Bryson Broadcasting International Newsletter

Raising Radio and TV Revenues Worldwide! 
15 July 2020

Doing Business in Two Worlds
What must businesses know moving forward?
closing the circle
If there's one thing that the COVID crisis has made crystal clear, it's that businesses today must be prepared to serve their clients in two universes: a bricks and mortar universe and a virtual universe. Many businesses were not ready to do so, and some still aren't.

Over the past few years, many clients did move their advertising dollars into the digital space. It was the "shiny new object". Slowly, we have seen dollars moving back into "traditional" media, especially radio. Why? Because relying only on their digital advertising didn't work as well as they thought. Often times, they got "likes" but no sales. In the final analysis, it's all about sales. Which form of advertising would move the revenue needle? They all can, if done properly. And, if the client is prepared to capture potential customers as they contact their business and turn them into sales.

Before COVID, we began talking to our clients about CLOSING THE CIRCLE. Here's what happens many times: a digital strategy that may include social media posts, Adwords, SEO, SEM or Geofencing, has been employed to send potential customers to our client. Most of the time the potential customer is directed to their website. As you may have discovered, many of our clients' websites are not very good. They are not engaging. They are difficult to navigate. Some are not even mobile-ready. So what happens when a potential customer arrives on your client's website? We ask our clients, "What do you want them to do?"

"Can they buy off your site?" (Usually a small percentage of our clients do e-commerce.)
"Do they call you?"
"Email you?"
"Fill out a contact form?"
"Come into your bricks and mortar store?"

When you ask your client these questions, they may stare blankly at you. THEY HAVE NO IDEA HOW TO CLOSE THE CIRCLE.

To be successful today and tomorrow, you must operate in both the virtual and the physical worlds. And, your marketing must tie the two together. You must close the circle. You must develop ways to have one-on-one contact with the potential customer's money.

Radio is an accelerator for digital, TV, newspaper. Used correctly together, we can increase results for our clients. The more we know about how to coordinate both the virtual and the bricks and mortar worlds, the more help we can be to our clients. We become their "go-to" person for all things marketing.
It begins with closing the circle. Do you know how?

Note: Closing the Circle Graph was created by Cheryl Jowitt, Rebel Media. My thanks to her for turning the concept into a visual.
The Client's Corner
Big Mobile and AdsWizz working together have implemented technology that tracks unique visits to a retail location from specific audio ad campaigns. They recently did their first campaign with a major Australian brand. The system measured more than a 90% lift in foot traffic to their retail locations when individuals listened to their audio ads. The technology tracks a common device ID during the in-app audio session and then tracks that against device ID's entering the advertiser's store.
Words to Live By ......
"Customers don't care at all whether you close the deal or not. They care about improving their business." 
Aaron Ross
Add this to your library
What people are saying about this book:
“If I were going to write a sales book, this is what I would want to have written. I’ve studied radio sales for 50 years, and this brings all that wisdom into one place-a real resource for new and experienced radio salespeople”

Glenn Smith
Managing Director, Radio Bay of Plenty – Whakatane, New Zealand

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