Why do media companies exist?
Well, in their purest form, they exist to help their customers:
- Generate awareness of their product or service
- Build trust and relationship with the right target market
- Make sales to that market
In short, they’re helping their customers to execute the principles of marketing.
But here’s a question: are media companies prepared to 'eat their own dog food' and actually execute these principles for themselves?
In my experience, a lot of them aren’t. Instead, their idea of marketing is very simple:
“I’ve got a sales team.”
Maybe you subscribe to this view too – the idea that with a sales team, then all other marketing is moot.
But, unless you’ve been living under a rock for the past five years, you’ll be aware that selling traditional media has become more challenging.
Gone are the days when a company’s whole marketing budget is spent on one medium – the rise of online has put paid to that.
Which means that we need to be working harder for each sale, and we can’t just rely on salespeople to convert ice-cold prospects to solid-gold customers.
What we CAN do is 'soften the beaches', and make things easier for our salespeople, by practising what we preach and:
- Generating awareness of our products and services
- Building trust and relationship with our target market
Do those two things, and we make the selling A LOT easier.
