Serious marketers use multi-channel or omni-channel marketing because it works. The Association of Magazine Media tells us you can see as much as a 14% lift in ad effectiveness comes when you combine media in marketing.
All-digital is not the answer, and we as media salespeople better start controlling the narrative. Why? I predict that Generation Z, those born between 1996-2010, according to Forbes, will click less than our grandparents! Why? Because they know that a click starts the tracking of them and they hate being tracked! So, Mr. Marketer, if your plan is to get clicks, watch out.
So, how do we change the narrative?
ACTION POINT #1: Marketing is a strategic process.
The marketing process can’t be managed like a day trader on the stock market looking for quick cash. The simple fact we need to get across is that most of your advertisers’ potential customers are not ready to buy right now. Sad, but true.
The real question ad salespeople need to be asking is what does ROI actually mean to that particular advertiser?
The definitions are varied and often hidden from us unless we dig. It is our duty and obligation to dig deep and ask for specifics. Managing advertiser expectations is critical in today’s media environment. Talk to advertisers about this and control the narrative.
ACTION POINT #2: Consumers love content.
New findings from B2B research, ratings, and review company, Clutch reveal that 82% of people admit to having purchased a product or service from a company as a result of consuming content.
When you marry your marketing message to quality content, you are ingraining your brand into the potential buyer’s mind using frequency in a format that is not intrusive and does not require a click or ROI type of action. I consistently say – consumers buy when they are ready to buy, not when you are ready to sell.
ACTION POINT #3: Google gets credit for everything.
John Wanamaker, the founder of what would become Macy’s, is famous for his marketing quote, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”
Fast-forward 100 years and, in my opinion, we are still facing nearly the same dilemma because Google gets credit for almost all the marketing that occurs. When customers see a print ad or hear a radio ad, they immediately search on their phone for more information. Talk to advertisers about this and control the narrative.
ACTION POINT #4: Be wary of non-direct response companies expecting immediate ROI.
Many advertisers are expecting immediate ROI on products that aren’t priced for it. But wait, there’s more. Direct response marketing is all about making things happen now. It packages the value proposition and call-to-action together to take a prospect from consideration to decision faster.
If your advertiser is not selling a product or service that can be sold fast and by showcasing massive perceived value, they should not be expecting immediate ROI.
ACTION POINT #5: Traditional media is not dead. Stop allowing the lie to spread.
BIA Advisory Services reports traditional media had 60% share of the overall local media spend in 2019—$89.2 billion—with digital ad revenue at a 40% share, with $59.5 billion. The marketing mix has evolved, and that’s good for us all. Most often when an advertiser says that no one reads the paper or watches local TV, they themselves do not engage with that exact media. Thus, they feel that no one else does either.
My job as an advertising salesperson is to show you that even though you do not read the magazine, I have 22,500 readers who are a perfect customer for your company. This conversation should not be about what you or I like or dislike. It should be about engaging with your customers in whatever media they consume and enjoy.
I hope you love media as much as I love media. Controlling the narrative means we need to be well trained and rehearsed on this issue. Write down the three or four most common ROI objections you hear weekly. Make some flash cards. Rehearse your answers with different people. Get good at the debate, but always be respectful in your conversations. Remember, if ad sales was an easy job, everyone would be doing it. And they are not. So, own it and love it.
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About Ryan: Ryan Dohrn is an award-winning ad sales training coach, a nationally recognized internet sales consultant and in international motivational speaker. He is the author of the best-selling ad sales book, Selling Backwards. He is the President and founder of Brain Swell Media and 360 Ad Sales Training, a boutique ad sales training and sales coaching firm with a detailed focus on ad sales training, internet consulting and media revenue generation. Ryan is also the Publisher of Sales Training World.
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