New Sample Radio Spots

Here’s a quick note just to inform you that I’ve updated the “Sample Radio Spots” page in the menu at the top of this site. Or click here.

Take a listen to some ads I wrote and/or helped produce in 2012. And if they won’t play for you… just let me know. Sometimes this darn audio sharing stuff is touchy.

Anyway, enjoy your listening. And if you like anything, please share, comment, or hit the “like” button. I’m always hoping to spread the gospel of “better radio”… and better local advertising! Thank you.

With radio… we can transport you anywhere. It’s like a “mini-movie”. The sky is the limit!

Have a great day!

Duane Christensen

Sioux Falls Radio Advertising blog

Results Radio / Townsquare Media

For more help with local advertising performance, and advice concerning what you should actually SAY in your ads to make them work better, consider my local advertising book, “Take a Bigger Slice”. Or click HERE to read a bit more about it. Or… here’s a crazy thought… just give me a call! Have a great day! 🙂

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Advertising Sales People

ADVERTISING SALES PEOPLE

You advertised in the past by buying some “ads”. And the ad rep wrote down some notes in their meeting with you. They took those notes and gave them to someone in a creative department to conjure up a magical ad.  The ad included some creative wit, what you sell, your business name, maybe your logo, maybe some cutesy sound effects if it was a radio ad, and then your contact information. Voila!

Image courtesy of “stockimages” / FreeDigitalPhotos.net

You were told by your advertising representative that the people you’re reaching “are just the right people you’re looking for.” The ad rep said that their audience fit with your customer profile perfectly. So, then, when the advertisements didn’t bring you any new customers, you blamed it on the advertising medium. You say, “Radio, TV, newspaper, direct mail, online, etc…doesn’t work!”

But that’s how you think the world of advertising operates. You keep trying new and sparkly things and give new ad people a shot. Eventually, you get frustrated, you waste a lot of money, and yell at every new advertising salesperson who calls or walks into your place of business.

You might even get frustrated to the point you consider hiring an advertising agency so they’ll just “handle” everything. Sometimes that’s a great move. Other times it’s not. The ad agency will take your ad budget and a lot of it will be used for their creative services. And you believe them when they say it takes a lot of money to create something great, because after all…they’re the experts.

In my experience with local ad agencies, you’ve got a bunch of graphic designers and creative types producing ads with a lot of glitter and smoothness. Pretty soon you’ve wasted half your budget on their creative production work, and have very little budget left to actually pay for any ad placement. And instead of FOCUSING your ad dollars, they spread your ads around in a bunch of different places, not making much of an impact at all. You just get charged for more creative work.

A media “mix” is great for huge companies and national brands that have hundreds of thousands or millions in their ad budget. But when you spread your ad budget too thin, it’s like trying to put out a raging 4-alarm fire with your garden hose. Your “sprinkling” isn’t going to do any good.

And when it costs a lot of money to actually create or produce your ads, you won’t want to spend the money to have the agency freshen things up with new ads. Pretty soon you’re using the same ad or ads over and over. Sometimes for years. This isn’t doing you any justice because after your ad has been seen or heard a dozen or twenty times, the effectiveness of that ad drops off sharply.

You have a lot of different stories and ways to communicate your message to people. It’s important to keep teaching people about you. Teach them why to buy from YOU instead of your competition. And you do that with a new ad fairly often within your annual advertising plan. Or you do it with a different direct mail piece every few months or so that will teach them more about you, and move them closer to doing business with you.

Whether you have drab, lame, cliché ads from your local ad rep that look and sound like every other ad, or you have smooth and glittery ads from an agency that entertain but fail to sell, you’re going to have a tough road ahead.

Just to make sure I don’t get a nasty email from any advertising agency people, I’ll say this – not every advertising agency is bad. Some are quite good. Maybe an agency would be right for you. If that’s the case, I want you to find a good one. I have very good relationships with some ad agencies here in Sioux Falls.  Just don’t assume an advertising agency is good at what they do because they call themselves an “ad agency” or “marketing firm”.

But it’s everywhere. There are advertising reps, marketing groups, and ad agencies who don’t know what they’re doing. I just want you to beware. I want you to know a little bit about the local advertising scene so you can begin to STOP wasting your advertising dollars.

You’ll hear advertising salespeople bragging to you about their demographics and “reach” and show you a bunch of charts and graphs. Yuck. It’s a forecast for crappy advertising results. And a few ad agencies’ main selling point is that they can buy advertising cheaper than you can directly. First, it’s not a good selling point. Second, it’s not true. You can negotiate your advertising rates and any bonus structure, just like anyone else can.

Is there a way to know if an ad rep or an ad agency is any good? Yes. If they know that your ad strategy and what you SAY in your advertising message is most important, then they’re a keeper. 

Have a great day!

Duane Christensen

Results Radio Townsquare Media

Sioux Falls

http://duanechristensen.townsquareinteractive.com/

EASY isn’t always BEST

Easy is good. Easy is convenient.

It’s easy to order take-out. It’s easy to go through the drive-thru.

And it’s easy to get a poor advertisement ready for Print. Here’s what I see in Sioux Falls print:

  • Weak headlines
  • Un-inspiring content
  • Pictures that don’t match the message

    Easy Advertising Sioux Falls

    Image courtesy of “Stuart Miles” / FreeDigitalPhotos.net

  • Business logo and contact information

That’s easy to put together. It’s easy on the business owner.

The print media says, “Here’s your ad.”

You say, “Looks good. Run it.”

It’s easy to run a poor radio ad, too.

  • Weak headline
  • Un-inspiring content about the business
  • Business name sprinkled throughout the copy
  • Phone number twice
  • Website
  • Weak slogan

Take any advertising media (web, billboard, TV, etc.)… it’s easy to create ads that don’t work for a local advertiser.

I’d rather you NOT take the easy road when it comes to advertising. Well, it CAN be easy as long as you find the right copy writer.

It takes time, effort, research, and sweat to create ads that “stick” and ads that work.

It’s NOT easy to get past what you think a radio ad should say in it…and what it should sound like. The best radio ads take tradition and crush it. The best radio ads talk to the listener about what the listener would like to hear…not what the business owner usually wants to hear. Which makes sense, right? Aren’t we trying to engage the listener (your prospect)?

Get past “easy”…and move towards “effective”. It won’t take long before the right way IS the easy way. Let me know when you’re ready to take the bull by the horns.

Duane Christensen

Results Radio / Townsquare Media

605-940-7984

For more help with local advertising performance, and advice concerning what you should actually SAY in your ads to make them work better, consider my local advertising book, “Take a Bigger Slice”. Or click HERE to read a bit more about it. Have a great day!

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When I Need To Change It Up

My choices for “auditory entertainment” are Radio and my iPod. Not one or the other. I listen to the Radio more often because I like the local people. And to hear new music. I don’t spend hours on my computer looking for new music on my iPod. I like to hear what’s new or fairly new, and I get that from the Radio – then if I like a new song, I’ll put it on my iPod.

Chad McKenzie – KSOO AM 1140

I love music, but when I want to CHANGE IT UP…I tune into talk radio. One of my favorites is Chad McKenzie in the morning on KSOO AM 1140. He’s light-hearted, fun, and a heck of a nice guy, too.

His show makes me smile.

As far as advertising goes, I feel KSOO is one of the best places to be. Talk radio listeners are “active” listeners. You don’t have to air quite as many ads as you do on a music station to make an impact.

If you’d like to talk to a fairly big audience, I always recommend KSOO as one of my top choices. Some people only want to advertise on music stations…but I don’t get that. People are people. Let’s just make sure we say things in your ads that make them want to buy from YOU instead of one of your competitors.

Have a great day!

Duane Christensen

Results Radio / Townsquare Media

Sioux Falls Radio Advertising blog

For more help with local advertising performance, and advice concerning what you should actually SAY in your ads to make them work better, consider my local advertising book, “Take a Bigger Slice”. Or click HERE to read a bit more about it. Have a great day!

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Word of Mouth

Word-of-mouth is super-wicked-awesome!

But if the speed of your good word-of-mouth isn’t fast enough for you, then a smart and strategic advertising plan will help you get where you want to be. Notice, I said, “smart and strategic”. If you don’t say the right things in your ads or have a plan in place that offers great potential…you could advertise unsuccessfully until you’re broke and blue in the face.

Image courtesy of “imagerymajestic” / DigitalPhotos.net

In the past, your advertising may have failed miserably. So, duh, of course your word-of-mouth outperformed your past advertising. All you have to do is decide if you’re OK with the pace of your current word-of-mouth. If not, you need to find some people who know how advertising works.

HOW do you find the right “ad people”, who know what they’re doing? Well, for starters don’t believe all the statistics, percentages, and pie charts that are wildly and irresponsibly thrown at you. They can make numbers look as good or as bad as they want.

I don’t care WHERE you advertise. All I want you to fully comprehend is that you cannot advertise generically. The days of only telling people WHO, WHAT, WHEN, and WHERE are over. And if you don’t change the way you advertise, you’re making it way too easy for your competition to snatch up the people you wish were YOUR customers.

I still see gobs of advertising that was created from a template in which all you have to do is insert any business name. Bzzzzzt!  Warning!  That’s a great way to watch your stream of new customers keep dwindling. And it’s a recipe for wasting money.

Have you ever thrown a Ben Franklin into the fire? Try it. I bet you couldn’t do it. So, why keep burning money on advertising that doesn’t work?

For more help with local advertising performance, and advice concerning what you should actually SAY in your ads to make them work better, consider my local advertising book, “Take a Bigger Slice”.  Or ask if I have an extra hard copy laying around to give you.

Duane Christensen

Results Radio Townsquare Media

Sioux Falls, SD

http://duanechristensen.townsquareinteractive.com/

Bad Business Alert

We all know there are bad businesses out there. It’s just too bad we have to learn about some of them through our own experience.

Image courtesy of “David Castillo Dominici” / FreeDigitalPhotos.net

I’m not giving the name of a business. I don’t do that on a public blog. But I have shared the specifics face-to-face with friends and family because I’d rather they avoid this business.

I just don’t understand how a business can be blind to bad customer service, no ethics, and no apparent morals within some of their employees. Maybe the business owner isn’t blind to it…they just don’t care. Either way, it’s not cool.

It’s rampant. Don’t you think this will catch up with them? These are companies who advertise a lot. Companies who scrape and claw to increase sales. Don’t they know that if they ran a better business, they wouldn’t have to advertise so much? Really, all they’re doing is attracting new customers to experience their ineptness.

If you’re a shady or uncaring Sioux Falls business, I hope you go out of business fast, so you don’t hurt others with your bad practices.

If you’re a good, local Sioux Falls business, do you know how easy it is for good advertising to help you grow? We can shine a light on your good business and above average service and philosophies. And we can do it in a manner that doesn’t sound like the puffery so many others are spouting.

I work with good businesses who show passion in their work and care about people. If you’re one of those…I’d like to help you help more people. Let’s attract more new customers that will then share the good word about you to their friends and family.

Have you ever had people come in and do business with you because of the awful experience they had at one of your competitors? It happens all the time. There are people out there READY to hear about a good, local business they can trust. Let’s tell them about you!

For more help with local advertising performance, and advice concerning what you should actually SAY in your advertising to make it work better, consider my book, “Take a Bigger Slice”. Or heck, just ask me about it, I’ll probably bring you a copy.

Thanks for reading. Have a great day!

Duane Christensen

Results Radio – Townsquare Media

Sioux Falls Radio Advertising blog

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