The Radio & Social Media Connection

From my email:

Monday, March 31, 2008

Almost Two Thirds of Online Radio Listeners also Profiled on Social Sites

The annual “Infinite Dial 2008: Radio’s Digital Platforms” by Arbitron and Edison Media Research, estimates that 33 million Americans age 12 or older listen to a radio station over the Internet during an average week, up from 29 million listeners one year ago. There is also a strong connection between online radio listening and social networking sites according to the study.

The complete study also reports that:

  • Thirteen percent of Americans age 12 or older (an estimated 33 million people) listened to online radio in the previous week, an increase of two percentage points from January 2007
  • Twenty four percent of all Americans age 12 or older have a profile on a social networking Web site such as MySpace, Facebook or Linked-In
  • 63 percent of Online radio listeners have a profile on sites such as those mentioned above
  • One-third of online radio listeners with a social network profile visit their social networking site nearly every day or several times per day
  • The top social networking Web sites among online radio listeners are MySpace and the business professional networking service Linked-In
  • Twenty-eight percent of online radio listeners have a MySpace page, while 24 percent have a profile on Linked-In

Diane Williams, senior analyst, custom research for Arbitron, says. “… We found that Online radio listeners are more than one and half times more likely to have a profile on a social networking site as compared to average Americans and that they tend to be power-users, with one-third of online radio listeners logging on to their social networking site nearly every day or even multiple times per day.”

The final report, to be released in April 2008, will detail the latest data on the general online radio listening universe and will explore how consumers interact and explore radio and all of its digital platforms, says Arbitron.

For more information, please visit Arbitron here.


"The Experience"

Over the weekend, I heard CarTalk on NPR, and one of the callers, called herself a “soccer mom complete with the mini-van”. She and her son’s went to a car show and she fell in love with a Jeep and you could hear the excitement in her voice!

No matter what form of advertising and marketing you do, remember that your customers want more than your product, they want, “The Experience”!

MarketingProfs has more on this:

Help Your Customer Live the Fantasy

Maki, the blogger behind Dosh Dosh, begins a post on selling dreams to your target audience with this quote from William Feather: “The philosophy behind much advertising is based on the old observation that every man is really two men—the man he is and the man he wants to be.”

The duality can be observed in the cars we drive. Take the Prius, which isn’t simply an economy car; it’s also an eco-friendly symbol of social consciousness. At the opposite end of the spectrum, a Hummer is more than a utilitarian SUV; it’s for those who dream of weekends spent on rugged off-road trails. Each vehicle not only addresses a customer need—transportation—but reinforces that need by selling an ideal.

“Your aim is to associate your brand with a vision, one that integrates with and enhances each customer’s individual life goals,” says Maki. “Buyer desires are transient and they can change but ideals do not shift as easily.” And he lists five action points for appealing to a customer’s aspirations:

  • Emphasize your ideals and promises.
  • Fulfill them in your actual site, service or product.
  • Brand yourself through the right networks and connections.
  • Tie your brand to the right images, personalities and events.
  • Learn what your audience thinks about you.

“Product or service value is a relative perception,” writes Maki. “It can be manipulated and infinitely enhanced by emphasizing the right ideals and promises.” And that reminder is a swell bit of Marketing Inspiration.

More Inspiration:
Paul Williams: Why Does Big Mean Bad?
Spike Jones: Good Artists Copy. Great Artists Steal.
Jennifer Jones: Great Learnings from Obama and Clinton

Increase your business by increasing your value

Generally speaking, it costs more to replace a customer than to retain and increase the spending of your current customers.

So how do you get your current customers to spend more or more often?

Jill Konrath has an excellent article to share with you on this subject:

Creating Sales: The Secret to Finding Hidden, but Ripe Opportunities

By Jill Konrath

Quick. Qualify your prospects. Make sure they have the budget for your product or service. And, if not, move on. Your time is precious and you can’t waste it with prospects who aren’t ready for change.

Heard those words before? Traditional sales wisdom says that focusing on the low-hanging fruit is the fastest way to get business. Look for the “ready now” buyers and ignore the rest – that’s the key to success.

I beg to disagree. If that’s your thinking, you’re missing out on a bunch of sales.

Why? Because then you’re continually in the midst of competitive battles, where pricing becomes the prime differentiator and nothing else seems to matter. You have minimal ability to influence their decision – even if your offering is a better value or could make a bigger impact on their company.

To be really successful, it’s imperative to find opportunities ripe with potential, but not yet in existence. In short, you need to create these opportunities by your own business & sales savvy.

Here’s how I first discovered that sales secret.

Shortly after starting my own company, I won a contract to design & deliver a customized sales training program at a major law firm. Since I was unfamiliar with how attorneys “sold”, part of my project involved in-depth interviews with their top “rainmakers.” (Note: This term is used in lieu of “sales” which many deem a 4-letter word.)

As in most professional services firms, nearly all the top sellers were senior members of the firm. In interview after interview, I kept hearing that the key to sales success was:

  • Returning phone calls promptly.
  • Giving good customer service.
  • Building strong relationships.
  • Entertaining & golfing with clients.
  • Having law school friends finally in positions of power.

While all those things may have been true, I wasn’t satisfied that doing them was enough to be a top seller. Nor was I willing to accept that you had to wait till you had gray hair before you could be good in sales.

I kept searching, looking for skills that could be taught to the younger lawyers. There had to be something more.

Finally, I talked to Paul. While he uttered the same platitudes, when I asked him about landing his newest client, I got a different answer. Then I found out he used the same strategy to expand his business with existing clients.

AHA! At last, I’d found a way that any reasonably intelligent person could use to create sales opportunities when none existed.

Better yet, this strategy actually prevented competition. By using it, decision makers had minimal desire to look for alternatives. They wanted to work with you – and get started now!
How was Paul creating business from thin air?

First of all, he kept up-to-date on what was happening to his existing clients, targeted firms and any legal cases that might be relevant to them.

When he read about a recent judgment on an intellectual property issue, he started thinking about how it might impact his clients or prospects.

When he learned that a product liability case had been settled, he assessed its potential ramifications for his current and desired clients.

Then, he’d call his primary contact and say something like this:

“Bob. I’m not sure if you’re familiar with the BIG DEAL case that was just settled out in California. It was an intellectual property issue related to part-time workers.

“That got me thinking about your own policies in this area. Based on the court’s decision, you may be at risk. We should get together and look at this. After all, better safe than sorry.”

BINGO! It worked. Yup. Nearly all the time. Paul had discovered the key to creating sales where none existed – triggering events.

Virtually overnight, these sales catalysts transform the status quo from acceptable to unacceptable. Funding suddenly becomes available as it’s reallocated from elsewhere in the budget to this new priority. Plus, you don’t have to constantly fight competitors.

Now I’m not a rocket scientist, but I am smart enough to recognize a great business-growth strategy when I see it. By using these sales-generating triggers, I could stop my never-ending search companies currently evaluating sales training and focus on demand creation.

After a thorough review of my customer base, I discovered these triggering events were fertile ground for generating more sales:

  • Sales were stagnant or down slightly, but not horrible.
  • Important new products were being introduced.
  • Companies were going through mergers or acquisitions.

Once I knew my triggering events, my business took off. Once you know your trigger events, the same thing can happen to you.

POOF! You’ve got a new customer. It can go that fast. It can be that easy. And you can create sales versus waiting till someone is finally ready to change.

Jill Konrath, author of Selling to Big Companies, helps sellers crack into corporate accounts, shorten sales cycles and win big contracts. She is a frequent speaker at national sales meetings and association events. For more article like this, visit . Get a free Sales Call Planning Guide ($19.95 value) when you sign up for the Selling to Big Companies e-newsletter.

End of the Month Fun Facts

From my email:

Volume 3 Issue 13 – March 31, 2008


17% of moms say their daughters are more self-conscious about their bodies and their looks after coming home from a sleepover, according to Ipsos.


Business women aged 26-35 (49%) are more likely than women aged 46 and older (41%) to think they’re prepared to be successful in business three years in the future, says Accenture.


In 2007, workers from India claimed nearly 80% of H1-b work visas, which allow companies to bring workers in specialty occupations (such as engineers, artists, and educators) to the U.S., according to the U.S. State Department.


41% of men think it’s difficult to find jeans that fit properly, and 40% have kept a too-small pair of jeans in the hopes they’ll fit into them again, finds Synovate.


54% of parents hired someone to help them choose their baby’s name, according to

EPM Datafile Info:
Publisher: Ira Mayer

The EPM Datafile is an EPM Communications, Inc. service.
(c)Copyright 2008 EPM Communications, Inc.

160 Mercer Street, 3rd Floor, New York, NY 10012 | P: (212) 941-0099 | F: (212) 941-1622

Okay, where do you go to hire someone to name your baby?

Radio and Newspaper News

These are from my email from Mediaweek:

Network Radio Turns Up Ads
Network radio is undergoing a renaissance. At a time when the economy is squeezing local advertisers and local media, the medium—with its attractive efficiencies, targeted reach and greater accountability—is thriving. Katy Bachman has the report on more »

Newspapers Suffer Biggest Ad Revenue Plunge in 50-Plus Years
According to new data released by the Newspaper Association of America, total print advertising revenue in 2007 plunged 9.4 percent to $42 billion compared to 2006–the most severe percent decline since the association started measuring advertising expenditures in 1950. Jennifer Saba of Editor and Publisher has the story. more »