Advertising and Marketing in Sioux Falls - Duane Christensen

Posts Tagged ‘results radio’

Your On-Hold Message Needs Help

In Advertising, Customer Service, Marketing on September 8, 2014 at 9:17 am

on hold messageThe on-hold message for your business matters.  And your on-hold message needs help.

I was recently on-hold for a few minutes the other day.  It was a local business.  Their on-hold message is what gave me the idea to write about this topic.  But I WILL give them kudos for trying to make an on-hold message that stood out from all the others. Yet I would have preferred some run-of-the-mill classical music.  Here’s why…

They had a radio jingle as part of the message.  They also had a voice telling me a few things.  They talked about the services they provided and the products they had. Which is predictable. (Remember? Predictability puts a choke-hold on marketing effectiveness)

Then, the voice kept saying, “Thank you for calling. Your call is VERY important to us.”  I heard that about 5 times within about 3 minutes.  Yes, I know my call is important to you, whoever you are. And then the jingle would cut in occasionally… which seemed very out-of-date and was kind of annoying.  (that’s the thing with jingles – they can either do wonders for a business, or turn people off)

So… what’s my advice on your on-hold message?

  • Tips
  • Advice
  • Stories

I would hang on every word of your on-hold message if you were giving me tips and advice regarding your industry or the products and services you provide.  And not lame tips that 85% of the population knows.  I’m talking about really interesting or even obscure information that would intrigue me and / or help me.

DON’T TRY TO SELL ME WHILE I’M ON HOLD!  At least don’t be so obvious about it.

If you told me a few customer experience stories…you’d have my attention.  As long as you don’t water them down.  I love to hear the specifics.  When you tell a detailed story…it means it’s real.  And then people know you’re not “full of it”. People also like to hear that they’re not the only ones who might be in the same situation.  Make them feel comfortable about calling.  Make them feel confident that you’re a business who cares about giving them a good end result.  If you can cause people to like you a little bit more because of a tip or a story you told them… then you’ve just moved them closer to buying from you, buying MORE from you, or buying more OFTEN from you.

All that from an on-hold message.  Can you believe it?  Believe it.  The communication you have with your customers matters.  The words you choose matters.  It’s not the “act” of doing something (direct mail, on-hold message, advertising, core customer emails, thank you cards, etc.) … it’s the manner in which you do it. It’s the FEELING you give someone about you or your company… that makes all the difference.  Make sure the sincerity level of your marketing communications is dialed up to a level 8, 9, or 10.

Do you think you should have a “professional” voice do your on-hold message?  I’d actually prefer if the business owner or someone within the business did it.  Because it cranks up the “Sincerity Level” another notch or two.  People want to do business with good, honest, hard-working people who care about their customers. So, show them that’s what you are.

It’s pretty much the same with all of your marketing communications.  Make it real.  Make it sincere.  Tell us something we might not know.  Tell us a story that can help get your point across.

Have a great day!

Duane Christensen

Results Radio Townsquare Media

Sioux Falls, SD

605-940-7984

duane.christensen@results-radio.com

My website: http://www.duanechristensen.townsquareinteractive.com

The Great Eraser of Advertising

In Advertising, Radio Ads, Radio Scheduling, Strategy on February 5, 2014 at 1:55 pm

The Great Eraser of Advertising

Sioux Falls Radio Advertising

The great eraser of advertising is SLEEP.
Image courtesy of “Maggie Smith” / FreeDigitalPhotos.net

The great eraser of advertising…is sleep. And I’m going to give credit to my understanding of this…to Roy Williams at the Wizard Academy in Austin, Texas. When I went there for 3 days, years back…he literally changed how I looked at the world. And of course he also changed my understanding of how advertising works.

So, the great eraser of advertising is sleep. Every night we go to sleep, our brains purge all the junk out of our brains. It starts putting things like the hundreds of irrelevant marketing messages you were exposed to today into the proverbial trash bin. If it didn’t do this, our brains’ estimated 2500 terabytes of memory would fill up pretty fast. To put it another way, your brain has the potential to store about 2 trillion pictures of cats. Ha! But this is an estimate. Our brains are amazing and we’ll never truly understand how and why it does things.

So, how do we get a consumer’s brain to start remember the plumbing ads for Bob’s Plumbing? Or the mattress ads for the Princess Pea Mattress Factory?

For starters you need repetition to overcome the brain purging every night we sleep. You’ll need enough ads airing on the radio so that the average listener hears a certain radio ad 3 to 4 times per week. And after looking at radio listening habits across the nation, that equates to running 21 to 25 radio ads per week between 6am and 7pm. It’s the closest we can get to a formula when it comes to radio ad scheduling. Of course, there are other options regarding an ad schedule and the best use of your budget. And we can’t forget to take into account your competition and how much they’re advertising to the public.

This is how you get people to start remembering a business’ radio ads. Repetition is the first step towards branding. Just like Pavlov’s dogs, remember? The meat paste and the bell ringing and the drooling?

But getting the dogs to drool when they heard the bell wouldn’t have happened if Pavlov didn’t use meat. If he used lemon juice or Windex, he wouldn’t have got the results he did. In branding a business, there must be a message that’s pleasant and relevant shared with the radio listener that’s tied in with the business itself. You want to associate something good or something helpful with doing business with the particular advertiser who’s trying to get advertising results.

Otherwise…you’re just spouting words across the airwaves that nobody cares about – and will never have the chance to be remembered when people need what the advertiser offers. Amazing results from advertising will come when your ad is of the branding or relationship building nature that has a chance of making someone feel warm and fuzzy in a sense, when they hear it. And when you repeat those kinds of ads over and over, consistently, in a long-term plan, that’s when the “true branding” starts happening.

Then, your ads must also use words that aren’t boring us to death. They need to tell a story. They need to give us useful information. They need to “connect” with us and include a strong emotional element. We’re emotional beings. We like to do business with those we like and trust. Therefore, radio ads should always be increasing the listeners’ chances to like and trust an advertiser before they’ve ever even met them. Then, when the listener actually HAS a plumbing problem… when they’ve had enough of their sore back in the morning… they’ll definitely have Bob’s Plumbing and Princess Pea’s Mattress Factory among the top prospects or hopefully THE top choice for them to call.

Great advertising comes from the words you use…and the manner in which they’re used. I feel like I’m pretty darn good at that. Let me know if you’d like to talk about making your mark on Sioux Falls and the surrounding area. Thank you. Have a great day!

Duane Christensen
Results Radio Townsquare Media
Sioux Falls, SD
605-940-7984
duane.christensen@results-radio.com
http://duanechristensen.townsquareinteractive.com/

Radio Ad Writing – The Search For Perfection

In Advertising, Radio Ads on November 24, 2013 at 10:18 am

Radio Ad Writing – The Search For Perfection

I put too much pressure on myself when it comes to writing radio ads. I have needed to write a couple scripts for two clients for about a week. I’ve been stressing. I’ve been waiting for some inspiration and spark. It hasn’t come yet.

In a perfect world, my clients would give me access to their brains whenever I wanted. But business owners are busy. They’re running a business! So, I need to take the info I’ve gathered from them in the past and look at it again. Look at it from someone else’s point of view maybe. Turn it upside down, I don’t know.

Or maybe it’s time for another 30 or 60-minute session with my clients…to gather and record new information. Sometimes I feel like I’m bugging them. Sometimes I feel like they don’t feel that their advertising is as important as I think it is. Of course, my worry is probably unwarranted.

Radio Ad Writing

The thing about “quality”…is that it’s not good enough. Anybody can be quality. It’s when you rise above quality that allows you to shine. I always want the ads I write to kick quality’s butt.

All of my worries are because I have a tendency to push towards perfection. Which I think is a good thing for my radio clients. It just tends to give me extra anxiety that I’m not sure I’ve learned how to deal with. So, maybe I should pull the reins back a bit and not get so crazy.

Good Radio Ad Writing Doesn’t Come With The Snap of Your Fingers

Instead of waiting for the perfect idea to pop in my head, I need to just start writing. Write, damn you! And it’s amazing once I start writing…better ideas follow. The only problem is that I forget to just start writing sometimes. Or maybe I’m not in the mood to write. I’m going to make a sign to hang in my office cubicle. It will say, “Just start writing, man!”

If my Sales Manager, Rick reads this…I’m sure he’ll be curious about whether I follow through. Oh, and Rick…sorry I’ve been sick recently. My viral illness spiraled into a painful case of pleurisy. But when the pain meds kick in…I’m fine. So, I’ll be writing today. Writing and helping out with laundry. The cool thing about being sick and “laid up” for a while is that it’s like a vacation for the brain. Once you start feeling better…you get a burst of energy and ambition. I’m hoping that time is today for me.

I know my radio ads help a lot of businesses grow and increase sales. I just want them to know that because I care and respect their investment so much…it turns me into the anxiety-ridden perfectionist sometimes. My radio ad writing comes and goes in flurries. Not sure if that’s the best way to “do this” though. So, the advice I’m giving myself today is, “Just start writing, man!”

As a business owner…if you feel your advertising people may not have conflicts like mine at all…or if you feel they may not be putting as much care and thought into your Sioux Falls advertising efforts, I hope you’ll reach out to me. I’d love to create something great for you. It’s not about the radio station or wherever you decide to advertise. It’s about the word in those ads. It’s about the emotions and pictures you can paint for people with radio ads. Great radio ad writing can make wonderful things happen for your business.

That’s all for now. Have a great day!

Duane Christensen

Results Radio Townsquare Media

Sioux Falls

605-940-7984

Window Company Might Need A New Radio Ad Strategy

In Advertising, Radio Ads, Strategy on November 8, 2013 at 6:33 am
Image courtesy of "domdeen" / FreeDigitalPhotos.net

Image courtesy of “domdeen” / FreeDigitalPhotos.net

Listening to the radio the other morning, a window Ad caught my attention. That’s good. That’s what it’s supposed to do. Well, it’s the first thing it’s supposed to do, but that’s not the ONLY thing it should do.

The ad started out giving reasons why someone might need new windows. Drafty, fogged up, condensation, etc. I immediately thought of a few of my older windows. Then, I also thought replacing my windows is not something I needed to do right away. They’re not that bad. Maybe my heat bill is a few bucks higher…oh well.

But here’s the thing that the advertiser failed to do. They failed to make me feel good about THEIR company. They didn’t give me any reason to trust them more than any other window company. All they did was educate me on the signs that I don’t have a perfectly efficient window. I don’t even remember the name of the company (because they failed to give me a reason to remember them).

Here’s the thing about windows. It’s not like buying groceries. People will take a lot of time to consider their options. And people also don’t need to replace their windows very often…or ever. So, the number of people who are in the market right now for new windows is very very small.

The window company radio ads should either be branding themselves to the public. Or they should have had a whopper of an offer, call to action, or added value mentioned in their ad…in order to make the people who really need new windows ACT NOW.

The best kind of advertising would be of the branding sort. The kind of ad strategy that glues a business name in the public’s mind. That series of ads would make me trust THAT company above all others. That company would cause me to feel good about their company. And they would tell me their stories in their ads consistently and repetitively over time on the Radio. That way…I’ll remember them and feel best about them when the time comes for me to replace my windows.

You might say, why not just always have a great offer or a discount of some kind and only attract the people who need your product or service at this very moment?

It’s because that percentage of the population is really small. And you’d be fighting against all the other window companies making offers as well. And then you mostly attract the people looking for the best deal. And you have to make one heck of an offer or discount available…decreasing your profits. Over and over and over and over. It’s an endless cycle of PANIC and a “what kind of deal can we offer this week or month to drum up some business?” kind of situation.

But when you get people to basically love you and trust you and REMEMBER you for wonderful reasons BEFORE they ever have a need for your product or service…then you attract a better kind of customer who is on the lookout for a trustworthy and high-quality business to buy from. That buyer is far more profitable. That buyer won’t get quotes from 17 different window companies (or whatever industry you’re in). They’ll start with you. You’ll either be on the TOP of their list of who to call, or you’ll at least be the top 1, 2, or 3. And that’s WAY better than being the 11th option…or not an option at all.

See what I mean?

Radio can work wonders for you…when you have the right strategy and the right kind of branding message that causes people to remember you for the right things.

You might not even know that Radio Advertising can work really well. You might be considering a “mobile” ad campaign because everyone has mobile phones, right? That’s gotta be the best way to find a new customer, right?

And all that time you were wondering what new technology you could dive into to capture new customers…Radio was always there. And always with the huge potential to help grow your business. But you just weren’t using it correctly.

I hope this example from the window company radio ad helped shed some light on things for you. It’s not that the radio ads can’t help them. They can. Especially if there aren’t a lot of other window companies advertising. You can win a little just by default if your competition isn’t doing much advertising. But it’s just my opinion…this ad campaign can be much much better.

If you have any specific questions about radio advertising or about any other kind of advertising (digital, text campaigns, TV, print, etc.), all you have to do is ask. Either email me or call me. Let’s sit down and figure out the best things we can say to your potential, profitable new customers. Let’s talk over your options.

I want your advertising to work for you. I want you to see business growth and prosperity year after year. Let me know if you’d like some help.

Thanks. Have a groovy day!

Duane Christensen

Results Radio Townsquare Media (8 radio station group)

Sioux Falls, South Dakota

605-940-7984

duane.christensen@results-radio.com

I write this blog on behalf of my sales and marketing career at Results Radio Townsquare Media. My goal: Help more local business owners get more for their advertising buck…and be thrilled with the results.

Fixing a 30-second Radio Spot and Strengthening a Client Relationship

In Advertising, Radio Ads on October 16, 2013 at 7:35 am
Image courtesy of "digitalart" / FreeDigitalPhotos.net

Image courtesy of “digitalart” / FreeDigitalPhotos.net

It’s not their fault. They didn’t know it was BAD.

I recently received a radio script from new client. It was 30 seconds worth of words that sounded like every other ad that their industry cranks out. It was going to be ignored. It was going to blend in with every other craptacular 30-second radio spot that talked all about the business, but not about the listener.

So, I had a dilemma. I already knew they were going to spend some money to air the radio spot. I’m assuming most advertising people would have just let’r rip! “Let’s take their money and run for the hills!” But I didn’t do that. I called the client and started to explain myself. I gave the biggest reasons why it wouldn’t work. And then I said, there are a few things in the radio ad I’d like to keep…but I want to re-write it and see what you think.

A few hours later I sent a 60-second radio spot. I added some flair and “likeability” to the ad…but I focused the entire spot on that one main point that the business was trying to get across. I shined a light on it…instead of just mentioning once or twice. I made it impossible for listeners to ignore the message. Because the point of the ad had a good chance of attracting the right new customer. It had some merit.

Now, the radio spot was actually easy to listen to and keep someone’s attention. I added humor to it. I added unpredictability. I added a few production elements that added to the point we were trying to make.

They loved it. I don’t think anyone had ever explained how advertising works to them. They only dealt with order takers in the past…not marketers. They told me straight up that they appreciated my honesty up front and my experience that turned a mediocre ad at best into one that actually WORKED! They ended up making another buy and I think we’re on our way to a beautiful friendship.

And I felt better about myself because I did the right thing. I ran the risk of losing a potential new client because I told them their ad wasn’t going to work. Even if I did take their money initially…it would have been very short-term. They would have moved on to the next advertising medium or rep…and tried the same thing.

Now the business understands that it’s not only about WHERE you’re advertising…most importantly, it’s WHAT YOU SAY to the people that will make all the difference. Victory!

If you’d like to talk about how to NOT let your advertising blend in with all the background noise, just give me a shout. I’d love to discuss real options and different ideas.

Thanks for reading. Have a groovy day!

Duane Christensen

Results Radio Townsquare Media

Sioux Falls, South Dakota

605-940-7984

duane.christensen@results-radio.com

I write this blog on behalf of my own sales and marketing career at Results Radio Townsquare Media in Sioux Falls. (8-station radio group + ad writing + strategy). This is not the company website. This is my own personal radio advertising blog. I hope to educate future radio clients as well as share some extra insight to my current radio clients.

Better Ads = More Buying Power

In Advertising, Business Growth, Radio Scheduling on October 4, 2013 at 4:10 pm

You want to advertise, but you also want to invest WISELY.

Let me help you spend your money. Just kidding. Let’s help you get MORE for your advertising investment, eh?

Here’s how this works.

Let’s say you were going to hire an AVERAGE or below average advertising person. They’ll gladly take your money…and then sloppily put together some ad with no idea about whether that ad might work or not. OR they’ll tell you that you have to air 42 ads a week regardless of your type of business or your local competitive situation. You’ll end up spending more money…and getting less in return if you go with this option.

What’s the other way to go? You can have better ads (or commercials – whatever you want to call them) When you have better ads and a better overall strategy fueling your ads, then you don’t have to BUY as many ads to air each week. Seriously. I’m not makin’ this crap up!

When you’re actual advertising message “hits the mark” with your targeted prospects better…then they have more impact. Here’s a totally made up scenario…

You’re told that you have to buy a lot of ads to make it work. So, you buy 45 ads a week. The ad itself is nothing special. But you’re “getting your name out there”, right? You’re disappointed with the results.

Then, you decide to do it better. You call me. We talk. You understand how advertising works a lot more just because we had a 20-minute conversation. You’re a bit more optimistic, hopeful, or maybe even excited now. I put a plan together for you. Instead of 45 ads a week on the radio per radio station, I suggest 24 to 30. Then, I come up with a better ad. Or series of ads. And then those ads start working. They’ll start working when a lot of thought is put into the plan in the beginning. There’s a foundation at the heart of it that will allow everything to work better, faster, and just plain WORK!

So, I’m not only going to be able to save you money initially, but you should be MAKING more because the advertising you’re doing with me and Results Radio will be pulling in more profitable customers to you. Then, all you have to do is make those customers happy and tell a few people about you…and Boom things start really crankin’ for you. Life is good!

With the money you’re saving initially on fewer ads each week…you could probably advertise on a 2nd radio station for the same money that the “average” ad person would have proposed!

Image courtesy of "stockimages" / FreeDigitalPhotos.net

Image courtesy of “stockimages” / FreeDigitalPhotos.net
MORE BUYING POWER!

Do you understand now that BETTER ADS WILL GIVE YOU MORE BUYING POWER?

BUT…none of that has a chance to become reality until you call me for an initial 20-minute conversation. Maybe it’s over coffee. Maybe it’s in our cozy little library at Results Radio. Maybe it’s in our top-secret brainstorming room with cushy, colorful chairs.

I’m a nerd about this stuff. I’m YOUR nerd…if you’ll have me. Let’s chat. I’d love to help out! I’d like to help you reach your business goals. What? You don’t have any? You should get some, because then you can get excited when you reach them. What’s your Sioux Falls or surrounding area market potential? Can you double your revenues? Triple them? Set some goals. I want to help you reach them.

Thanks for reading. Have a groovy day!

Duane Christensen

Results Radio Townsquare Media (8-station radio group)

Sioux Falls

605-940-7984

Let me add a little disclaimer here. Not every situation is the same, but this is a pretty frequent scenario I just talked about. And no, not every ad person will help waste your money faster. But I’ve seen too many who do not have your best interest at heart…or not have the knowledge to make your advertising work for you.

Who’s The Big Dog?

In Advertising, Business Growth, Marketing, Radio Ads on August 14, 2013 at 8:43 am

Who’s The Big Dog?

Image courtesy of "Photokanok" / FreeDigitalPhotos.net

Image courtesy of “Photokanok” / FreeDigitalPhotos.net

Would you like to take a bite out of the big dog’s market share? If you want to grow…that’s where you’ll most likely have to steal customers.

Are you saying to yourself, “Why would I want to steal customers?”

Well…that’s where your growth comes from. People are already using someone else to get the services or products you provide. But not all of those consumers are happy with who they’re doing business with. That’s where YOU come in.

You need to be more appealing to them. You need to offer something better. You need to treat them better. Ya know? Good customer service? Yeah, it’s important. Putting your employees on auto-pilot and free rein to act however they wish…isn’t a good plan. If you’re going to chop down the “big dog” a little bit…you’re going to have to perform better – in every aspect within your business.

THEN…you need to tell people about it. That’s where your radio advertising comes in. It’s easy to just spend some money on advertising and watch it NOT work. That’s a piece ‘a cake. The hard part is making your advertising WORK. Especially if you have a big dog in your industry who is “top of mind” in Sioux Falls (or wherever you are).

So, if that’s the case, you’ll probably have to run more than 3 radio spots per day. We’ll be looking at possibly 4, 5, or 6 radio ads per day. There’s not one formula that’s going to work best for everyone. You have to take into account your competitive situation – or your “big dog” situation.

And if you’re already one of the bigger dogs, then you have to be aware that you’ll have competitors who want to take a piece of YOUR pie. So, you’ll want to at least protect that share with a good ad strategy. And Radio is one of the best places to do that.

You’ll need to set yourself apart from your competition. You need a strategy that lets people know how you’re DIFFERENT. And how you’re able to make their life better by choosing YOU. It’s more than just “running radio ads”. We’ll help you come up with a differentiating strategy. We’ll help you come up with a series of radio commercials that can start “sticking” into people’s minds. And radio does that best when you insert EMOTION into your radio ads. You will need to connect with potential new customers on more than a logical level. You need to push some of those emotional hot buttons and get people to remember you and feel good about you when they need what you offer.

When you buy any kind of advertising…if you’re not told any of this, then you should be wary. You might be told that just by advertising on their TV station, newspaper, website, or buying a special direct mail list that RESULTS will automatically come to fruition. That’s not the case. You need to SAY something worthy in your advertising. The media you choose isn’t the power, it’s the message you’re spreading around. If you don’t say anything in your advertising that is compelling and if what you say doesn’t move someone closer to doing business with you…then you’re wasting your money.

Did you know that just by sharing a better message (above and beyond a poor or average message) your RETURN ON INVESTMENT can be up to 8x better? Yes. 8 TIMES! So, doesn’t that even make it sillier when you’re worried about getting the lowest ad rates? I can find you some really cheap advertising…but you’ll still be throwing that money down the drain if you’re not saying the right things in your ads.

You wanna go after the big dog? We’re good at helping local Sioux Falls businesses do that. And if there’s not a clear “big dog” in your category right now…we’re good at turning businesses INTO the BIG DOG. What’dya say? Ready to take a look at how we can help? How I can help? Yes, I work alone on most of my clients’ radio strategies and ads…but when it’s needed I also get help from my team at Results Radio. That might entail orchestrating a few brainstorming sessions with my team and your team, or bringing one or two extra people along to meet you and ask a few of their own questions.

Let’s start here though…

What would you like your advertising to accomplish?

What is your 5-year GOAL for your business?

Ideally, how much more would you like to grow in the next 5 years?

Let’s start there. I want to help you hit your big target. Maybe you have a goal of growing your business by 4x. That’s great. Let’s start the discussion on how we could help make that happen. It’s more than just advertising…and we’re here to give any extra advice and resources we can if you need it. We’re way more than just a radio station. We’re business growers. We’re staying on top of everything so our radio stations (and our websites) remain in the homes, cars, phones, and work areas of the majority of the population.

I’d love to help. All you have to do is reach out to me. I’m harmless. : )

Have a great day!

Duane Christensen

Results Radio Townsquare Media

Ad Writing / Ad Strategies / Digital Advertising / Radio Sales

605-940-7984

duane.christensen@results-radio.com

I’m a radio rep for Results Radio Townsquare Media. I write this blog on behalf of myself. Bottom line? I truly enjoy helping businesses get from their Point A to their Point B in an efficient manner. And Radio Advertising is just one of those ways that has worked wonderfully well for my radio clients. We have 8 radio stations within our group to help you reach the people you’re looking for.

I Want My Pot Roast NOW!

In Advertising on July 23, 2013 at 7:33 am

Great success with your Radio Advertising is like a pot roast.

You’d love it if you could cook a pot roast in 10 to 20 minutes…but you’d be disappointed. You’d love it if your Radio Advertising worked at its maximum level within the first week or month you’re on the air with your radio ads…but you’ll be disappointed.

That delicious pot roast takes some time to fully cook and bring forth all of its juicy, meaty goodness. And it’s the same for your radio advertising…

Image courtesy of "-Marcus-" / FreeDigitalPhotos.net

Image courtesy of “-Marcus-” / FreeDigitalPhotos.net

But it’s well worth the wait when you bite into that roast. And your radio advertising will be well worth the wait when it starts getting into the minds of the listening audience (and sticking).

Let’s compare this to Direct Mail – the microwave popcorn of advertising.

Direct Mail gives you almost everything it can give you…immediately. Heck, “they” even say you’re supposed to commit to at least 4 mailings to a particular list before you can see any real results. So, why would you only do Radio for a few weeks and then abandon it when you’re disappointed?

What radio does that any Print advertising cannot do…is settle into your memory. Branding. You can become “the one” most people remember when they need what you sell. Wouldn’t that be cool? You can be “the one” people FEEL BEST ABOUT when they need what you sell. Do you know what the glorious results of that are? It means growth. It means you don’t have to put a “special offer” or discount into every ad. More profits. Better customers who value what you stand for, not people only looking for “a deal”. And that happens because of SOUND. You can stick into someone’s head with a good message faster and more sticky by using the power of Radio sound and repetition. (think Pavlov’s dogs – bell ringing)

How long is your product or service buying cycle? Which means how often to people need you? Every week? Every year? Ever 5 to 10 years? Your answer depends on how fast your advertising will work. If you’re selling mattresses, I’m going to make you a much happier advertiser with Radio versus your print advertising or Direct Mail campaign. Are you a remodeler, home builder, plumber, roofer, garage door company, farm implement dealer, furniture store, glass company? Same. Not everyone needs you today or next week or next quarter…that’s why it makes more sense to take the road to branding and getting into your prospects’ minds as one of the best, safest, most trusting place to buy from when they need you. You can’t make that happen with Direct Mail or the newspaper or a billboard.

You can’t do that with a crappy Radio message either. That’s why I focus on crafting a radio ad campaign strategy that lays the foundation for getting people to feel most comfortable with YOU…instead of any of your competitors.

So, let’s be patient and do it right with a tasty pot roast instead of settling for pop tarts or microwave popcorn. Let’s start the conversation. Give me a buzz and we can discuss your unique situation.

Side note: When you’re on the Radio…any Direct Mail piece you supplement your Radio campaign with will have more impact. Just make sure you have a bold message to share. Get noticed. People aren’t waiting patiently for your next advertisement. Every radio ad, postcard, thank-you note, etc., needs to pack a little punch.

Thanks for reading and have a great day!

Duane Christensen

Results Radio Townsquare Media – Sioux Falls

605-940-7984

My work website: http://duanechristensen.townsquareinteractive.com/

If you have questions about the cost of radio advertising, which radio stations would be a good fit, or how to get started attracting more customers, don’t be afraid to ask. I like to help good businesses take a bigger slice of the Sioux Falls market.

I’m a 39-year-old ad writer, radio marketing guy, and business helper. I’ve been learning and growing at Results Radio since 1998. I’d like the chance to show you what we can do for you.

What’s Your Reason for Advertising?

In Advertising, Business Growth, Marketing, Radio Ads, Strategy on July 8, 2013 at 8:32 am
Image courtesy of "Stuart Miles" / FreeDigitalPhotos.net

Image courtesy of “Stuart Miles” / FreeDigitalPhotos.net

Why do you want to advertise?

  • Because business is slow?
  • Because you now have some cash flow and want to keep growing?
  • Do you need a short-term “fix” or spike in sales?
  • Because you can’t keep customers happy and need to constantly replace them with new ones?
  • You’re a new business?
  • Something else?

I love helping those businesses who want to grow, and who want to continue to grow and take a bigger slice of the market. Or those who have a lot of competition and are fighting to maintain their share or would love to “move up in the ranks” within their local market.

And that can’t be done by quick bursts of advertising like a shotgun at the hip hoping you hit something. A splash here, a splash there, a sprinkling of ads to reach everyone – it just doesn’t work..

You wish that would work. Everyone does. But it doesn’t.

I want to help you and CAN help you, if you answer Yes! to these questions:

  • Are you looking for consistent growth, year after year?
  • Do you want an advertising campaign where you don’t have to discount your prices in order to snag a new customer?
  • Would you like someone to help you manage your ad campaign? (meaning someone who will stay on top of things, write ads, keep ads fresh, give you time to do other things like run your business)
  • Would you like help with what you say in your ads? (ad writing, set you apart from your competition, slogans, etc.)
  • Would you like to work with an advertising person who has your best interest at heart and can advise you on other marketing tactics?

Radio advertising is currently helping hundreds and hundreds of local Sioux Falls businesses. The businesses in which Radio Advertising helps MOST, are those who are being a little “different” in their advertising message. They’re not just using Radio for the sake of using Radio. They’re using it to engage on a deeper level with Radio listeners. They’re branding themselves as one of the top go-to places for Sioux Falls and surrounding area consumers.

Sure, Radio can “get your name out there”. But what good is that if nobody will remember your name when they actually need what you offer? Great radio advertising will brand your business name into the hearts and minds of the large radio listening audience. When you do that, you’re not only advertising to the miniscule slice of people who need your product or service NOW…but you’re branding yourself. That way, when the other 99% (give or take) of your radio audience who need you down the road…will remember you. And then, you’ll be one of the top choices they contact, or possibly the FIRST businesses they choose to contact.

Can you imagine how something like that could immensely improve your situation and bottom line?!

Radio is mass media. Which means it reaches a ton of people. Don’t get overly worked up about your “target”. People are people. And they listen to all different kinds of Radio. There is not one kind of person who listens to one kind of Radio. Radio reaches the masses. And you’d be surprised at which radio stations people listen to. Don’t use Radio for “targeting”. That’s what Direct Mail is for. Radio is for branding your business into the hearts and minds of massive amounts of people.

If you know the type of person you’re looking for (a profitable customer whom you enjoy serving and doing business with)…your Radio advertising should talk very directly to that person. Talk to their likes and dislikes. Talk to their heart. Befriend them with your Radio ads before they ever do a lick of business with you. Earn their trust. Help them feel confident they’ll be treated right if they decide to visit you. Make them feel like you’re “the one” to help solve their problem or improve their life.

What’s YOUR reason for advertising? Is because you’re dabbling with entrepreneurship? Or is because you want to take the bull by the horns and make something happen? Business growth and success does not happen automatically or magically. Successful local businesses went after it. They knew there were obstacles and possibly even a lot of competition in their field. They knew they had to advertise, commit to a plan, and do it differently than everyone else spinning their wheels and sprinkling their ad budget around hoping something sticks.

This isn’t a “DO THIS or you will fail” message. I just want to be one of the first people you contact when you have advertising and marketing questions. I’d like to help you understand what works and what doesn’t when you decide to invest in a successful advertising plan. I want to help. I love to see good businesses (who are good to their customers) succeed and prosper. I want to introduce you to MORE people who would appreciate the products or services you offer.

A good Radio plan can work wonders. And it doesn’t have to be overly complicated. I’ll explain how it all works – just give me a call and we’ll talk. No annoying pie charts and statistics about how Radio is the biggest, baddest thing since sliced bread. Just honest advice on how you attract more profitable customers and grow. Radio is helping my clients do that. Let’s help you do the same.

Have a great day! Hope to talk to you soon.

Duane Christensen

Results Radio Townsquare Media – Sioux Falls

605-940-7984

My work website: http://duanechristensen.townsquareinteractive.com/

If you have questions about the cost of radio advertising, which radio stations would be a good fit, or how to get started attracting more customers, don’t be afraid to ask. I like to help good businesses take a bigger slice of the Sioux Falls market.

I’m a 39-year-old ad writer, radio marketing guy, and business helper. I’ve been learning and growing at Results Radio since 1998. I’d like the chance to show you what we can do for you.

You Paid Too Much For Your Fireworks

In Advertising on July 5, 2013 at 7:41 am
Image courtesy of "graur razvan ionut" / FreeDigitalPhotos.net

Image courtesy of “graur razvan ionut” / FreeDigitalPhotos.net

I got annoyed the other day, listening to all of the fireworks ads.

Yowza! If there’s any industry who needs to “say something different” in their ads…it’s the fireworks people. You know the ones with the big red, blue, yellow, white, or black buildings?

Here’s what they tell you…

“The lowest prices, the biggest bangs, in the big (insert color) building.” yada yada yada

Then, I heard this in one of them…

“If you didn’t get your fireworks at the big blue building, you paid too much.

Then, a few minutes later, I heard another advertiser say this…

“If you didn’t get your fireworks at the big black building, you paid too much.

Now, I’m confused.

Do you know where I got MY fireworks this year? At the smaller fireworks shop that was closest to where I live. Did they have the lowest prices? I have no idea. Even if I paid a couple bucks extra for the $57 of bangers I picked up…whatever. They were really busy for about two days before the 4th of July. And I’m sure they didn’t advertise.

Listening to all the fireworks ads, I thought, “There’s no way these places are getting much ROI from these ads.” These advertisers are trying to persuade us to go to their establishment based on price mostly – which there’s no way that fireworks prices differ that much between buildings. Or they’re trying to tell us that they have the ultimate boomers and sparklies to light up the sky. I don’t believe it.

So, what would I do if I owned one of these places? My radio ads would let people know where I’m at… “Hey if you live or work near (insert location), stop by and let’s get you all set up for your Independence Day celebration.” My radio ads would also let people know that most fireworks are going to cost pretty much the same wherever you go…so you might as well shop at a place with some friendly smiles and free “big daddy” punks.” (or some kind of freebie that you give them with every purchase)

But the biggest way to make a fireworks ad go a long way is to make the WHAT YOU SAY and the WAY the ad is voiced totally different from every other fireworks ad. Don’t make it sound like the monster-truck-sunday-sunday-sunday! ads. Just tell it like it is. “Yup, we sell fireworks just like the 50 other places in this town. And the prices aren’t really that different. We’ll greet you with a smile, give you the help you need if you want it, and thank you for your business when you’re done shopping.”

Call me crazy…but that kind of message would stand out against a crowd of fireworks ads who all tend to be saying the same exact thing.

Have a great day!

Duane Christensen

Results Radio Townsquare Media – Sioux Falls

605-940-7984

My work website: http://duanechristensen.townsquareinteractive.com/

If you have questions about the cost of radio advertising, which radio stations would be a good fit, or how to get started attracting more customers, don’t be afraid to ask. I like to help good businesses take a bigger slice of the Sioux Falls market.

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