Why should an advertiser buy digital products from a radio salesperson? It’s a sensible question. More and more businesses are investing in digital advertising, with expectations that it will be worth nearly $130 billion in 2021 and that its value will continue to rise. Advertisers understand its benefits, reach and potential ROI, but they may have challenges in how they purchase it.
Some advertisers could be going it alone, which means they need a full-time digital marketing expert on their team. Others outsource it to agencies, which can be promising if there is transparency and the ability to show performance and results. What they may not realize is that they can seek the help of radio salespeople. On the surface, radio spots and digital ads seem like very different areas of expertise. So why should they trust you with their digital advertising dollars?
Short answer: Radio and digital are simply two components of a holistic marketing strategy, a strategy that you, as their trusted advisor, can help guide to success. Here are six reasons why buying digital advertising from a radio sales professional not only makes sense but is a smart business decision.
You understand their business.
Powerful advertising, no matter the channel, depends on a strong understanding of the business: their objectives, their audience, their strengths, their weaknesses and their aspirations. You have this knowledge because of your years in the business and staying up to date on industry trends. You know what they’re trying to communicate, why, and to whom.
You’ve delivered positive results through airtime campaigns, building trust in your capabilities and proving your desire to help their business grow. As much as organizations that focus on digital advertising know about those specific tactics, they cannot compete with all you already know about your advertiser, their customers and your market. When advertisers buy digital products from a radio salesperson, they receive your years of experience and insight.
You’re a digital advertising expert.
You not only understand your advertisers’ businesses, but you’re an expert in digital advertising as well. Explain the depth and breadth of your training to your clients. Make it clear that digital is not a “side gig” but an integral part of your job. Emphasize that you have the experience and expertise to advise and execute digital advertising campaigns.
To demonstrate your digital savvy, show as well as tell. Share results from other clients’ campaigns and essential data to describe how your guidance made them successful. While it’s usually a good idea to keep proposals relatively untechnical, explaining the mechanics of digital advertising in easy-to-understand terms will help.
Walk through how you will help shape their digital advertising strategies and why you’re confident in their success.
Radio and digital perform better together.
Every marketing campaign works best when approached in an integrated way. Radio and digital perform especially well in concert.
Why do radio and digital work so well together?
- Radio ads reach a broad audience at one time to convey high-level brand messaging, while online ads enable companies to target specific segments of their audience.
- Radio largely encourages point-of-purchase sales at physical locations, while digital supports both online and in-person purchases.
- Consumers typically listen to the radio and browse the internet at different times, so a cross-channel campaign reaches people when they may not have access to one channel or the other.
- Radio serves as a trusted source of information, which adds credibility to online advertising.
To achieve optimal results, you should run radio and digital campaigns in a unified way that allows each channel to enhance the other strategically. You alone can put together this unified campaign for them.
In addition, you can sell integrated campaigns in ways that others can’t because you have and control the broadcast inventory — a significant advantage over digital-only shops.
Bundling radio and digital is cost-effective.
Approaching radio and digital campaigns holistically makes sense strategically and financially. For example, working with a standalone digital advertising vendor often introduces significantly higher costs resulting from add-ons like a separate commission or agency fees. On the other hand, radio salespeople frequently offer incentives to make digital more affordable and bring down the cost of integrated radio and digital campaigns.
Fewer vendors means fewer headaches.
Working with one vendor for radio and digital eliminates the headaches of bringing a new provider into the fold. Advertisers don’t need to worry about setting up another vendor in their system, another invoice to pay each month, more meetings and phone calls or more people to get to know and trust. Instead, they’re able to complement their current efforts without increasing overhead.
In addition, using the same vendor for radio and digital enables you to use the same platform for all, or most, of the execution of the campaigns. This is a significant advantage for you with simplified proposal building, less order entry and fewer opportunities for error.
A unified back-end system leads to more cohesive campaigns with truly integrated operations, holistic reporting and more precise results. Advertisers gain a comprehensive view of their marketing efforts and easily see and track how their campaigns perform by channel and overall.
Their competitors are buying from radio reps.
Many advertisers understand each of the points above and are bundling radio and digital with excellent results. For example, a recent study showed that radio buyers are expanding the types of advertising that they’re buying. Most of those were digital, and they are buying from fewer companies. In addition, the same study revealed that advertisers “prefer to buy from a company that can sell them a package of traditional and digital media products.”
Another study found that 47% of radio buyers plan to invest in new forms of marketing, and 66% are more likely to purchase a new type of digital marketing.
Why do these numbers matter to your advertisers? They don’t want to be left behind. Their peers see the value in a collective approach to radio and digital advertising. Failing to follow suit could put them at a competitive disadvantage.
Advertisers Should Buy Digital Products from You
Buying digital advertising from their radio sales reps may not seem immediately obvious to advertisers, but the benefits are clear. Explain these six advantages to your clients to replace uncertainty with confidence. With this strategy, you and your advertisers will have the best plan for success.