Have you ever been told that you should diversify your advertising investments? You know… spread your marketing all around to as many places as possible… so you can “reach” the most people?
Don’t get me wrong, I can understand the logic. But when you stop to truly think about how to make advertising work really well… it’s not logical at all.
Let me explain. Good advertising RESULTS do not come from merely “touching” or “reaching” people with a logo or an advertising message. Advertising results come from engaging people with your ads. Engaging, entertaining, informing, and persuading.
But how many people do you think would switch from doing business with one of your competitors and become your loyal customer with only ONE ADVERTISING IMPRESSION? Based on research and my experience, I’m guessing it’s a fraction of a percentage, and that’s being really optimistic.
Have you heard those businesses who advertise on the radio? The ones you hear a few times each week, every month, and every year? They’ve made it impossible for you to ignore them. When you need what they sell… they’ve made it to the top 1, 2, or 3 businesses in your HEAD that you have to either say “yes” or “no” to. Because of their consistent radio advertising and an unmistakable ad strategy, THEY’VE LAID CLAIM TO A SPOT IN YOUR BRAIN. It doesn’t mean you WILL buy from them, it just means that you can’t ignore them. They’re one of the top options you’ll consider when you want to buy what they sell.
So, if you’re not one of those advertisers… you’re going to be farther down that list of options to go to… if you’re on that list at all. If you get onto that short list of businesses who people think of when they need what you sell, it will affect your business growth incredibly.
Radio “reaches” about 93% of adults each week. So, tell me why you’d want to spread your marketing dollars – no, let me rephrase that – why would you want to SPRINKLE your marketing dollars around here and there and over there… barely making any impact at all in the mediums where you place your ads?
In order to become one of the top choices that people think about when they need your product or service (i.e. branding), you must be consistent with your advertising on the ad mediums you choose. Why? Because if you’re not consistent, and if you’re not trying to brand your name in the heads of consumers, then you’re only talking to the very small fraction of a percent of people who need you right now. That means about 99% or more of your marketing dollars are then wasted.
Wouldn’t you rather advertise to the other 99% of the people who don’t need you now, but may need you in 2, 6, or 12 months? That’s a huge group of people who you could be engaging, educating, entertaining, and persuading. Over time, who do you think people would want to do business with… the business they know NOTHING about… or YOU – the one who has been consistently whispering in their ear about how YOU can help them?
Side note: And I’m sorry to say… digital / online advertising won’t make that happen. Not on their own. If you put a small portion of your budget into some online display advertising of some kind, that’s ok, as long as you have enough coverage with your radio plan. Then, your online ads can kind of be a support team to your radio ads. People who see your online ads AFTER they’ve heard your radio ads, will be moved much closer to doing business with you, rather than just seeing an online ad. Click rates are pretty dang low.
It’s the same thing with being found on the first page of Google in a search query. For example, if I don’t have a “go-to” plumber… and I see 5 or 6 plumbing businesses on the first page of Google… I’m going to first call the one that I feel like I know and trust because of the storytelling or interesting information they’ve shared via their advertising. Whether they were the FIRST in a Google search or not. Doesn’t matter to me. I go with the one I feel most comfortable with.
We’re talking about Branding here… not Awareness. I’m “aware” of a lot of local businesses, but I don’t know anything about many of them. But the ones who tell me their story and how they can best help ME when I need their product or service… they’re the ones I will consider first. Every time.
Are you ready to be a household name in the Sioux Falls area? That’s what I’m here to help you do. But just beware… it’s not just about consistency with your advertising… your ads have to engage, entertain, inform, and persuade. And there are not many marketing people who understand how to do that. I do. We do.
Results Radio devotes much of its training for us to the “writing better ads / creating smart strategies / being remembered” side of things. You won’t find that in many other places around the country. We asked the question, “How can we make our clients’ advertising WORK?” And then, we figured out how to make that happen.
Let me know if you’d like to discuss a marketing plan… and I’ll help you figure out what that plan might look like. It’s what I do.
Thanks! Have a groovy day!
Results Radio Townsquare Media – Sioux Falls
2 thoughts on “Diversification is for your Financial Portfolio… not your Advertising… kind of… 😃”
Great one Duane! May I use excerpts of this? – giving credit of course. 😉
Earl Bartholow Marketing Executive Results Radio Townsquare Media 5100 S. Tennis Lane Sioux Falls, SD 57108 605.373.6311 (d) 605.484.3593 (c) 605.361.0300 (o) 605.373.6377 (fx)
“Advertising is totally unnecessary. Unless you hope to make money.” * Jef I. Richards*
On Thu, Mar 2, 2017 at 6:54 AM, Sioux Falls Radio Advertising wrote:
> Duane Christensen posted: ” Have you ever been told that you should > diversify your advertising investments? You know… spread your marketing > all around to as many places as possible… so you can “reach” the most > people? Don’t get me wrong, I can understand the logic. But when ” >
No credit needed, pal. : )
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