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What is a “Unique Selling Proposition?"
Should I advertise?
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If you have competitors working to attract your customers,
or if you want to consistently grow your sales and make more
money, then advertising is a necessity. The key is to know
who your customer is, and why they like to do business with
you. Once you know the characteristics of your best
customers, you simply need to target your advertising in a
way that converts prospective customers with similar
characteristics into loyal customers. It is important to
remember that most businesses are simply unable to
effectively be all things to all people. Always keep in mind
that when you select a particular advertising vehicle
(radio, television, print, outdoor), you are buying an
audience. The goal is to buy the right audience for your
business and improve your chances for success.
Advertising creates store traffic, attracts new customers,
boosts and maintains morale, is an investment in success,
encourages repeat business, generates continuous business,
keeps your business top-of-mind, keeps you in the
competitive race, gives your business a successful image,
and businesses that succeed are usually strong, steady
advertisers.
Is radio right for me?
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If radio were invented today, it would be all the marketing
rage. Why? Because we live in an on-the-go
society, and unlike newspaper or television, radio is with
us everywhere; in the car, at work, and in the home.
Radio is an affordable, mobile, and intrusive medium that
provides advertisers with the ability to target a specific
audience. When used correctly, radio provides a
cost-effective marketing platform for nearly any type of
business.
Radio can reach on-the-go consumers and allows you to
establish a special relationship with consumers. Radio’s
listenership remains strong, while time spent with other
media declines. Radio can cost-effectively knock through the
sea of media bombardment. Radio creates success with
powerful and profitable on-location remote broadcasts.
Radio’s unique formats allow you to target your best
prospects. Radio reaches prospects closest to the point of
purchase. Radio can bridge the gaps left by other media
options. Radio provides unique specialized on-air
promotions. Radio is king for establishing
top-of-mind-awareness.
How do I get started?
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Research our website to answer your basic questions.
When you’re ready to take the next step, contact us so we
can perform a custom marketing analysis for you. You can do
this online, or you can meet personally with one of our
account managers. After answering a series of questions and
telling us what you want to accomplish, we can put together
a customized game plan for your business. Once you agree on
the advertising schedule, we will develop a commercial that
effectively tells your story or makes the case for your
product or service.
What are the most frequent mistakes advertisers make?
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1. Not having the right level of commitment and focus. Many
business owners think they need to do a little of everything
instead of doing one thing well. It’s been said, “I throw my
advertising dollars against the wall and hope some of it
sticks.” Almost any business can get all the customers
they need by simply attacking and dominating the right radio
station.
2. Throwing in the towel before the advertising can work.
Advertising is like trying to get in shape. Getting started is
the hardest part, and the rewards for your time and effort are
not always readily apparent. However, with a healthy dose of
commitment and focus to your plan, you will eventually enjoy the
results. Successful advertising is no different.
I want to build my business, what do you suggest?
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Be realistic about your expectations and the investment that
you’re willing to make. Then submit an online analysis, or
meet one of our account managers to do an in-person
marketing analysis interview. We will then be able to assess
how we can help you. Assuming that our audience is right for
your business, we will develop an appropriate campaign and
develop a commercial that effectively tells your story or
makes the case for your product or service.
What’s the best way to advertise?
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Unless you’re having a special event, TOMA (top-of-mind
awareness) advertising yields the greatest long-term
benefits. Not everyone needs your products or services
today, so advertising for a month is a crapshoot. Reminding
a large group of consumers who are most likely to do
business with you about your Unique Selling Proposition over
and over is most beneficial. When any of our listeners
need your product, our goal is to have your business in
their top-of-mind recall.
How long does it take for advertising to begin working?
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This depends on what you are selling and the offer you’re
making. Tell people to visit you for a free $100.00
bill, and you’ll have a traffic jam outside your business.
Otherwise, advertising is similar to pushing a car. It’s
tough at first, but the more you push, the easier it gets.
Soon enough you can move the car along with minimum effort.
We tell our new clients, “In three months you’ll hate me, in
six months you’ll talk to me again, and in ten months you’ll
be inviting me to your house for dinner.” Stick with
your plan and you’ll be provided a healthy return on
investment.
What is TOMA?
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TOMA (top-of-mind awareness) advertising yields the greatest
long-term benefits. Not everyone needs your products
or services today, so advertising for a month is a
crapshoot. Consistently reminding a large group of
consumers, who are also most likely to do business with you,
about your Unique Selling Proposition, is most beneficial.
When any of our listeners need your product, our goal is to
position your business in their top of mind recall.
What should I say in my commercial?
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Ask yourself, “Why should someone do business with me?”
Be specific. “What truly makes me a better choice than
my competitors?” “What makes us special?” “What
is our Unique Selling Proposition?” Take a look at
your strengths versus your competitor’s weaknesses that can
result in taking business from them. Our goal is to
grow your business by getting you an unfair share of the
market’s dollars from your competition. A marketing
analysis can help us fine-tune your message.
How can I guarantee success?
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After ensuring your business is in fine operating order,
stick to a well-constructed advertising message month after
month. If you deliver your message consistently to the
right people, your advertising will yield rewarding results.
I’m a retailer, what’s best for me?
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Do you live and die by sale events, or do you want more
consistency for your business? Sale event advertising
can drive customers, but it’s the “drug of marketing.”
The more sales you have, the more advertising you need.
However, if you want a steady, less fickle customer base, we
recommend the safer consistent approach.
I’m NOT a retailer, what’s best for me?
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The right message delivered consistently. Whether you’re a
doctor, lawyer or carpet cleaner, a well-developed
commercial (great copy) stating your unique selling position
will keep you in the consumers mind when the day comes that
they need your services.
I’m having an event, how should I advertise?
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Heavy advertising works best for event marketing. We
recommend eight to twelve commercials a day for a minimum of
three days prior to an event or major sale.
What about television and cable advertising?
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Although a sometimes effective marketing weapon, producing a
good commercial that doesn’t look cheap runs thousands of
dollars, and buying prime time can cost hundreds of dollars
for just thirty-seconds. Television advertising that is
effective, meaning acceptable frequency and good placement
on a popular network or program, can be costly.
What is Imagery Transfer?
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If you have been running on television, use the audio from
your TV ad or let us develop a similar copy, and benefit
from “imagery transfer.” Seventy-two percent* of
consumers will visually see your TV ad while hearing your
radio ad at a fraction of the cost. It works well for
AT&T, Budweiser and Coke; it can just as easily work for
you. *Coffin & Tuchman, NBC TV.
What about newspaper advertising?
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Newspaper is more of an information medium than it is a
motivational medium. What is important to remember is that
your potential customers will read, see, note, or associate
you advertisement or message at a time when they are already
motivated to buy, but seldom before that. Newspaper was
great twenty years ago when we had the time to sit and read
it everyday, but unfortunately, it doesn’t play as well in
today’s mobile and fast paced world. Newspaper does not
afford you the ability to target your customers, so it tends
to be a “Spray and Pray” medium. Additionally, in many
instances, controlling the placement of your advertisement
within the newspaper can be difficult at best.
What about yellow pages?
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Like newspapers, the yellow pages is primarily an
informational rather than motivational medium. Place your
business’s name in the consumers’ sub-conscious prior to
opening the yellow pages, and the yellow pages just might
work better for you. Most consumers say they would be more
likely to call a business with a smaller yellow page ad that
they had previously heard of, from radio perhaps, than an
unknown business with a larger yellow page ad. Radio can
prime your prospects with your unique selling position prior
to ever going to the yellow pages, giving you the best shot
to receive their phone call.
What’s a positioning statement?
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All successful marketers use a Positioning Statement. A
Positioning Statement separates you from your competitors,
and reminds consumers of what makes you special. You can use
your Positioning Statement in all your advertising (radio,
print, TV). Just remember to keep it simple and be
sure it focuses on your Unique Selling Proposition.
What is image advertising?
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When you advertise image, you’re establishing TOMA
(top-of-mind-awareness), and avoiding the “another sale”
syndrome. Establishing your unique selling position
with clarity, creativity and consistency is at the heart of
image advertising.
What is branding?
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Branding is establishing in the consumers mind your Unique
Selling Proposition. It helps prospects understand why they
should do business with you rather than your competitors.
How does a buying cycle affect my business?
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We all have needs that create buying cycles. As a
business owner, you want the consumer to think of you when
they need your goods or services. A specific listener
may not need an attorney, dishwasher, new sidewalk, or
retirement plan today. But, what about those who need
these items next month…or next year? Create your
business as a point-of-destination in the mind of the
consumer. When they have forgotten about your
competitor’s ad minutes after they pass over it in print,
you’ll be there to TELL them your story; with consistency,
day after day. That’s how you create
top-of-mind-awareness and that’s how to fight through a
consumers buying cycle.
What’s a radio demographic?
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It’s a group or cell of the population who listens to our
radio station. Our goal is to match your targeted
demographic (target prospects/customers) to one or more of
our programs.
I tried advertising once and it didn’t work, why would it
work this time?
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Experience has shown that if you consistently follow the
basic rules for successful advertising, your chances for
success improve greatly. If you choose not to have a good
game plan for marketing your business, or if you choose to
break the basic rules of advertising, than your chances for
success are not good. Our job is to assist you in developing
a game plan and to keep you focused on your marketing
objectives. That’s why we go through a regimented process
that includes our marketing analysis, the assembling of an
effective schedule, and development of great copy for your
message. This process stacks all the odds for success in
your favor. Our account managers are trained not to be good
salespeople, but good marketers. Suggesting a campaign that
does not work is as unacceptable to us as it is to you.
What is co-op advertising?
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Co-op advertising is advertising paid partially by you and
partially by one of your vendors. For instance, you
may carry a new widget from Acme Company. Acme would
pay up to 50% or more of your advertising bill for promoting
their product(s) in your ads. Contact your vendors and ask
if you have co-op dollars available.
What is “cause related marketing?”
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Cause related marketing is promoting your business through
advertising, while at the same time, providing support to
your favorite non-profit, organization, or event.
I don’t have a large budget, what do you suggest?
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First, complete a marketing analysis online or meet with one
of our account managers. We can then determine if we can
help you. We will also tell you if we can’t help you. That’s
what separates us from many of our competitors.
What is drive time?
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Morning drive is 6am to 10am, and afternoon drive is 3pm to
7pm. The other primary radio “dayparts” are mid-day,
10am – 3pm and evenings 7pm to midnight.
Should I advertise during nights and weekends?
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It’s not always cost effective to “anchor” your commercials
in drive time only. When our clients buy “TAP” (Total
Audience Plan), their commercials run in all dayparts;
including drive times. Attacking a night and weekend
audience is a great way to stretch a small advertising
budget. Think we’re kidding? Just think about the large
number of potential customers you could easily influence who
work night and weekend shifts in our area, or the potential
customers that are running errands on the weekends (driving
in their cars listening to their favorite radio station!).
Plus, there’s less advertising during the evening and on
weekends, which means your commercial has the potential to
be noticed even more than usual.
Is there a charge for an account manager to meet me for a
marketing analysis?
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We do not charge a fee to meet with you in order to perform
a marketing analysis.
What is a “Unique Selling Proposition?"
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A Unique Selling Proposition is some feature or benefit of
your product or service that customers and prospective
customers can associate with your business. A Unique Selling
Proposition distinguishes you from your competitors, and is
yours alone.
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