Understanding the Marketing Puzzle

Selling Radio Direct with Pat Bryson

We don’t sell radio, newspaper or TV. We sell marketing solutions.  Our clients will be glad to see us if they view us as unpaid staff members.  We know we’ve arrived when our clients call us to help them plan their marketing.

Our advertising is only one piece of the marketing puzzle.

Once we get an interested customer in their door, our clients must take over.  They must convert the warm body into a fan.  And, sometimes, we need to advise our clients on how to do this as well.

We need to help our clients to focus on what their customers want and need.  To be truly successful with their marketing, excellence must happen in the following areas:

    •    The marketing decisions must be made before the financial decision.  They must serve the customer before they serve the bottom line.

    •    They must become an expert on what their customers think, want, need and will purchase.  They can take full advantage of the resources available from information systems.

    •    They need to build a customer-driven culture.  Organize everyone to serve the customer.

    •    Think strategically.  Organizations of the future will be constructed to fit the way customers want to buy, not along product lines, geography or function.  Focus on the customer.

    •    Think of customers as people.  There are no mass markets. Micro markets are disappearing.  The new market is one family or one person.

    •    Don’t aggravate your customer.  How can you keep a customer and charge nuisance fees or penalties? 

Our advertising can only be as effective as the total marketing structure of our clients.  Help them to be on-target.  And, while we’re at it, it wouldn’t hurt us to take some of our own advice when planning OUR customer strategies!

 

About The Author 

Pat Bryson is the founder of Bryson Broadcasting International, a consulting firm that works with radio stations around the world to increase revenue by raising the skill level of their sales staffs. Her client list spans from the United States to Canada, Europe and Central Asia.

Pat has spent her entire career creating a culture of over-achievement for her stations. She began her career in radio sales, becoming one of the highest billing sales people in her market. Her career advanced to General Sales Manager, and then to Market Manager. Since starting BBI 7 years ago, she has helped hundreds of radio stations to find, train and grow great quality sales people and managers.

Pat was the recipient of two prestigious educational fellowships from the Educational Foundation of the National Association of Broadcasters: a fellowship to the Executive Development Program and a fellowship to the Broadcast Leadership Training Program.

She publishes the Bryson Broadcasting International Newsletter twice monthly and is a contributor to Valerie Geller’s latest book, Beyond Powerful Radio: A Communicator’s Guide To The Internet Age.

You may contact Pat at [email protected] or visit her website at http://www.patbryson.com.