Bryson Broadcasting International Newsletter
Raising Radio and TV Revenues Worldwide!

15 March, 2019

 

Greetings from BBI!

Today's competitive broadcasting environment means that we all must be better, we all must work smarter. Bryson Broadcasting International (BBI) is committed to helping broadcast organizations worldwide to raise their level of expertise in sales and management.

Our newsletters give you information about sales and marketing that you may use to increase your revenue. We hope that you may find them to be of great benefit to your sales success. Happy selling!
In This Issue
Audio: The Pathway to the Human Mind
The Client's Corner
Words To Live By...
We Want To Help Your Staff Increase Revenue.
Audio: The Pathway to the Human Mind   
Last Fall, Advertising Week published an article on great radio creative. When we plan campaigns for our clients, the three elements that must be done correctly are 1. enough weekly frequency 2. enough consistency 3. a relevant message. The third one, a relevant message, is often not used as effectively as we should. After all, radio's secret weapon has always been "theater of the mind".   
 
Advertising Week's article investigated how the mind processes and retains radio ads. Neuroscientist Pranav Yadav, CEO at market research company Neuro-Insight US,  stated that "audio is unique among media". People can divert their interest away from a video ad, but they cannot close their ears.  And, through theater of the mind, consumers can create their own visuals to make the ad more relatable. This is why the movie is never as good as the book: the characters are never as you imagined them to be. (Think Jamie Frasier in Outlander!)
 
Brad Kelly, managing director of Nielsen Audio, stated also that radio and TV can be complementary. Each enters the neuro pathways in a different way. The audio portion supplements and amplifies the visual.  The message becomes "stickier".  
 
Also discussed was using audio hooks to make ads more memorable. How brands "sound" becomes an important piece of the puzzle in getting them remembered. Yadav explained that the memory does not store things chronologically. It stores moments and uses them to recreate past experiences.
 
Radio can use the power of sound to enhance the campaign results for our advertisers. Are your commercials creating word pictures? 

 The Client's Corner 
  

 
 According to a first-ever Nielsen Study: 44% of Americans are light TV viewers.
 
Light TV viewers represent only 9% of total TV time spent.
 
AM/FM radio reaches 90% of light TV viewers.
 
 
Source: Nielsen PPM March/April 2018 persons 18-49 

 Words to Live By......
  

"More than eighty years after the world's first station was founded, radio is still the most pervasive, accessible, affordable, and flexible mass medium available, especially in the developing world".  

                                                      Bruce Girard            

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. If you would like to discuss your sales training needs, we may be reached at Pat@patbryson.com, or call us at 918.747.8774. Pat will be attending Radiodays Europe in Lausanne, Switzerland 31 March through 2 April. If you would like to schedule a meeting with her, contact us.
 
For more information about BBI, click here.
┬ęCopyright 2019 Bryson Broadcasting International
A little about me.....
Pat a8704 ch
 
Pat Bryson has worked in the radio industry for over 30 years. During that time, she was one of the highest billing sales people in the radio industry in her market. She was promoted to General Sales Manager, managing and training both experienced and inexperienced sales people . Her career advanced to General Manager, where Pat  created a culture of over achievement for her stations.
  
Through Bryson Broadcasting International, Pat now helps her clients to create that same culture of over achievement in their stations.
 
Pat is one of Radio Ink's Most Influential Women in Radio for 2018. 
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