I’m not sure the same can be said of radio advertising, but after decades of publishing the newsletter, and working with scores of companies marketing to radio stations and groups, I know this for certain: the only way a sale is made to a broadcaster is by direct contact.
Keep this firmly in mind as you plan your advertising; it will help you create more effective ads and campaigns.
Think of it this way: the advertising you do, whether in our newsletter, other trade publications, e-mail, or whatever, serves as a preparation or background for the conversation you’ll have with a prospect. That environmental awareness of your product or service turns a cold call into a warm call—they’ve heard of you, probably without remembering how or where, and that makes you less of a stranger and makes the broadcaster more likely to take your call or read your e-mail.
In future posts I’ll discuss specific ways to create a marketing funnel using your advertising as the first step in a well-defined process. Stay tuned.