Bryson Broadcasting International Newsletter

Raising Radio and TV Revenues Worldwide! 
1 September 2020


How Many Ads Must I Run?
It's the age-old question
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"How many ads must I run? How many week/months must my advertising schedule continue?"

We bump up against these questions on a daily basis. Especially now, as our clients are thinking more short-term and are concentrating on budgets, being able to answer these questions is paramount. We want to create campaigns for our clients that will produce results, that will help them to regain and increase revenue.

We should not be concerned about budgets. (Really?) We should be concerned about schedules. We should SELL SCHEDULES NOT BUDGETS. Our clients rarely understand how to use radio effectively. They have no idea what they SHOULD invest with us. Or, they have a wrong idea because we've allowed them to spend too little in the past. We are often too timid to ask for the investment required to fuel an effective campaign.

This is not a new discussion. In 1885, Thomas Smith wrote a guide called "Successful Advertising in 1885". His ideas still have relevance today, especially in the crowded marketplace in which our clients operate. He referred to print media, the dominate vehicle in that age. Maybe it's a little outdated, but you will get the message: Repetition sells!

Here's what he had to say:
The first time people look at any given ad, they don't even see it.
The second time, they don't notice it.
The third time, they are aware that it is there.
The fourth time, they have a fleeting sense that they've seen it somewhere before.
The fifth time, they actually read the ad.
The sixth time they thumb their nose at it.
The seventh time, they start to get a little irritated with it.
The eighth time, they start to think, "Here's that confounded ad again."
The ninth time, they start to wonder if they're missing out on something.
The tenth time, they ask their friends and neighbors if they've tried it.
The eleventh time, they wonder how the company is paying for all these ads.
the twelfth time, they start to think that it must be a good product.
The thirteenth time, they start to feel the product has value.
The fourteenth time, they start to remember wanting a product exactly like this for a long time.
The fifteenth time, they start to yearn for it because they can't afford to buy it.
The sixteenth time, they accept the fact that they will buy it sometime in the future.
The seventeenth time, they make a note to buy the product.
The eighteenth time, they curse their poverty for not allowing them to buy this terrific product.
The nineteenth time, they count their money very carefully.
The twentieth time prospects see the ad, they buy what it is offering.

The recipe for successful radio advertising is 1. enough repetition weekly to reach a minimum exposure threshold of three, 2. long enough (at least 52 weeks) and 3. a relevant message. When all of the elements are in place, radio campaigns will move our clients forward. Our goal: To hear, "My radio advertising is working great!"
The Client's Corner
Radio usage has not felt negative results from the COVID upheaval. According to the post-pandemic "Share of Ear" report from Edison Research, broadcast radio accounted for 76% of all ad-supported audio time spent in the second quarter 2020. The same quarter in 2019 showed a 78% share. Shares of ad-supported Pandora, at 8%, and Spotify at 4%, are unchanged from last year. AM/FM radio's audience share is 10 times bigger than the former and 19 times larger than the latter. Ad supported SiriusXM (only its spoken word channels) was up to 4% from 3%.
Words to Live By ......
" Good advertising does not just circulate information. It
 penetrates the public mind with desires and belief."

Leo Burnett
Add this to your library
What people are saying about this book:
"Pat Bryson nails it! As one of the top sales trainers in the world, her words are gold. If you sell for a living, you will benefit from her techniques!”

-Valerie Geller, Author – “Beyond Powerful Radio: A Communicator’s Guide to the Internet Age”; Broadcast Consultant/Training – Geller Media International
Business is re-opening!
Enid sales Aug 2020
Training continues at Williams Media
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Sales meeting
Neither rain nor snow nor dark of night nor COVID shall keep us from meeting together to brainstorm ideas for clients.
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 918.810.3068. 

For more information about BBI, click here.

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