Bryson Broadcasting International Newsletter
Raising Radio and TV Revenues Worldwide!

1 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
Our Brain on Radio
The Client's Corner
Words To Live By...
We Want To Help Your Staff Increase Revenue.
Our Brain on Radio
 
"I can't measure radio advertising." Ever heard that? Radio results can be hard to trace because we reach consumers even when they don't know they are being reached.  The messages filter into our brains, lodge in the appropriate "file drawer" and stay there until we need to retrieve the information. So, by that time, it's hard to attribute shopping at a particular store or buying a particular product to something we heard on the air.  Now, however, we have factual data that proves that our greatest weakness is really our greatest strength.
 
Mindshare, Neurensics and a Dutch radio station released the results of a study on how radio advertising works on the brains of consumers. They found that commercial messages absorbed subconsciously while listening non-consciously are capable of creating brand associations that last long after the advertising itself is forgotten.
 
98% of what enters the human ear is absorbed non-consciously. 25 test subjects aged 20-49 had their brain activity scanned while they were being exposed to radio ads. The subjects were told they were participating in a language study and were instructed to do several tasks. Some were simple, but others were more difficult.  These difficult tasks required concentration and relegated the radio listening to more of a background activity and thus created non-conscious listening.  
 
The study concluded that the way in which a radio commercial message enters the brain determines how it is processed.  While listening consciously, the listener is more likely to listen critically.  When listening non-consciously, while the brain is distracted, the message is more likely to "soak in" uncontested.  The commercial message does register. Background listening is effective in reinforcing and strengthening existing brand associations and can influence brand selection.  Call-to-action messages will be more impactful when consumers are consciously listening.  
 
Radio works!  We just don't always get the credit we deserve! 
 
 
 The Client's Corner  
  
  Good advice from Richard Feynman:
  • Read everyday
  • Spend time with nature
  • Ask questions
  • Never stop learning
  • Don't pay attention to what others think of you
  • Do what interests you the most
  • Study hard
  • Teach others what you know
  • Make mistakes and learn
  • It's OK to not know things             
 Words to Live By......
  
 
 "Sales people should take lessons from their kids. What does the word 'no' mean to a child? Almost nothing."  
                                                Jim Rohn                                
 

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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Our Clients

            

enid staff
 
 Sales training in Enid, KOFM, KGWA 

Our Clients

            

Shine Edmonton 2
Shine FM and The Light sales team, Edmonton, CA