Month: August 2012

On the Front Steps #2

/ Duane Christensen

Straight shootin’… from the front steps.

Advertising and Marketing in Sioux Falls. “On the Front Steps #2”

When you call an advertising company, do you say, “I’d like to talk to someone about advertising.” ? Then you call a few more places. Then, you have a bunch of meetings set up and “pitches” to hear within the next few weeks.

Those pitches might all sound different in the way that they recommend different “ad packages” or what they think is the best station or advertising vehicle (platform) for you to use.

And if you think about it… most of those “pitches” also sound very similar. They all like to tell you how great they are, how many people they reach, or how their demographics match your target demographics perfectly.

I have my own advertising “pitch” to give today. But it’s going to sound very different from the others they’ve heard from.

Have a great day!

Duane Christensen

Sioux Falls Radio Advertising blog

Are You Leaving Money on the Table?

/ Duane Christensen

Here’s the debut video of my “on the front steps” series. Talking today about not leaving money on the table with your past customers.

Core customer mailings and e-newsletters are great reminders for your past customers to come back and buy again. Maybe you have a new product or two… or an additional service that you didn’t offer before.

Mailings and e-newsletters to your past customers is a cheap way to stay in touch with those that were hopefully delighted with your service in the past. Good business is about building solid relationships – so don’t forget to do that with all your communications with customers. Don’t hard sell them every time you talk – be a friend. Be a trusted resource.

Advertising and marketing in Sioux Falls doesn’t have to be frustrating. If you’d like to attract a consistent flow of new customers, let’s sit down and talk about what a good radio advertising campaign could do for you. Have a great day!

If you have a second share this video with someone. Thanks!

Duane Christensen
Results Radio Townsquare Media
Sioux Falls

Websites:

Sioux Falls Radio Advertising
Non-Fat Advertising

You Know All About You, but…

/ Duane Christensen / 2 Comments

Why in the heck would you listen to an advertising guy like me about ways to advertise your business? After all… you know 100x more about your business than I do – even after I do some research!

Let me ask you this – who keeps you in business? Your customers, right? And they are just like me. They don’t know as much about your business as you do – so what you think may NOT be important to them, very well COULD be.

What usually happens in advertising is that you want to tell people all these “things” about your business. All of the things you think they want to know. Your products, your services, how long you’ve been in business, you are quality, your address, your phone number, your website, that you’re on Facebook, etc. But the honest to God truth is… they don’t really care about that.

Is that a tough one to swallow? It’s ok. It doesn’t mean that advertising can’t work. It just means you’re saying the WRONG THINGS to them in your advertising. This is where the power of sound comes in so handy…

A radio ad campaign allows you to start talking to a big group of people about things they CAN care about. They care about doing business with a company whom they feel really understands them. That you know the problems they’re facing. That you can be depended upon to deliver what their hard-earned money pays for.

So, the ads that really make a difference, are the ones that convey trust in a “Non-Ad” sort of way. It talks to them about how you’ve maybe helped someone else in the past. How you went the extra mile because that’s the kind of business you are. It’s not about who, what, when, and where. It’s about WHY. Why should they do business with you? Why should someone buy from YOU instead of one of your competitors who offers the same exact products or services?

Radio is great then, because inserting a story into your ad is so helpful. People love stories. And no other ad medium can deliver a better story-filled message than Radio. A good story is hard to ignore. We’re intrigued. Why want to hear the end of it.

What kind of stories about your business, your customers, or yourself would be of interest to people? That’s when a good advertising person on the outside can help. What YOU may not feel is important, I might tell you differently because I’m just like your potential new customers. We know we can get what you sell from many other places. So, tell your prospects things that will lean them closer to doing business with YOU instead of a competitor. Make them feel good about you. Help them connect with your business.

I’m a Radio marketing guy in Sioux Falls. And I can create an interesting, creative, and persuasive radio campaign for you that will move the needle. I can help your business tell people the things that they’ll care about. I’ll ask the questions that your prospects are wondering. I’ll ask the questions that you may not think are important – but they are. I’ll ask the questions that you didn’t think anyone cared about – but they do.

Advertising successfully is all about telling people things that THEY would like to hear… not what YOU would like to tell them. 

Duane Christensen

Sioux Falls Radio Advertising blog

Local Branding: Part 2

/ Duane Christensen

Here’s the final piece of my branding video —

 

Did I clear anything up for you? Did I confuse you more about advertising or branding? I’d like to know. Feel free to contact me if you have any questions or if you’d like to talk about your unique situation. Thanks!

Have a great day!

Duane Christensen

Sioux Falls Radio Advertising blog

 

I’m a marketing guy, ad writer, and business grower at Townsquare Media in Sioux Falls. I’m on a mission to help local businesses get more from their advertising bucks. I also wrote a  a no-nonsense book about how to take a bigger slice of market share with better advertising. It’s called “Take a Bigger Slice”.

Local Branding: Part 1

/ Duane Christensen

The ultimate level in local advertising: Local BRANDING —

Stay tuned for Part 2…

You probably noticed that I mentioned Non-Fat Advertising. It’s my own little brand that I’m building and is the platform in which I share marketing advice with people all over the world.

Have a great day!

Duane Christensen

Sioux Falls Radio Advertising blog

I’m a marketing guy, ad writer, and business grower at Townsquare Media in Sioux Falls. I’m on a mission to help local businesses get more from their advertising bucks. I also wrote a  a no-nonsense book about how to take a bigger slice of market share with better advertising. It’s called “Take a Bigger Slice”.

Buying Bad Radio

/ Duane Christensen

You might think that “Radio” is “Radio”. And when you buy Radio advertising, you may feel the wise choice is to pick the station or stations with the lowest advertising rates – or find a stellar ad package where you buy 1 and get 1 free. After all, you’d be saving money, right?

Here’s the problem with buying radio ads in that fashion…

You could buy the cheapest radio ads in the world, but they’re still EXPENSIVE… if they DON’T WORK. The best way towards getting advertising results will be with the CONTENT of your ads.

Your advertising person should emphasize the unwavering importance of the strategy of your ad campaign. And about the ad itself. The message you communicate to the public will always be the biggest factor of whether your radio advertising works or doesn’t work.

The hefty portion of our training is all about writing the best ads. Not about winning awards and being creative… but focusing on being persuasive and making an impact with our clients’ ads.

Here are 3 kinds of ads, which would you rather have?

1) Cheap ads

2) Glittery and Creative ads

3) Cash-register ringing ads

That doesn’t mean you can’t also have a creative ad that gets great results. But we focus on the “results” part first. And it also doesn’t mean you’ll never find a less expensive ad that can get results. You just need to make sure that the people you’re buying radio advertising from, actually KNOW how to write a good radio advertising campaign.

Have you ever had an advertising person give you a “spec” ad before they’ve ever learned anything about you or your business? You might even think it’s clever or funny. But that “spec” ad will never hold a candle to a well-researched ad campaign where the ad rep or ad writer asked you a lot of good questions and dug deep for the “good stuff”.

Look for an advertising person who can give you a proven track record. Ask for references… and then call those references to hear what they have to say.

For example, if I moved to an unfamiliar city to open a new business. I’d want to hear from local business owners who are getting great results from their advertising. When all the ad reps started calling me, wanting me to advertise with them, I’d definitely ask for a list of their happy clients. And I encourage you to do the same right here in Sioux Falls.

So, give me a call. And ask me for my list of happy advertisers. Have a conversation with them, business owner to business owner. Ask them about what radio has done for their business and ask what I bring to the table that they really appreciate and enjoy.

Of course, I’m not perfect. I’ve had my share of failing ad campaigns. But it was usually because I wrote ads that the business owner wanted to hear and insisted upon, instead of writing ads that their potential new customers would like to hear. I’ve LEARNED from my 14 years here. I’ve learned what works and what doesn’t. I’ll help you avoid “buying bad radio”.

So, when you’re ready to grow and take a bigger slice of the market… let’s get this party started!

Have a great day!

Duane Christensen

Results Radio / Townsquare Media

Sioux Falls

I’m a marketing guy, ad writer, and business grower. I’m on a mission to help local businesses get more from their advertising bucks. I also wrote a  a no-nonsense book about how to take a bigger slice of market share with better advertising. It’s called “Take a Bigger Slice”.

More Marketing in Sioux Falls

/ Duane Christensen

How do I explain how to market a small business in Sioux Falls?

Ummm…that’s a tough one. It’s best left for a one-on-one conversation with you. Radio might not even be the best option. Whether it IS or ISN’T, I’ll tell you. I’ll be honest with you.

Marketing is about taking a product or service and trying to make a few bucks. Marketing for YOU could be getting in front of as many people as possible to share the goodness that you can offer. OR you might offer something more niche, where only a small select group is your target audience.

RADIO will help a business most when a large portion of the population will need what you offer at some time in the future. Radio ads are like an army of tiny salespeople.  What kind of businesses would benefit from a good radio ad campaign? Plumbing and HVAC, check. Grocery stores, check. Mattress or furniture stores, check. Fitness centers, check. Restaurants, check. Even psychological services, attorneys, dentists, lawn care, landscaping, or a sewing store can benefit from radio.

There are a few businesses in which I will recommend something different though. Maybe they’re exclusively targeting people who have a combined household income of  $200, 000 or more. Then, I’d say go with Direct Mail. Or maybe you’re a one or two-person shop. You might not be able to afford a radio campaign at this time. BUT… every situation is different. We need to have that one-on-one conversation to discuss a good plan for you.

RADIO is great because it can reach a lot of people. But the best thing about radio is how you can AFFECT people with a good radio campaign. You can change perceptions. You can make people feel most comfortable with YOUR business by saying the right things in your radio ads. Don’t settle for the same old radio ad that sounds like a newspaper ad read into a microphone. It’s not gonna work.

Radio advertising done right will cause the listeners to feel good about you. When we find the right things to say in your ads, you will experience a tipping point. Meaning, there is a building up period in which your messages are starting to stick into people’s minds. You’ll know when your tipping point has arrived. You’ll feel it. Your cash register will reflect it.

So, when you’re wondering about marketing in Sioux Falls… let’s see if radio is a good fit for your business. Let’s sniff around and come up with some amazing ways to get people to love your business. If radio IS right for you, I know that I can help you achieve your tipping point and start growing like you never thought you could. It’s exciting when that happens.

And when you look back on all those years of being frustrated with local advertising… you’ll wonder why you didn’t call that Duane guy sooner.  : )  But I’ll be honest with you. If I don’t think something will work, I’m not going to let you do it. I’ll help you understand what works and what doesn’t.

Here’s to your business growth!

Duane Christensen

Sioux Falls Advertising blog

Townsquare Media – Sioux Falls

I’m a marketing guy, ad writer, and business grower. I’m on a mission to help local businesses get more from their advertising bucks. I also wrote a  a no-nonsense book about how to take a bigger slice of market share with better advertising. It’s called “Take a Bigger Slice”.

What does it take to make a radio ad campaign work?

/ Duane Christensen

I have 3 clients recently that are seeing some phenomenal things happen partially from their ongoing radio campaigns. So, I thought, “What is it EXACTLY that makes it work?”

I pondered that for a few days… and I’ve got it! And I’ve always know it. But didn’t know how to put it into words. I do now, though. I think. I’ll try.

Business #1: This Sioux Falls business has been advertising on the radio for 8 months. And it’s like a switch went on, and now this business is BUSY. Of course, they got some extra business in the previous 8 months, but not like this. The tipping point has been hit! Normally, it doesn’t take this long for the “tipping point”, but this business has a smaller budget with a TON of competition. Those are two big factors in how fast results will come. Now, because of their growth, there is more budget available, and we can shift into 2nd gear to see what the next wave will bring. It’s very exciting for them!

What’s the secret? It’s not ONE ad… it’s the whole SERIES of ads over time. A new ad every month. A new story in each ad. A new perspective for people to hear. It’s the series of ads and stories, not just one ad.

Business #2: This business has been advertising on the radio for ummm, let’s see… 8 YEARS! After the first 4 to 6 months, they saw a pretty big spike in new business. Then, it went up from there gradually. And their ad budget grew with their increased revenues. After about 4 years, their revenues were about 3x from when they started their radio campaign. These are smart, passionate business people. They know how to run a good business and shine brighter than their competition.

So, recently, they’ve added a couple of radio stations to their annual advertising schedule. And by the way… all they do for traditional advertising is RADIO. Now, 7 or 8 years into their campaign… and after adding a couple of big radio stations to their mix of radio, they are taking off again. Still growing! And through the recession, they stayed steady and were never even close to “panic mode”. They were head and shoulders above their competition and also other similar stores across the entire country. They are leaders in their industry no matter where you look. Have I mentioned they’re smart? Wow, do they get it. They get the WHOLE marketing picture – not just radio. They were being asked, “How do you do it?”

What’s the secret? It’s not ONE ad… it’s the whole SERIES of ads over time. A new ad every month. A new story in each ad. A new perspective for people to hear. It’s the series of ads and stories, not just one ad. There is no magic ad that makes it all happen. It’s the long-term strategy and persistence to change people’s perceptions and make them think of THIS business when people need what this business offers. It’s local branding at a completely different level.

Business #3: This business is seasonal. Most of their new customers come in the late winter to early spring. This business has been advertising on the radio with me for 4 years. The first year was good. Way better than they expected. Which was good because they had tried radio in the past with someone besides me… and it didn’t work. Phew!

That first year, they were considering doing a TV campaign, but couldn’t ever get any ideas from them. And barely even a call back. So, I’m glad they gave me a shot! The second year was better than the first. And then, the third year was the “tipping point” for them. Because they were a seasonal business and didn’t advertise 48 or 52 weeks a year, it was going to take a bit more time before they became a household name in Sioux Falls. And much to their surprise, year 4 as a radio advertiser, knocked their socks off. They needed to hire more people. And they did.

Have I mentioned these folks are smart, too? They hire GOOD people. They know WHO is going to be a good hire, and they never settle for somebody that doesn’t measure up. When they hire people, they stay, they love their bosses. Isn’t that soooo critical? Hire the right people! Be picky. AND they have a vision. They have a goal and can SEE it. And they take action! I can’t wait to see what year 5 brings them. They’re picky with their ads too. I’ve had to go back to the drawing board a few times. That’s ok. It makes me a better marketer. They urge me to dig deeper and strive for the best. And we’re doing that.

What’s the secret? It’s not ONE ad… it’s the whole SERIES of ads over time. A new ad every few weeks of their 4-month seasonal ad schedule. A new story in each ad. A new perspective for people to hear. It’s creating ads that stand out from their competition. Ads that increase people’s TRUST in their business. But the main thing that makes this happen is the series of ads and stories, not just one ad. And every year, it gets better. They were patient… and are being rewarded for it.

I can’t wait to write about my next project. It’s a business run by a couple of smart fellas who are going against everything that their franchise corporate people have told them to do (which wasn’t working very well anymore). This business has been advertising on the radio for 4 weeks. I’ll know more in about 2 to 3 months. I’m hoping their “tipping point” hits just as the cooler fall weather is upon us. Which reminds me, I need to write a new radio ad for them. It’s the next building block in the “fortress” we’re building.

Want to talk about what could be possible for YOUR business? Let’s sit down and discuss your situation.

Thanks for reading. Have a great day!

Duane Christensen

Sioux Falls Radio Advertising blog

940-7984