In The Direction Of The Business
I was flattered to be invited to be a panelist at a Retail Recovery Marketing Summit for small business this week. I was invited as a radio and marketing expert. Also on the panel were a billboard salesman, cable sales manager, retail manager at Cracker Barrel and a newspaper publisher.
The format was for us to introduce ourselves and what we do. Following that were questions from a moderator and the audience for about 90 minutes. The introductions were very telling. This room was full of businesses that needed help with their marketing. Most of the introductions were features and benefits of the individual media and why businesses should buy them.
This is the problem with advertising. The sales reps want to talk about what they have and not what the businesses need! I handed out my piece on "The Road To The Customer" and have gotten unbelievable feedback from the session because I barely mentioned the radio stations. I talked only about what the businesses cared about, THEMSELVES and how to market better. If YOU do that, the revenue will come.
So, if you are a business or sales rep for advertising, make sure that your conversations are directed to the business and it's needs, NOT THE FEATURES AND BENEFITS OF THE MEDIA!
Help other people get what they want and you will get what you want.
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