Cool Video Creator Website

Hey y’all. Hope you’ve had a good week so far.

I have a client that shared a YouTube video with me that he made on Animoto.com. It’s something I’ll be messing around with…but here’s the link to see the Kaleden Construction video using it >> http://www.youtube.com/watch?v=AJgYGTTypXQ

Rob at Kaleden Construction is a great guy and runs a great metal building / steel building construction business. Here’s his website.  http://kaledencorp.com/  It might give you some ideas of your own. Or…maybe you know someone who needs a competent company to build a metal building.

Anyway, Rob has been messing around with more and more videos…to help out with his SEO. And to give customers and potential customers something to help them feel more comfortable doing business with Kaleden Construction. And you should be too! Of course you’re going to be uncomfortable doing video at first. But it gets easier. When I started, I would have to start over about 20 times before I was satisfied with a 1 or 2-minute video. You should do some of your own (where YOU are the star) and some others like Rob did. Here’s one of my first videos that I had to do over a million times. I finally got the “message” right…but it could have used infinitely better lighting. Take a look >> http://www.youtube.com/watch?v=JWYLUtIHkpY

No matter if you’re starting a Radio ad campaign or shooting some YouTube videos to help you get found online more often…it’s all a process. The “magic” doesn’t happen overnight…but if you take your marketing efforts step-by-step, day in and day out, and you’re consistent, then good things will eventually happen. Great marketing is a process, not an event.

Hope you have a great Memorial Day weekend! I’m playing “super camper” with the family. I LOVE to camp and unplug.

Duane Christensen

Sioux Falls Radio Advertising blog

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Non-Fat Advertising

You’re a local business. Maybe you’re a plumber, dentist, jewelry store, restaurant, sporting goods store, or windshield chip fixer. You’re a business that relies on local customers picking up the phone or walking into your store.

Let’s talk about how to track your local advertising.

Do not obsess over TRACKING. Well…not the way you do it now anyway. Online, pay-per-click advertising gives you nice numbers which feeds your obsession with metrics. It’s not a healthy obsession. You LOVE to see stats and numbers so you know exactly whether or not your money is being spent wisely. But do those clicks or “impressions” tell you if that person actually did business with you? Online tracking is totally different from offline tracking. Especially, with any advertising that is of the “branding” nature.

For example, you don’t know exactly when a particular person heard your radio ad. And people can’t carry your radio…

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SURPRISE’M WITH THE UNEXPECTED

What do the highest grossing movies in the world have in common?

They all have an above average degree of the unexpected. They keep you on your toes. They keep you wondering what’s coming next. They “change gears” dramatically and often.

And that’s what the best advertisements also have in common. When your ads are predictable, your prospects’ brains tune out and do something else. The headline of your ad should get you to listen to or read the next line. That line should get you to listen to or read the line after that…and so on. As soon as one of the lines in your ad is filled with word after word of predictability, your prospect will zone out and focus their attention on something more important.

If a husband buys his wife flowers every Valentine’s Day, his wife thinks it’s sweet, but it doesn’t “move” her like he’s hoping. But when he surprises her with flowers on a completely unexpected day, along with a hand-written note, her heart will flutter – mostly because it was unexpected. And what if he took it an extra step? What if he picked her up after work and they headed off to a stress-free mini-vacation for the weekend without the kids? Now, that’s a nominee for husband of the year. Which reminds me…I should practice what I preach!

We’re getting slammed with advertisements and special offers every minute of the day. So, keep people on their toes with words and advertising messages that surprise and give people a warm feeling. Something that makes them start wondering why they’re not doing business with you. Make someone feel good about your company. You’ll get a heck of a lot better return on investment just by making people feel good about your company, versus pushing another annoying and typical ad on them!

The great authors of fiction peel us away from reality and throw us into new worlds with ease – and we don’t want to ever put the book down. There are movie makers that cause people to go see their films without even caring too much what the movie is about. We just know it will be good. They do it with unpredictability. Twists, turns, drama, conflict, and surprise – they’re not just for great books and movies, but your advertisements also.

Duane Christensen

Sioux Falls Radio Advertising blog

I’m a radio marketing guy in Sioux Falls who loves helping local businesses improve their marketing message. The difference between good advertising and bad is usually all about the MESSAGE. Improve your ad message, and you’ll improve your advertising results.

OUTDOOR ADVERTISING

Yes, I love what Radio Advertising can do for local businesses when it’s done right. But it’s important for ME and YOU to know the strengths and weaknesses of every ad medium. It’s important because what you’re trying to accomplish with your advertising might prove difficult with the use of some of them.

Today, let’s talk about billboards, bus benches, taxi cabs, city buses, etc.

Let’s start with Billboards. Here’s what NOT to do.  Don’t cram 35 words onto a sign where people only have time to read 8 words before they pass by! A billboard message should be short and to the point. Within 2 seconds of looking at your billboard, I better know exactly the point you’re trying to make. Give me a reason to consider doing business with YOU instead of someone else. Personally, I’d mostly use billboards to reinforce a TV or Radio campaign, like a support tool – if I had the budget to do so. Using billboards for branding is generally not a very efficient use of them.

If I owned a burger joint off an Interstate or major highway…I’d put a big billboard right before the exit.  “Hungry?  Exit Now.” Or something like, “Try the OINKER BURGER – the bacon is ground right in!” Get my point? Billboards should be super short…and very direct. I see hospitals, realtors, insurance companies, and banks trying to brand themselves with billboards (or what they THINK is branding). They’ll say something like, “We’re here for you” or “65 years of superior service.” Do you honestly believe those statements will motivate anyone to do business with them? Or cause people to REMEMBER them?

Bus benches and taxi cab advertising…or anything similar is just a smaller and cheaper form of billboard. And you can usually get some really good deals on multiple placements. But just like billboards…you have to be brief and impactful with your ad message. Tell me something that will stick.

The bad thing about outdoor advertising is that it takes MORE than 8 words to change perceptions about your industry or business. Outdoor advertising can be used as a “flash” reminder of your core Radio or TV message. And it can also be used effectively if you have almost zero competition. I see a lot of realtors and mortgage brokers advertising on bus benches. They usually have hundreds or even thousands of competitors in their city. But I don’t see them there very long before it’s another face giving that strategy a whirl.

Billboards have strengths…branding is not one of them. Awareness – yes. Branding – no. Just because someone is aware of your company, doesn’t mean they’ll do business with you. Brand yourself as something that people care about and can connect with – giving them a good reason to choose YOU versus your competition. Name recognition alone doesn’t cut it.

Those that have a billboard ad plan, usually have a big ad budget. They usually have enough to do TV, Radio, Magazines, Online, Direct Mail, AND Billboards. One or two billboards all by themselves usually yield disappointment.

If you’re going to have a billboard, make it stand out. Use words that “JOLT” us a little. Give us a good reason to remember you.

I’ve talked to a handful of small, local business owners who have advertised with billboards in the past. They did it for ONE year. ONE, not two. When we got down to the nitty gritty, most of them said, “I thought all I needed to do was get my name out there.” Getting your name out there doesn’t drive sales. I’m AWARE of a lot of businesses, but it doesn’t mean I’m “chomping at the bit” to buy from them.

If you have any questions about billboards, give me a shout. Or Radio. I know a little about Radio too. ; )

Have a great day!

Duane Christensen

Sioux Falls Radio Advertising blog

I work for Results Radio in Sioux Falls. I spend a lot of time thinking or researching and writing ads for my clients. Some days I’m in super-mental-creative mode. Other days, I struggle for a “spark”. But I am starting to think that Pop-Tarts and salted Almonds are good for creativity. You can find them in my “food drawer” at work if you need a quick snack.