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Wayne Ens

Selling To The Audio-Impaired

Virtually every market has them. Those "ad agencies" that are nothing more than glorified graphic artists. They'll push for print and online strategies that naturally lend themselves to the advertiser needing more artwork.

Believe it or not, the "ad agencies" that don't like or understand radio can be a huge source of new revenue for you! Here is the secret: You can be as successful as you want to be, as long as you are willing to let those "agencies" take the credit for your work.

It's hard to sell radio to someone who makes pictures or "graphic design" for a living, but inevitably they'll have a client who asks about radio. And if the designer can't answer their clients' radio questions intelligently, they might lose the entire account. If you are willing to partner with those artists to create, produce, and perhaps even execute a radio campaign, you'll have a friend, and client, for life.

Admittedly, these artists don't warm up to audio advertising quickly. But if you can make them look like full-service "media experts," you can make them, and you, rich.

As a radio marketing professional, you can offer these radio-Neanderthals:
Audio branding strategies
Creative writing
Scheduling strategies
Media-buying expertise

By letting the agency/artist take credit for your work and expertise, you are assured a major part of every buy.
So check your Yellow Pages or your Internet search engines for "marketing consultants" or "advertising agencies" in your market, and strategically begin to position yourself as their go-to radio expert. Don't let your ego recoil at their visual biases, and let them take credit for your work. I guarantee it will pay off for you, your station, the agencies, and their clients.

Contact to learn how the SoundADvice radio e-marketing system can be the tipping point in building station partnerships with boutique agencies and radio-Neanderthal marketing managers who control or influence local businesses' media decisions.

For more articles from Wayne Ens go HERE
Wayne Ens is President of ENS Media Inc and can be reached via e-mail Wayne Ens

(9/13/2013 5:46:15 PM)
uYApgP wow, awesome blog article.Really looking forward to read more. Will read on...

- NY
(9/12/2013 11:29:06 AM)
dM0X62 This is one awesome article.Really thank you! Will read on...

- NY
(9/6/2013 12:10:46 AM)
vcDNnT Thanks so much for the blog post. Awesome.

- NY
(1/27/2013 11:01:42 PM)
Gil: real Madrid will never sell cristiano ronaldo, unless the price 1 billion
<a href=>2012 Total 90</a>
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- gtibsnx
(3/17/2012 10:13:55 AM)
While likely an interesting alternative strategy, it is based on a wild assumption. That being: that a given radio station has the chops to provide a powerful campaign. I'm willing to offer a fairly safe speculation that some stations do - most stations don't. But, what the hell - if it dumps some avails, then why not?

- Ronald T. Robinson

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