about the Christmas season?
I thought perhaps it might be a good time to cover once more the reasons that businesses SHOULD and MUST stay the course of inviting customers to shop with them. For the past 100 years, studies have been done after every economic slowdown. Whatever the reason for the slowdown, the studies all came to the same two conclusions:
  1. Those companies who continued to advertise during the slowdown did better than those companies who went silent.
  2. After the slowdown ended, those businesses who continued to advertise saw a much quicker and higher revenue lift.
In a McGraw Hill Study during the 1981-82 recession, companies who cut advertising saw only a 19% increase during 1980-1985. Those companies who continued to advertise, saw a 256% increase. Note that these increases were AFTER the recession ended.
Companies who continue to advertise when their competitors go silent have the opportunity to take market share. Once they have garnered increased market share, when business returns, this increased market share means increased revenue.
Your advertisers need to stay the course. As restrictions come and go, it is even more important that they communicate with their customers HOW they are serving them. Have they gone to take out only? Concierge service? Different hours? Different days open? However they might have had to pivot their business to better serve their customers, we have the perfect vehicles to spread their message to their world.
It's important that we stay in constant communication with our clients. Know how their business is changing. Keep their messages current and relevant. Reassure them that this, too, will pass. The question is: how will their business fare when COVID is a distant memory? The answer is partially in how they respond now.

"Nothing happens till someone sells something."
The Client's Corner
Bryson Broadcasting International is serving our clients in new ways this year. In addition to in-person market visits, virtual sales training and sales meetings are available for your stations! We will customize the materials to meet your individual needs. Once a month, these sessions will be done live with your staff. The Zoom meeting platform allows for interaction and discussion as we teach the materials. It's more important than ever for our sales staffs to have great skills. Good skills are no longer good enough. We can raise the skill set of your staff.

To discuss how we may benefit your revenue department, give us a call at 918.810.3068 or email at Finish 2021 with strong momentum and A+ players!
Words to Live By ....
“Selling is really about having conversations with people and helping them improve their company or their life."
Lori Richardson
Preparing for 2022? Add this to your library
What people are saying about this new book:
“In this time of a rapidly expanding media landscape with increasing layers of complexity, Pat Bryson reminds us that sales is still a people to people business built on personal relationships. The best relationships will endure long after disruptions such as COVID-19 have passed."
Peter Saxon
Managing Editor
Bryson Broadcasting International is proud to be a part of two conferences in September
Pat will be speaking to the Pacific Media Partnership Conference 21 September.

Bryson Broadcasting International is proud to be a sponsor of the Fall Idea Bank convention in Adrian, Michigan

We want to help your staff increase revenue!

We at Bryson Broadcasting International are available to help your sales staff achieve its next level of expertise. We customize our programs to meet your needs. As needed, we make use of interpreters and produce sales materials in your language. Our training options include on line sessions done live for your staff.

If you would like to discuss your sales training needs, we may be reached at,

or call us at 918.810.3068. 

For more information about BBI, click here.

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