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Should I advertise?
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
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 helps position your business in the market to keep
potential competitors from taking your piece of the pie.
Is radio right for me?
If people who listen to radio do business with you, then radio is an
option to explore… and 96% of us listen to radio every week.*
Radio has the ability to:
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Expand your market reach
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Target your best prospects
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Generate sufficient message frequency
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Reach mobile consumers
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Motivate people to shop
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Establish a relationship with customers
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Break through competitive clutter
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Make a lasting impression
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Maximize advertising investment
- Make an emotional connection with your prospective customer
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 Advertising Bureau
How do I get started?
Research our website to answer your basic questions. When you’re
ready to take the next step, contact us (at 616-451-4800 or
paul.boscarino@regentcomm.com) so we can perform a custom
marketing analysis for you. You'll meet
personally with one of our account executives. 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.
How much does radio advertising cost?
There are many variables to take into consideration, including the
station or stations being used, the time of year, etc. Even
small advertising budgets can be effective when properly
constructed. Our marketing professionals will customize a plan
for you that will fit your budget and, more importantly, provide a
sufficient return on investment.
What are the most frequent mistakes advertisers make?
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 on your plan, you will eventually enjoy the results.
Successful advertising is no different.
I want to build my business, what do you suggest?
Be realistic about your expectations and the investment that you’re
willing to make. Then meet
one of our account executives 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?
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 at the top of their
shopping list.
How long does it take for advertising to begin working?
This depends on what you are selling and the offer you’re making.
Tell people to visit you for a free $20.00 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.
Who makes my commercial?
Your commercial will be written and produced by our highly skilled
production department. Although production is free to most of our advertisers, a
small production charge may apply for commercials we produce and
send to stations outside of our group. Obviously, we
will gladly accept your pre-produced commercial.
What should I say in my commercial?
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 completed marketing analysis can help us
fine-tune your message.
How much is commercial production?
In most cases, writing and producing your commercial is free.
However, a production charge may apply for commercials we produce
and send to stations outside of our group. Just
contact us for more details.
How can I guarantee success?
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 small business with a small budget – can I still advertise
effectively?
Yes, we can customize a plan to fit your budget and give you a
return on your investment. Our account executives have
experience in effectively working with advertisers with budgets of
all sizes. Contact us
for a marketing analysis so we can suggest a plan of attack.
I’m a retailer, what’s best for me?
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 TOMA approach.
I’m NOT a retailer, what’s best for me?
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.
What about television and cable advertising?
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?
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?
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 your 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?
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.
In addition, with an effective radio campaign, the prospective
customer is more likely to go to the white pages to look up your
phone number. People who look in the yellow pages are
generally shopping "price."
What about billboards?
Billboards are a great tool in introducing a new product or service
to a marketplace or in providing directions to your location.
However, telling the story of your business’s benefits in just a few
words and a picture is difficult at best. Billboards tend to be too
expensive to use as a major part of most businesses marketing
campaigns, however, a high-profile billboard can add a splash if you
have the budget and are already effectively TELLING your story on
radio or television.
What about other radio stations?
We’re big radio fans because of radio’s ability to deliver a
targeted audience. If our audience doesn’t fit your target, let us
know. We’ll be happy to provide you with any contact information
that you require.
Should I hire an advertising agency?
If your budget is sufficient to develop a complete multi-media
marketing approach with extensive creative, there are some
experienced and talented advertising agencies to choose from
locally. An account executive can help you select an agency
that's right for you.
Should I have a jingle?
If you intend on using electronic media (radio, cable, TV), a jingle
can really tie it all together. Let us know if this interests you
and we can help you with the jingle creation process.
What’s a positioning statement?
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?
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?
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?
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 are Arbitron ratings?
Arbitron is an information source that radio stations and
advertising agencies alike utilize for establishing “quantitative”
listening patterns. Unlike the electronically measured “Nielsen”
ratings, Arbitron is a recall-based paper survey done four times a year.
The accuracy of Arbitron ratings are not of the level of televisions
"Nielsen" ratings. However, radio electronic measuring devices
should be coming out in a few years.
What’s a “Marketing Analysis?”
This is the process used to discover your needs and find out if we
might be of assistance in helping you achieve your marketing goals.
An account executive can meet with you one-on-one for a free, no
obligation marketing analysis.
What’s a radio demographic?
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.
What are your payment terms/credit policies?
We gladly accept cash or check. We are also pleased to extend net
30-day payment terms with approved credit. Just contact us with any
questions.
I tried advertising once and it didn’t work; why would it work this
time?
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 executives 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?
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 may 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 - or ask an
account executive to help you with the co-op process.
Do you have any success stories?
We do. Visit our Success Stories page for more information.
I don’t have a large budget, what do you suggest?
First, meet with one of our
account executives. 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?
It depends on the station, but morning drive is usually 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. Though drive-time rates are available, the most
cost-effective rates are TAP (Total Audience Plan); where your
commercial is heard equally in all four primary dayparts, including
drive times.
Should I advertise during nights and weekends?
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 equally 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
executive to meet me for a marketing
analysis?
We do not charge a fee to meet with you in order to perform a
marketing analysis.
What is a “Unique Selling Proposition?"
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.
What’s a “noting score?”
A newspaper term that refers to how many people “notice” a print
ad. Did you know only twenty three percent of people even notice a
one-eighth-page ad? And the “noting” difference between a full page
and three-quarter-page ad is only four percent!* If you have to use
print, here’s a great strategy for substantially improving your ads
noting score. Just advertise that day on radio and tell your
targeted customers to look for your ad in today’s paper.
*RAB
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