Hello? Is anybody listening? Sales executives and account managers are constantly challenged by would-be clients who think that radio listenership has declined over the years.
Arbitron’s Radio Today by the Numbers recently reported that “241 million American Adults listen to radio each week. That’s 93% of everyone in this country (over the age of 12) listening to radio, each week.” “Strong and consistent” are the words they use to describe radio listening over the past four quarters. Strong and consistent! Hello!
“Radio is much stronger than the general perception of it has been,” says Carol Hanley, Arbitron’s executive VP of sales and marketing.
So, what do you think? Has listenership declined? If you think so, try this challenge. Since you’re convinced that fewer people are listening, then offer something for free. No strings attached. No trial offers. No “just sign up here.” Just offer the good people something for free. Or, if free is just a little too risky for you, how about a steep discount for your amazing, nobody makes it better, best-of-the-best, whatever it is you sell. Make your offer so enticing that they’ll flock to your store, or your restaurant, or your website to get their freebie.
The catch: (really, you knew there had to be a catch, right?), offer them your absolute finest. And if it’s that superior, they’ll want more and they’ll come back and gladly pay for it. That’s not too bad of a catch, now is it? Turn the public on to something great, for free, and watch your sales increase.
Truth is, if consumers are skeptical about trying a new product, and/or they’re loyal to a particular brand, it’s going to take something pretty drastic to get them to try your product. Who better believes in your product, than you? So, if you’re looking to sweep the Nation, you’d better be prepared to woo the masses. Freebies will do just that. Go ahead, give it a try, and get boosted!
Andi Sivesind is the Controller of The Radio Agency. Please follow The Radio Agency’s Blog “Sounding Board” by subscribing to the email or RSS links above.Visit our website TheRadioAgency.com