Advertising is a two-headed monster. Start-up businesses need it, but can rarely afford it. Yet, they can't afford NOT to use it. Established businesses need it, but rarely realize it until it is too late. They have an established clientele and many don't see the need for continuing it.
How many people move each year? Would you believe 1/4 of the U.S. population? So, every four years you basically have to reacquaint yourself to the neighborhood.
And, it's not just that. Has your clientele been introduced to your competition? Have you had new competition move into the neighborhood? Are you remaining competitive? The questions are many. The answer is simple. Advertise.
A varied advertising plan is best for almost ALL businesses. Price-point should help steer you in defining what is the best bang for the advertising buck in your area. But having a solid presence in one of the big three (radio, television and print) is advised while maintaining . Each of the three has their strengths.
Recently, the mainstream media has pushed the idea that print is dead (and honestly in some markets where newspapers have been over-leveraged, it is, but over-leveraging isn't just a print problem). Prints biggest problem is being able to be price-competitive for an ad campaign. It is best used to do spot advertising.
Television on the other hand lives, but the splintering continues. Cable is giving viewers, and therefore advertisers, TOO many options. Being able to identify WHERE your audience is on the cable box at any one time is a guess at best, UNLESS you want to pay premium dollars for local news spots or big sporting/music events. Again, an alternative that is price restrictive.
Add to that the invention of TIVO and DVR recorders that allow consumers to BYPASS commercials, and how can you be sure that viewers even see your product?
Of the big three, Radio is the best choice (but remember it shouldn't be your only alternative). Packaged with another medium, or a shotgun approach to a number of other mediums, Radio easily gives Advertisers THE MOST COST-EFFECTIVE solution to their advertising needs.
So, your done right? You’ve identified that radio is the key to your advertising success. Not so fast my friends. Here are a couple of keys to help guide you in your search down the radio dial.
- Find the station(s) in the marketplace that aren't over-valued, but yet have solid numbers in the demographic(s) you need for your business.
- Make sure the station you are selecting has a solid production department. Copy creativity could make or break your ad campaign.
- Put together a solid marketing plan to drive consumers to your business.
Remember, it is advertising's job to drive traffic to your business. Once they are there it is up to you, the businessman or woman, to supply the stock, variety and price-point to drive sales and keep customers coming back.
And remember, customers move. A solid advertising plan keeps you in front of your ever-changing client base for the long-haul. Cost-effective advertising leads you right back where we started... to the radio because RADIO gets Results!