Year: 2022

Content from BPRAmazon’s Jeff Bezos once said: “We see our customers as invited guests to a party, and we are the hosts. It’s our job every day to make every important aspect of the customer experience a little bit better”.So, how’s the party going at your station?Are the listeners being served what they want? The type of music, entertainment, news & information, personalities.Are they being served on time and with the correct quantity of each ingredient?Are they engaging in the experience or keeping close tabs on the time so they can make a quick exit and go to the next party (your competitor)?Stepping aside from radio for a moment, think about the last time you had a really great experience as a customer — remember the ways that experience left you feeling.Now do the same for the last time you had a poor experience as a customer.Customer experience is the impression customers have of a brand as a whole throughout all aspects of the buyer’s journey. It forms the perceptions of a brand.It’s no use assuming what the listeners’ experience is…you must ask them.Accurate listener research is one of the most important tools in a programmer’s arsenal.You find out what they want from their favourite radio station and then measure their LX…listener experience…to determine how well your station is performing.Is your station the “hottest party ticket in town” or a time filler for one that’s better?By David Kidd, BPR […]

Selling Radio Direct with Pat BrysonOur Credibility MattersPeople don’t usually buy from people they don’t trust. They are also unlikely to buy from salespeople who have no credibility. When we ask clients for thousands of dollars, they need to feel we know how to get them a return on their investment. We must be seen as “experts”.There are several ways we can establish our credibility. One of my top reps does this: She has an 81/2 by 11 sheet of paper with names and contact information for several of her clients. She has gotten permission from these clients to have prospects call them. These clients are SOLD on her and her stations.After she does a client needs analysis, she hands the prospect her list and invites them to call her current clients. Much of the time, they do. When she returns with her proposal for them, they are already sold. Her satisfied clients do much of the selling for her. She just explains to her prospects what type of campaign she has brought for their business. This works magic!Another way we can establish our credibility is to talk about the business of the business before we talk about the marketing of the business. Seek first to understand the needs and goals of this particular prospect. Here are some phrases that show we have prepared for our meeting:“I was thinking about our meeting and I wrote down some questions. Might we go over them?”“As I was reviewing my notes from our last meeting….”“As I was preparing for our meeting today….”As the old saying goes, “People don’t care how much you know until they know how much you care.”First, we have to answer their “Why?”Next, we answer “How?”The outcome is higher revenue for our clients and for our stations.Happy selling! […]

radioinfo.asia managing editor, Peter Saxon visits the Triton – Omny stand at the recent Radiodays Asia to chat with Stephanie Donovan – Global Head of Revenue and Benjamin Masse – Chief Product Officer.

[embedded content] […]