Bryson Broadcasting International Newsletter
Raising Radio and TV Revenues Worldwide!

15 March      

2020

 

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
I Want to Cancel Because of Coronavirus
Words To Live By...
We Want To Help Your Staff Increase Revenue.
"I Want To Cancel Because of Coronavirus"
 
If you haven't already heard this from a client, you probably will soon. Any time a large outside influence threatens to affect business, many clients have a knee-jerk reaction to pull in their marketing efforts.  They are anticipating a decline in business. Some of their fears may be real: some are purely emotion talking. In every crisis, some businesses actually do better. Some feel very little if any effect. Some do see declines.    
 
In talking with my managers this week, they are not seeing cancellations yet. I hope you may not be also. By preparing, we can mitigate damages. We don't need to be alarmists: we do need to plan. 
 
We need to be proactive in anticipating our clients' concerns. How may we prepare?
 
1. Look at categories of business that are likely to be negatively affected: cruise lines, travel agents, vacation destinations, hotels, airlines. Talk with them now, before they make the decision to cancel and discuss options. 
 
2. Look at other categories that MIGHT be affected: restaurants, movie theatres, events. These types of businesses may be anticipating losses that will not happen if they plan correctly. That's where we come in.
 
They may not need to cancel their schedules but they may need to change their messages. This is the perfect opportunity for us to advise them on creating messages that will resonate now with their customers. Do it BEFORE they cancel!  Discuss their options with them for new creative.
 
3. Target businesses that WILL benefit from the crisis. People tend to "nest" when they feel they should stay close to home. They may focus on new home entertainment, pools, spas, furniture. They may indulge their vacation needs by "staycations", things to do close to home that don't involve airline travel or large crowds.   
 
4. Consider sending messages to your clients reassuring them that you will support local business both on and off the air. One of my clients is already airing promotional messages encouraging support of local advertisers.  
 
In every economic interruption, whatever the reason, research over the last 90 years has shown that those clients who continue to advertise will weather the challenge better. As their competitors go silent, this offers the bold company a unique opportunity to increase market share. They can acquire a larger "share of voice" for less money because there is less competition.  
 
Research shows that not only will they do better during the crisis, but when it abates, their sales will go up faster and higher than the businesses who went silent. We teach an entire seminar that offers the proof of these statements. If any of you would like a webinar on this subject, I'd be happy to work with you on arranging one.  
 
Messaging is important. Customers will still buy. If their refrigerator goes out, they will replace it without waiting for the Coronavirus to go away. We need to help our clients to figure out what their revised messaging should be.
 
Remember that after this Coronavirus passes, there will be pent-up demand. Our clients should position themselves to take advantage of that demand.
 
After Katrina, I spoke to the manager of the Clear Channel stations (now I-Heart) in New Orleans. He made a statement I have never forgotten. He said, "Pat, in times of crisis business doesn't stop. Normal business stops. You have to find those businesses who will benefit and work with them."
 
Now is the time when our clients need us more than ever. We can be their lifeline to mitigating the damage bad news and fear can cause. Believe it: share it. This too shall pass.
 Words to Live By......
  
"When written in Chinese, the word "crisis" is composed of two characters: One represents danger and the other represents opportunity." 
                                                          John F. Kennedy                                  

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.  
For more information about BBI, click here.
┬ęCopyright 2020 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 and 2019. 
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