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Should I advertise?
If you want to increase sales and grow your business it is
important to advertise. It is also important to recognize that your
competitors are always going to try and attract your customers to
their business. The key to advertising is; understand who your
customers are and what they are looking for and make sure to present
your product or service in a way that will reach them. Keep in mind
that when you buy any type of advertising (radio, television, print,
outdoor) you are buying an audience. The object is to go for the
audience that will give you the best results.
Is radio right for me?
Do you want to reach the largest audience possible? Do you want to
target the right customers? Do you want to do this cost effectively?
Then yes, radio is right for you. Meet with an account executive
that can tell you more about our stations.
How long does it take
for advertising to work?
It depends upon what you are selling and what the offer is. Make
sure your message is good. If you have a great advertisement and a
great schedule you are that much closer to success. Advertising is
very much like pushing a gas pedal. The car starts off slow and
builds speed as more pressure is applied. The second you let off the
gas the car begins to slow. An advertising campaign gains strength
with frequency and longevity. It’s not about a 3 month campaign.
It’s about making a life long campaign that will establish a
relationship with your audience and ensure new and old customers to
pick you every time.
What are the most
frequent mistakes advertisers make?
1. Believing that by advertising in television, radio, print and
outdoor and spreading their advertising
budget so thin, that they will surely attract consumers somewhere.
When in fact sometimes it is more beneficial and cost effective to
focus a budget on only one or two advertising mediums that will
produce the exact results needed.
2. Giving up too soon. Some advertisers will miss out on the
potential for great success that is just around the corner because
they gave up too soon. Dedication to marketing your company is very
important. Advertising your business is something that should never
stop; it is a continual process.
I want to build my
business what should I do?
Always be willing to learn new information and be realistic about
what your expectations are. Markets change, consumer preference
shifts. Be knowledgeable about what you choose to invest in.
Investing in advertising in the good and bad times will keep your
company in TOMA (top-of-mind-awareness) which is the ultimate goal.
What is TOMA
(top-of-mind awareness)?
“Top-of-mind awareness is owning the
space that your product or service occupies between your prospects
ears. That way, when they're ready to buy they think of you first.”
A consumer may not be ready to buy that new car in March but in June
they will be. When June comes around they go to buy that car and
they will recall the dealer's advertisement that stood out. By keeping your business on top of
their minds you will have gotten closer to them choosing you first.
Who makes my commercial?
You might think that you have to pay for the production of a great
commercial. This is true in most cases. However, when you buy an
advertising schedule with us, it is our honor to provide you with the
best sounding commercial you can get, and for free! Our in-house
production crew is highly skilled and experienced. They can help
get the attention of your customers and stand out amongst the
clutter of other advertisers.
How can I guarantee
success?
Success depends on your level of commitment to advertising. You have
to be willing to offer your customers that are listening a constant
dialogue. Being consistent and increasing your frequency can put you
above and beyond your competition making you their first choice.
I’m having an event
how should I advertise?
One of the most popular ways to
advertise your event is with a live-on-location remote. This
live-on-location remote entails an on-air personality at the site of
your event promoting your event with live promotions. This is an
invaluable way to get your event noticed and remembered.
What about television
and cable advertising?
Television and cable advertising is not
a cheap investment nor will it reach your customers unless it is
aired specifically in prime-time when people actually watch
television. However, when viewed, it can help you brand your company
and help establish an image. Radio is more affordable, it can brand
your company and establish an image as well. With a radio campaign,
93% of weekly radio listeners over the age of 12 will be reached,
helping to brand your business successfully. Another benefit of
radio is that if you need to drive customers to your doors, studies
show, radio is the last influencing media which reaches customers
before they purchase.
What about newspaper
advertising?
In this fast paced world we live in
people are reading the newspaper less and less. Newspaper is losing
its popularity. The next generation has less time to sit and read
the newspaper. If you want to reach your customers radio is more
convenient for your audience. It allows them to do things while
listening. People listen to the radio, getting ready for work,
driving to work, while at work and driving home from work. They
are busy and need a media that incorporates well into their busy
lives.
What about yellow
pages?
Yellow pages does one thing, it
informs. It is not a motivating media. Radio motivates its audience
to buy and will sometimes lead a person to the yellow pages for
reference. Radio can make your yellow page investment more valuable
and effective by priming customers to go there looking for you
instead of getting them caught in the clutter of all your
competitors.
What about other radio
stations?
Radio has many advantages, one major advantage being the ability to
target a specific group of people. Different radio stations attract
different audiences therefore allowing a station to deliver you with
prime candidates to hear your commercial. When trying to find out
if a station has the right audience for your needs ask to see the
station and market profile.
I advertised once and it didn’t work,
why would it work this time?
Having a marketing plan is key. By
following the basic rules of advertising and marketing it will help
to ensure your success. Account executives offer expertise in this
area and can help you to plan an effective advertising campaign that
will work for you. The first step is conducting a CNA (client
needs analysis) that is basically a research tool to finding what is
necessary to make you shine. Our professional account executives are
ready to build a CNA at no cost to you.
What is Co-op Advertising?
Co-op advertising is when your vendors
will help pay for a percentage of your advertising budget. We have a
Co-op Director that can find out if you have these funds available.
At no cost, please contact us to see if you have co-op available.
I don’t have a large budget, what do
you suggest?
The first step is contacting us so
that we may determine if radio is the right choice for you. We will
conduct a CNA (client needs analysis) to see how we may be
beneficial to you. If radio will not work for you we will tell you,
that is what makes us different from our competitors.
Is there a charge for an account
executive to meet with me?
There is absolutely no charge to meet
with an account executive. We welcome any meetings that will educate
you about what we do and how we might be of service to you. Consider
us your personal marketing professionals available whenever you need
us. Call us today.
What is a “unique selling
proposition”?
What is it that makes you stand out from your competitors? Why would
your customers choose you? The USP is a feature or benefit of your
company that gives a compelling reason for our listeners to choose
you over your competitors. The USP (Unique Selling
Proposition) also helps us to write a commercial to capture your customers’
attention.
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