A radio story

Wayne Ens is an author, trainer and media specialist.

He writes and distributes Ens on Sales Tips via email.  

His latest tip is well worth the read.

Here is his radio story.

Brian Russell, the COO of Media Distribution Solutions, shared some research about the power of video at the recent Local Online Advertising Conference in New York.

            Their research revealed that having video on a website makes it 53 times more likely to be found on Google, and that emails with videos get 50% more clicks compared to emails without video.

            I have no doubt about the effectiveness of videos online, and a recent trade article about the conference said "The takeaway is that video is clearly the new frontier in capturing attention in your marketing".

            Statistics like this can have local advertisers lining up to spend more money on videos, which often become dated very quickly, at the expense of radio advertising.

            By the way, the company that facilitated this research, Media Distribution Solutions, just happens to produce videos.

            Our TOMA surveys of more than 10,000 consumers reveals that consumers are 444 times more likely to view the website of a business they have heard of versus viewing the site of a business they have not heard of.

           And while video might make a website 53 times more likely to be found on Google, our research and advertiser seminars validate Seth Godin's claim that "It's better to be sought than found" online.

            Being sought by name is the only sure way a business can be found online, and having established a pre-need preference for a business with  a strong branding campaign will always trump any SEO or other online tactics.

            Radio is the proactive media, and online is the reactive media. Advertisers need both.

Establishing a pre-need preference for a business with proactive media will always trump putting all of your eggs in the reactive media basket.

            Step one is to establish a pre-need awareness and preference for a business with proactive radio. Step two is to use video and other online tactics when consumers search reactive media in reaction to their need.

            Let's tell the proactive radio story and not let advertisers put the cart before the horse. 

$24,000 lesson

I got voice mail.

I hit zero to get back to the receptionist to have my party paged.

Call was answered by the shipping department.

Thinking goblins in the phone lines, I tried again.

Same thing.

I mentioned that phone problem to the general manager 6 months ago.

Still happens.

Yet this manager is spending $2000 a month on social media posts.

Facebook and Twitter.

So even if I were to notice the posts, what is the first thing I will do?

Check out the website.

Clunky and busy.

Call?

"Shipping department".

But spending $2000 on social media.

Facebook and Twitter.

And two of your most important points of contact?

Broken.

And it cost you $24,000.00.

And no telling how much business you lost.