I was talking with a long-term, very successful radio client the other day. He was feeling overwhelmed with all the advertising choices today. From TV, Radio, and Print… to all the digital platforms, and so many others. Hundreds. He said he gets at least 2 calls a day from an advertising salesperson! Talk about make you want to pull your hair out!
He asked me when I was going to start my own marketing company, so he could let me handle it all. I said it wasn’t happening this year… or is it? : )
His marketing budget isn’t big enough to justify using an advertising agency. But it IS big enough to where he’s trying to juggle multiple different ad mediums.
But because I’ve had a blog for years… I’ve built websites… and I also create digital advertising campaigns… I can talk about all of this stuff with him comfortably. Not just about Radio. I put his mind at ease a bit when we agreed that Hibbu was probably a big fat waste of money for him (and a few other minor marketing investments he was flirting with). And we discussed his TV ads, and how he needs to update the TV ad about 4 times a year in order for it to be more effective (his current ad has been running for over 12 months and has lost the “oomph” that it once had). Ya gotta keep it fresh.
We also discussed his radio budget. He was concerned about fewer radio listeners. I said radio listenership hasn’t gone down. It’s been steady for decades. And actually seems to be rising a bit. For branding efforts… I have the MOST faith in RADIO than anything else out there. It’s where I know how to consistently reach a large number of people. But not just “reach” them… reach them effectively with ads that don’t sound like ads. Ads that get attention, persuade, and entertain. Ads that cause people to feel really good about a local business. And when they trust a business and like what that business stands for… guess what? There’s a pretty BIG chance they’ll eventually become a customer of that business.
That’s what good advertising does.
There are so many “professionals” around every corner and dark alley… telling you different things. All they do is add to the confusion.
The person that you should really find… is the one who has your best interest at heart. The one where “the sale” doesn’t matter – your RESULTS do. Your happiness does.
We shook hands and I went back to my office and wrote 2 good radio scripts to get produced. These are ads that will strengthen this client’s ad strategy and strengthen the bond between his good, local business and our listeners.
After all, good radio advertising is just making new friends with people before they even meet you.
So, when you feel like advertising is an emotional roller coaster… Happy, Frustrated, Angry, Confused, and then back through those emotions and many more… over and over… please, contact me, and let’s discuss your local marketing. If you’re tired of TOO MANY CHOICES… and don’t know where to turn, you’re not alone. Let’s talk.
Sioux Falls, South Dakota