| |
| |
|
Advertising Information |
|
|
|
How Can All the Radio Stations Be #1?
Are you confused by all the information you receive from various radio stations? Do they all tell you they are #1 and you don't know who to believe? Most of them probably are #1 so believe it or not, they aren't lying to you. The question is, "What are they #1 in and is it a group of ears you want to reach?" Quite often a radio "Account Manager" or "Account Executive" which are pseudonyms for radio sales person, receives a call from someone who states they are gathering information for someone else, the real decision maker, someone who is looking at radio as a possible advertising medium. They ask for an information package to be mailed out to them; or faxed over if it's urgent (Ha!). When the rep asks questions that are essential to the provision of any information pertinent to the situation (demographics, psychographics, time frame, budget etc.), the caller says they know nothing. They were just told to call stations and gather information. Being an obliging rep, the information is sent or faxed as requested ?.and then nothing happens 95% of the time. The decision maker receives the rankers, profiles, sales packages, announcer and program information and can't figure out how to make a decision?.so they buy print instead. Both sides of the prospective transaction lose. The information each station sends out will of course focus on their strengths. As mentioned earlier, many will be #1 in their target market, which really confuses the issue. If the prospective client thinks that everyone is their target market, they may chose to buy the station that has the highest cume audience (cume - unduplicated listeners who tune to the station for at least 15 minutes a week). The price per commercial is usually quite high and discourages new advertisers before they start. Even when the decision maker is the one gathering the information or meeting with the reps, they still often end up confused by all of the data. The secret to gathering the information you need, is to ask the right questions. How do you ask the right questions? You ask the right questions of yourself first and provide as much information as you can about what you want to accomplish with this advertising and whom you need to reach. Make a list of the characteristics of your best customers. Define the age group, the kind of radio they are likely to listen to (talk, rock, easy listening, news, etc.). Identify any psychographics that may be pertinent. No matter how much you would like to think so, everyone is not your customer. There is a group that is more likely to use your services or buy your product and they are the target to focus your efforts on. When you request information, be specific. State unequivocally that you only want information that is relevant to the consumer characteristics, you provide. All the information must be based on the same criteria, to provide a basis for comparison. How else will you determine which station reaches your best customers at a cost effective rate? Bigger isn't always better, so choose your audience based on the criteria you set, and work with the creative team at the station to write and record messages to captivate your customers. Copyright © 2005, Nancy Fraser, Nota Bene Consulting All Rights Reserved http://www.notable-marketing.com
MORE RESOURCES:
Advertising - Google News |
|
|
|
RELATED ARTICLES
How to Write B2B Ads That Catch Customers Are your business-to-business ads working for you? If they are not making sales, are they at least generating interest in your company? Are they making an impression on your potential customers by making you stand out in a crowd? If not, then you should take a look at this article and get those ads working hard for you.Don't just fish for customers, catch them!1. Printing - How Do I Buy It? Why should I care where I get my printed material from, I'll just go for tenders and go with the low bidder. If you do this probably you won't be in business for long or you'll never really run a successful business. 3 Simple Steps to Getting Thousands in Free Advertising Many entrepreneurs believe that they understand what public relations is, but very few do. Publicity and public relations can be used to boost your business by thousands of dollars a week or kill it; the trouble is using it to your advantage. Information To Include On Your Business Card The logo and graphic elements that you include on your business card are quite important, but having the right text and contact information on the card is equally important. Here are our tips about the elements to include:Your name - Consider whether you want to include your middle name or initial, degrees or professional credentials that are unique to your field. Pros and Cons of Establishing an In-House Ad Agency There have been several ads promoting books and reports on thissubject, or included as part of the contents in several mailorder books stating: "SAVE UP TO 17% ON ALL YOUR ADVERTISING" It's legitimate, practical and effective, but like so many otherpromises, there are pros and cons involved. The pros are fairlyobvious. Marketing Messages with Add Zest & Appeal Boring is one thing you can't afford to be when it comes to marketing your business. With more than 3000+ marketing messages pummeling consumers on a daily basis, you need to be more, and do more, if you want to be heard above the racket. Commercial: Consumer - Discounts - Misleading Advertising Marketing is an important tool for attracting customers. It is commonplace to see banners announcing bargains of "70% off the retail price. How Much Money Do I Need to Spend on Advertising? Q: I've never really done much advertising for my business; I've always relied on networking and word-of-mouth. Now I'd like to launch a small campaign, but I'm frightened it will cost a lot of money. 10 Simple Techniques To Make Your Ad Get Powerful Attention 1. Make your ad's keywords and phrases standout by enlarging the text. 10 Ways To Improve Your Print Ads 1) Include a coupon in your large ads. This can increase response from 25 to 100 percent. Developing a Formal Brand Messaging Document Ensure everyone in your company sings from the same sheet of music when it comes to communicating a consistent brand message.Imagine one of your customers calling six different people in your company. Do Your Adverts Get You More Sales? Philadelphia retailer and US Postmaster General, John Wanamaker, once said, "Half the money I spend on advertising is wasted; the trouble is I don't know which half."If you're spending $10,000 a month on advertising $5,000 is going straight down the tubes. 7 Essential Elements for Profit-Pulling Ads Advertising will make or break your business. It is crucial to your success that you learn to write great ad copy. Improve Your Promotional Flyers And Improve Sales Admittedly, I have not seen your advertising flyer. Then again, I probably don't have to. Media Planning: Smart Choices for Your Success Media Planning for SmartiesYou say you're ready to advertise. How are you going to choose whether to place your ad in the local newspaper or a national magazine? Why not do a radio spot or place a banner ad on a related company's website? Understanding the benefits and pitfalls of these different forms of media will help you get the most out of your advertising budget. Successful Print Advertising Designs Do you often see print advertisements outdoors, as much as you see Web advertisements when you surf through the Web? I'm pretty sure that you have entirely different views and reactions upon seeing and actually taking notice to these two different kinds of advertising. The differences may vary in their use of color, typefaces, and space. The First UK Man To Become a Human Billboard an Interview Advertising on humans using tattoos is rapidly kind of freak niche that is definitely growing. It all started about two years ago (to the best of my knowledge) when a guy ran an ad on eBay offer his forehead as a billboard. Media Savvy - Treat Them As You Would Your Best Customer The ability to lead, persuade and influence are integral skills for effective managers. The capability of telling a story that inspires, motivates and informs is an essential part of this process. Media Savvy - How To Manage Your Time To Gain The Best Media Coverage Did you know generating positive media coverage is four times more effective than advertising? Getting exposure in the media is far-reaching, utterly credible and free. As an added bonus you may well attract an audience that you never anticipated. Too Much Build-Up: Over-Zealous Ad Copy Can Break The Sale How many times has this happened to you?A friend recommends a film that just came out: "You've GOT to see this movie! It's SO (funny, scary, suspenseful, etc.).
|
| home | site map |
| © 2007 |
