Home Blog Page 2126

Memories Are The Most Effective Sales Tool

Jeff Caves
-
0
Memories Are The Most Effective Sales Tool

Internet-based ad sales are beating us for the lion’s share of advertisers’ budgets. It is nothing new; phone directories and newspapers also used to win the day. Radio survived. And unlike the past, we now all offer digital advertising to capture the NOW buyers that print and yellow pages used to own. 

Cumulus Media has released its latest Audio Active Group Research and Insights led by Pierre Bouvard. It is worth reviewing so you can reposition radio with your buyers. Many buyers believe that advertising should lead to immediate sales, while the reality is that it can do much more than that. It can provide for the future. Our branding commercials, not price, and item or BUY NOW, generate memories influencing future purchase decisions. 

This insight, supported by a significant global organization studying marketing effectiveness, the World Advertising Research Center, highlights the importance of creating future demand alongside converting existing demand. A great approach to take clients when selling schedules, building copy, and planning events. Here’s how you can leverage these insights to maximize your success. 

THE TWO MOST IMPORTANT JOBS OF AN ADVERTISER

According to marketing expert James Hurman, who has extensively researched brand building and marketing effectiveness, advertisers have two primary jobs: converting existing demand and creating future demand. Converting existing demand is like picking ripe apples from a small number of trees, targeting the consumers buying now. On the other hand, creating future demand involves planting apple trees and nurturing them over time to get a larger group of consumers who will enter the market in the future.

DIFFERENT APPROACHES FOR CONVERTING EXISTING DEMAND AND CREATING FUTURE DEMAND 

Converting existing demand requires targeting those already in the market with product and price information. It aims to persuade them to choose a specific client over competitors. But creating future demand involves broad audience targeting with emotional messaging designed to stand out and create positive memories of the brand. This approach builds familiarity and positive associations to influence future purchase decisions. Think funny, emotional, or spots worth listening to!

SHORT-TERM IMPACT VS. LONG-TERM BENEFIT 

While converting existing demand can yield short-term sales, it has limited long-term benefits. Sales events and promotions may generate immediate sales, but they often lead to quick drop-offs and temporary spikes in revenue. On the other hand, creating future demand through brand-building advertising leads to sustained long-term sales and profit growth. It strengthens brand recognition, reduces price sensitivity, and allows businesses to sell more at every price point. Think sponsorships, feature adjacencies, and influencer marketing with jocks like how Chris Soechtig and staff execute at iHeart in Tampa.  

THE PERFORMANCE MARKETING “VALLEY OF DEATH” 

Relying solely on converting existing demand can lead to sales plateaus when you run out of in-market consumers aware of a brand. This is referred to as the “valley of death.” It highlights the importance of transitioning to create future demand. By investing in brand-building advertising and patiently waiting for future demand to build, businesses can escape this cycle and maintain sales growth.

CREATING FUTURE DEMAND CREATES MEMORIES, AND MEMORIES GENERATE SALES; CLICKS DON’T GENERATE SALES

Jon Lombardo, Global Head of Research at LinkedIn’s B2B Institute, says, “It’s your memory that got you to Google in the first place and your memory is going to pull strong brands. Strong brands are not built on clicks, but on memories. The other thing that’s very interesting is even when people go to Google and click for something, buyers show a bias for the brands they already know. It explains what’s important in marketing is not the bottom of funnel, lead generation clicks. It’s top of the funnel, brand-building memory.

Understanding the dynamics between converting existing demand with your price and item and google campaigns and creating future demand to drive revenue and profit growth is critical. While converting existing demand may yield short-term results, creating future demand through brand-building advertising is the key to long-term success. The Godfathers of Marketing effectiveness, Les Binet and Peter Field, advise you to tell your clients to spend 40% of their ad budget on immediate sales generation and 60% on creating future demand. We can maximize our impact by building positive memories, nurturing strong brands, balancing short-term tactics with long-term strategies, and generating sustained sales growth.

Nick Cattles to Exit Sactown Sports 1140

BSM Staff
-
0
Nick Cattles to Exit Sactown Sports 1140

Host Nick Cattles run as a host on Sactown Sports 1140 in Sacramento is over.

Cattles revealed on Twitter on Thursday that his final show on Cattles and Ramie is today. He wrote that while the decision to leave the California capital is tough, he needed to be back on the East Coast closer to home.

“It’s just, we love our family more,” Cattles said of himself and his wife Kelly. “Since moving to Cali, we’ve had to overcome a lot personally. Those challenges have been amplified the last two months. It’s no longer tolerable to be 3,000 miles away. Once we settle the home situation, we’re heading back.”

Cattles joined Sactown Sports in 2021. Uuntil January, he was the station’s program director in addition to hosting afternoon drive. He shared nothing but positive thoughts about his colleagues.

“The last 18-plus months have been some of the most rewarding and best times I’ve spent in radio,” he wrote. “We had tremendous success, from ratings to sales to digital, as a brand and show. Working on Cattles & Ramie is the most fun I’ve had in the business. I loved working with JJ, Simone, Verlod and Ramie.”

Before moving out west, Nick had two separate stints hosting afternoon drive in Virginia Beach, Va. on what is now Priority Auto Sports Radio 94.1. He also had some experience hosting on 98.5 The Sports Hub, WEEI and ESPN Radio.

Cattles said he’s not sure what is in store for his radio career as he and his wife prepare to move. But he’s keeping his options and DMs open.

“What’s this mean for my professional future? No idea,” he wrote. “I’m a free agent, hopeful that something will come my way.”

Michael Wilbon: ‘I Used to Be a Journalist, I Don’t Know What I am Now’

BSM Staff
-
0

Michael Wilbon doesn’t know what title to put on what he does nowadays.

The Pardon The Interruption co-host appeared on Arizona Sports 98.7 Thursday talking about the new book he helped put together with now-former Phoenix Suns star Chris Paul. The book, which just hit the New York Times bestsellers list, is called Sixty-One: Life Lessons from Papa, On and Off the Court.

Talking to Dan Bickley and Vince Marotta, Wilbon joked he had to be honest about the fact that he doesn’t consider himself a journalist.

“I used to be a journalist, I don’t know what I am now,” Wilbon said. “Let me be fair and accurate.”

Wilbon appears as a studio analyst on a lot of ESPN’s NBA game coverage. He worked at the Washington Post for three decades as a reporter and columnist but has dedicated himself to his work at ESPN since 2010.

Michael said he wanted to be clear that even though his name is listed on the book, this was a story only Chris Paul himself could really write. Wilbon served as the guiding hand.

“This is not my story. This is not me telling a story. This is Chris’s story,” Wilbon said. “I was his editor. I am honored that he asked me to be involved in this project.”

Diamondbacks, Diamond Court Date Pushed Back to July 17

BSM Staff
-
0

Arizona Diamondbacks fans interested in learning the future of the team on TV in the market will have to wait until after the all-star break.

The team and Diamond Sports Group, which owns and operates Bally Sports Arizona where D-Backs games are broadcast, announced that a hearing originally scheduled for Thursday regarding the company’s ongoing bankruptcy was postponed to July 17.

“Diamond Sports Group and the Arizona Diamondbacks have decided to postpone tomorrow’s hearing due to ongoing and positive discussions toward finding a solution,” the two sides stated in a release. “During this time, Bally Sports Arizona will continue to broadcast D-backs games and fans will have the same televised access they have been able to enjoy from the beginning of the season.”

The company owes the team a rights payment on July 1. It’s possible if the two sides can’t work out a deal that the Diamondbacks could end up like the San Diego Padres and have Major League Baseball take over the broadcasting of local games.

Diamond Sports had hoped to include access to D-backs games on its streaming service Bally Sports+, but the team and MLB have stood their ground against it.

Brian Windhorst: Viral Utah Moment Inspired By Not Reporting Kawhi Leonard to Clippers

BSM Staff
-
0
Brian Windhorst: Viral Utah Moment Inspired By Not Reporting Kawhi Leonard to Clippers

By now everyone is familiar with ESPN senior NBA reporter Brian Windhorst’s viral video from last year breaking down a strange Utah Jazz trade involving Royce O’Neale.

The way in which he asked the question “What’s going on in Utah?,” became inspiration for plenty of memes on social media. Speaking to GQ Sports for an oral history of the moment, Windhorst talked about receiving a tip about the Jazz’s eventual trade of Rudy Gobert to the Minnesota Timberwolves the night before he appeared on First Take. It was a sign in his mind that the team was preparing to retool its roster.

Windy spoke for a little over two minutes, and it was presented in such a captivating way that left more questions than answers about the situation in Utah. Gobert’s name never came up, although later that day the trade became official. But Brian said he was inspired to speak like he did by not outright reporting on Kawhi Leonard ending up with the Clippers three years ago.

“A day before Kawhi Leonard went to the Clippers, I had a feeling that he wanted to play with Paul George, and I did a SportsCenter hit where I hinted at it but didn’t go strong enough, and I regretted it because I liked my information,” he said. “I did know that Paul George and Kawhi were talking, and I did know that Kawhi basically had told the Clippers, get somebody else to play with me. And I did a hit where I referenced, I came right up against it, but I stopped short. I always kind of regretted that. And so when the Jazz thing happened, I was like, ‘Well, this time I got it.'”

Windhorst had put out a bunch of different puzzle pieces based on the Royce O’Neale trade for people to put together, but even on the set it didn’t seem like anything was adding up.

“I think we were all trying to figure out what the point was,” said Christine Williamson, who was moderating First Take that day. “But because he was trying to get to that point, and there was no concrete thing, it just seemed like there was no payoff in the end.”

ESPN Radio host Freddie Coleman, who was also on the set when Windhorst spoke, said Brian was just in a rhythm and a mode that even though he asked plenty of questions about what was happening in Utah, he wasn’t going to try and jump in.

“On that show, that was started by Stephen A. Smith, it’s extremely unusual to get that space,” Coleman said. “Very rarely does that happen with somebody else. But when you have those rare instances when somebody is doing that, they have you in the pocket, you want to stay in that pocket. I think you’d be a fool to try to get in the way of them and disrupt whatever rhythm and flow they’ve been able to create.”

Windhorst said he wanted to capitalize on the fact that he was in territory he didn’t typically find himself in.

“The key thing here is that Stephen A. Smith was out, Chris “Mad Dog” Russo was out. It was a Friday before a holiday weekend. So they didn’t have the normal crew,” he said. “I was in the lead position on NBA topics, which wouldn’t normally happen on First Take.”

Hugh Douglas Refutes Terrell Owens’s Account of Their 2005 Fight

BSM Staff
-
0

In what turned out to be one of his final days as a member of the Philadelphia Eagles in 2005, Terrell Owens got into a physical fight with Hugh Douglas. Soon after, Owens was suspended indefinitely.

Owens talked about the fight with Darren Sproles on a new episode of his Fubo Sports podcast Getcha Popcorn Ready with T.O. & Hatch. He claimed that Douglas instigated the fight by accusing Owens of faking an injury. 

Thursday on WIP, Douglas responded to Owens’s version of events.

“Me and T.O. are cool now, but it’s amazing how T.O. is misremembering. I’m not going to call him a liar. But he is misremembering the story. T.O. said something to me first.”

Douglas’s midday partner Joe Giglio told the audience that someone from Fubo sent them the audio. 

“I think T.O. Is forgetting a lot of the history with all of that that went down,” Douglas said. “Now, first of all, he instigated something with me because obviously, somebody told him I was on the radio. That’s when I first started and I was on the morning show with Angelo. Angelo was going in on him. And the reason why Angelo was going in on him is because we had just played Dallas that weekend and T.O. wore a Michael Irvin jersey at the end of the game.”

Douglas has talked about this before since returning to WIP earlier this year. He has blamed the fight on Cataldi, who accused Owens of quitting on the team that morning. He also said he wanted Owens run out of town.

“Angelo takes it all, well, you know I love him to death, but it went from 0 to 800 real fast.”

Douglas added that there was an awful lot that Owens got wrong in retelling the story. Owens says it never got physical. Douglas says both men through punches, but neither connected and teammates broke them up. 

Owens also insisted that Douglas’s relationship with quarterback Donovan McNabb had something to do with the confrontation. Douglas says that he and McNabb are friendly to each other, but they were not friends. He wouldn’t have started a fight for the guy.

“The NFL is a brotherhood and I respect the brotherhood just like I respect any other brotherhood that I’m a part of. I respect that,” Douglas concluded. “So I never said anything to him about him quitting because I know him. Listen, I saw T.O. every day for a year, work his butt off. I saw T.O. work his butt off to play in the Super Bowl. So, why would I say anything about him quitting on the team? Now, him wearing a Michael Irvin jersey, which I assumed that he forgot that he did, was the catalyst for all of this. This is the straw that broke the camel’s back, because if you remember after that game, that’s when Andy Reid sent him home.Because that’s the one thing that you don’t do in Philadelphia is do that like, especially after an L.”

Geraldo Rivera Leaving Fox News After The Five Firing

BNM Staff
-
0

Fox News correspondent Geraldo Rivera has revealed that he will be leaving Fox News after he claims he was fired from The Five.

In a video posted to Twitter, Rivera said that he won’t be making his scheduled appearances on The Five that he previously claimed he would make “I’ve been fired from The Five, and as a result of that, I’ve quit Fox. I’ll have more to say about that on FOX & Friends tomorrow morning”.

Rivera announced earlier this month that he would be departing the program, with his final appearances schedule to come today and tomorrow. However, while posting the video to Twitter, Rivera was on a boat in the Atlantic Ocean.

During his announcement that he would be exiting the “liberal” chair on the highest-rated program on Fox News, Rivera said “Being odd man out isn’t always easy.” He had publicly clashed with the show’s Greg Gutfeld after his comments pertaining to Tucker Carlson’s encapsulation of the January 6th Insurrection. Gutfeld sarcastically called Rivera “a real class act” and a “man of the people” for his comments.

After he revealed he would no longer appear on the program, Rivera said he still remained employed at Fox News as a “correspondent at large”, but said he would share what his future plans were on the Friday, June 30th episode of The Five. He added that the “tension” that came from participating in the “intimate” setting on the show was no longer worth it.

The soon-to-be 80-year-old Rivera has been at Fox News since November 2001.

In a statement, the network told Barrett News Media, “We reached an amicable conclusion with Geraldo over the past few weeks and look forward to celebrating him on Fox & Friends Friday morning which will be his last appearance on the network.”

Rob Gronkowski: ‘We’re Gonna Cease & Desist Baby Gronk’s Dad’

BSM Staff
-
0

You won’t find a lot of supporters of Madden San Miguel, better known online as “Baby Gronk,” and his dad Jake amongst members of the sports media. That is especially true for Rob Gronkowski, who inspired the ten-year-old’s nickname.

Madden San Miguel is a viral video sensation for his football highlight videos. His father has been doing everything he can to make his son a star.

“Yeah, it’s to a point where it’s awkward,” Gronkowski told Barstool’s Bussin’ With the Boys podcast this week.

The FOX Sports NFL Analyst says that he learned about the kid well-before his interaction with LSU gymnastics star Olivia Dunne made him something of a household name.

“Four weeks ago, my brother told me, ‘Yo have you seen Baby Gronk?’ Have I seen him? I go, ‘His dad hit me up 500 times already.’ He goes, ‘Don’t do anything.’ The dad is so annoying.’“

Most of the criticism online and in sports media is reserved for Jake San Miguel and his effort to turn his kid into a celebrity. 

Gronkowski may be the person with the most power to stop him.

“My brother died laughing,” he said. “We’re gonna cease and desist Baby Gronk’s dad.”

Jason Garrett: Maria Taylor is Incredible

BSM Staff
-
0

You have to now talent if you are going to be a head coach in the NFL for as long as Jason Garrett was. On Thursday morning, he told Ken Carmen and Anthony Lima on 92.3 The Fan that he has been able to recognize talent in his new field too.

Garrett came to NBC last summer to call USFL games. From there, he was added to Football Night in America and was put on the call of Notre Dame games on the network. He says none of it is possible without his colleagues that are more seasoned media pros.

“The biggest takeaway for me is how incredibly good all these people are at their jobs,” he told the Cleveland morning duo.

There is one teammate that is particularly impressive. He says that Maria Taylor is as good of a broadcaster as he has ever seen.

“She is incredible. I just can’t tell you how good she is and all the different stuff that she deals with.”

What impresses the former Cowboys coach the most is that Taylor can keep Football Night in America moving even as she is receiving direction in her earpiece. It’s something Garrett knows he could not do himself.

“She’s just ‘Boom! Boom! Boom!’ like it’s nothing.”

Despite being bumped up to the NFL and major college football, Jason Garrett is not completely done with the USFL. He will call the league’s championship game between Birmingham and Pittsburgh this weekend for NBC.

ABC News Justice Correspondent Pierre Thomas Awarded 2023 Paul White Award

BNM Staff
-
0
ABC News Justice Correspondent Pierre Thomas Awarded 2023 Paul White Award

The Radio Television Digital News Association has awarded the 2023 Paul White Award to ABC News chief justice correspondent Pierre Thomas.

The award — the highest honor bestowed by the RTDNA — is named after the first news director for CBS News and recognizes “an individual’s lifetime contributions to electronic journalism”.

“Pierre is a remarkable journalist who has been holding power to account for decades. His unflinching interviews, nuanced reporting on systemic issues affecting underrepresented communities,” said ABC News President Kim Godwin in a statement, “and his unvarnished investigations uncovering hidden truths have contributed tremendously to the profession and audiences around the world. I am so incredibly proud of him for earning this distinguished honor.”

 “Pierre is a brilliant journalist whose tremendous work has helped Americans understand the most important stories of the past generation. We are proud to honor him,” added RTDNA nominating committee chair Allison McGinley.

Past recipients of the award include Edward R. Murrow, Walter Cronkite, Barbara Walters, Tedd Koppel, and the 2022 winner Judy Woodruff.

It is not the first major award won by Thomas. He took home the John F. Hogan Distinguished Service Award in 2015 from the RTDNA. He was also named the NABJ Journalist of the Year in 2012.

Thomas will be honored at an awards ceremony and reception on Friday, September 22nd at RTDNA23 in Minneapolis.

1...2,1252,1262,127...2,880Page 2,126 of 2,880