Current Issue:

August 18:
Focus On Independents
Digity CEO Dean Goodman

Click here to subscribe to Radio Ink.

Radio Ink Writers

Radio Inspires, Internet Informs


Your clients and prospects arent hearing much about radio these days. The trade publications they read and the industry association conferences they attend are all featuring shiny new-media "gurus," leaving the impression that traditional media are dead.

And frankly, the SEO (Search Engine Optimization) social and mobile media worlds are changing so rapidly, its impossible for anyone to really claim to be a "guru" and local advertisers are confused by all of the jargon.
These gurus would have you believe were experiencing a media revolution when, in reality, were experiencing a media evolution, where the Internet is simply electronic print, replacing everything from phone books to brochures, and from printed coupons to newspapers.

Radio account executives who understand that the marketing communications game has not changed, only the names of some of the players, are successfully converting previous print budgets into a broadcast and digital mix.
One of the tools our station clients are using to capture more 52-week radio campaigns is the ENS Media Marketing Funnel. Learning to articulate and present our Marketing Funnel helps advertisers to sort through the new media hype and to develop a strategy where radio fuels their digital marketing efforts to the exclusion of print.
The marketing funnel explains the process of how consumers move from unawareness at the top of the funnel, to awareness, and from recognizing a need to establishing a brand preference, and from purchase intent to purchase at the bottom of the funnel.

To understand the marketing communications funnel, we must first understand two underlying marketing communications principles:
          1.) The roles of emotion and logic in consumer behavior.
          2.) The unique compatible roles of intrusive media and passive media.

Emotions First
Consumers seldom understand their purchase behavior. They believe their purchases are logical, rational, and well thought out, but seldom is this the case.

In reality, consumers buy emotionally, from the heart, first and only justify their purchase decisions rationally and logically. In our Winning the New Media Economy advertiser seminars I explain it this way:

I want a classic 1967 Mustang convertible for nostalgic or heartfelt reasons.thats the car the rich kids were driving around the high school, tunes turned up loud, spinning the tires and turning young girls heads, when I had to drive our rusted-out farm truck to school.

"Of course, when I find my Mustang, Im not going to tell my wife I want to spin the tires and turn young girls heads. Im going to rationalize my decision, search the Web, and declare the ragtop is an investment.' Its a classic that can go nowhere but up in value!

Ill buy the Mustang from my heart, but justify it with my head.        

Intrusive Media First
Passive media are those that require you to consciously stop what you are doing and actively seek out before they can influence you. Passive media are primarily print, brochures, websites, and yellow pages. You must already have an awareness of, or have identified a need for, a product or service before you will take time to search for and absorb the passive media message. 

You wont search the Web or yellow pages for a tire store if you dont need tires, and you certainly wont take time out of your busy day to read a tire ad if you dont need tires.

Intrusive media, on the other hand, are those media which reach and influence consumers while they go about their daily activities, be it driving in their cars or watching TV. Only intrusive media, primarily radio and TV, can penetrate the consumers thoughts before they are in the market for a product and before they have entrenched opinions and brand preferences.

The passive media can only reach people who are ready to buy. In reality, however, you wont be part of the passive media search, if youre not in the funnel. Its too late to create a trust or preference after consumers are ready to buy, but you need the passive media to justify and rationalize the consumers buying decision.

The Perfect Bundle: Radio Inspires, Internet Informs
Marketing influence begins at the top of the marketing communications funnel, moving consumers from unawareness to need recognition, then down to brand preference and purchase. Businesses that dont capture consumers at the top end of the marketing funnel, cannot be one of the finalists considered at the purchase end of the funnel.

Consumers enter the top end of the funnel emotionally, and almost unknowingly, while they only search passive media when they are ready to buy; after intelligent marketers have already created an awareness and preference for their products.

Radios intrusiveness can influence consumers at both the entry of the funnel and at the purchase end of the funnel.  

In a perfect world, your advertisers do not want their prospects to search for what they sell online because that search reveals all of the competitors who sell the same thing. What they really want is for prospects to have such an awareness and preference for their business that they search for that businesses name rather than searching the category generically.

Radio account executives who become marketing communications experts can persuade their prospects about the strategic importance of radio, using this Marketing Funnel.

Wayne Ens is president of ENS Media Inc,  producer of the SoundADvice radio e-marketing system and the Winning in the New Media Economy revenue development system. He can be reached at

(8/23/2014 6:14:46 AM)
Nike San Francisco 49ers White Color Blank Elite nike air max 97 camo for sale is one of the most popular San Francisco 49ers Nike. It's high quality and best price.
Nike Air Max Sale Online

- Nike Air Max Sale Online
(8/22/2014 7:57:57 PM)
Best foamposites prm cheap air max shoes with free shipping,newest jordans Review 2010.
Wholesale Nike Shox

- Wholesale Nike Shox
(8/22/2014 12:05:18 AM)
Je me souviens une fois lu un article parlant de texte (et) cuir (harmonique) nuire à l'effet que, en ce moment à la génération d'âge moyen, cette période de temps, ils sont dans le façonnement du type de valeurs, en raison des circonstances, Ils ne forment pas une des valeurs correctes, donc après ils deviennent parents, les enfants semblaient voir ce chaos journal (maintenant ne semble pas exister, je me souviens à l'école primaire, vu dans le journal aussi), ne respectent pas la vie privée d'autrui comme Le problème n'est pas qu'ils sont l'essence même de la façon dont comment les gens mal, simplement parce qu'ils sont jeunes en âge, leur comportement de monastères et des choses comme ça, il ne pense pas qu'il y ait un problème. A cette époque, en plus de la question des valeurs, et tout le monde est très pauvre, matériau pauvre profondément gravé dans le cœur des gens, surtout les jeunes, mais pour ne pas dire qu'ils sont spirituels et n'ont donc pas besoin d'être remplies, mais sur trois deux situations:.
lunette pas cher

- lunette pas cher
(8/21/2014 7:02:08 AM)
You can choose from an Authentic air jordan spizike women, a personalized air jordan spizike women, youth cheap nike shox trainers uk, jordans 7 retro and many more.
Latest Cheap Air Max 2011 for Women Wholesale Online

- Latest Cheap Air Max 2011 for Women Wholesale Onli
(8/15/2014 12:09:29 AM)
Hi there, I discovered your website by the use of Google whilst searching for a related topic, your site got here up, it seems to be great. I've bookmarked it in my google bookmarks.Hi there, simply was aware of your weblog through Google, and found that it's really informative. I'm going to be careful for brussels. I will be grateful if you happen to continue this in future. Many folks shall be benefited out of your writing. Cheers!
maillot Kroos 2014

- maillot Kroos 2014

Add a Comment | View All Comments


Send This Story To A Friend