What Successful Radio Advertisers Have To Say About Digital Advertising…

Oh, it warms my heart! Sometimes when I bring up our Digital Advertising options to clients, they say something like… “why would we do that? we love what radio does for us.”

Some specific comments to me have been:

“Do you think we need it?”

Where I will say, “I just wanted to make you aware of our capabilities, just in case YOU thought you needed it. When it’s time to add to your budget and continue with your growth, I would add another radio station before I added digital. And they said, “We love our radio.”

“Every time we start a new ad, I know about it the first day it airs, because someone mentions it to me. I don’t think digital advertising is where it’s at.”

I asked if I could give them a hug after hearing that one.

“I don’t remember one digital ad I’ve seen recently. But I could name at least a dozen different businesses who I’ve heard on the radio in the past week.”

I said, “That’s interesting because it’s so much easier to brand a business with sound than with sight only. There’s a whole lot of neurological mumbo jumbo proving it. I’ll send you a short, but interesting article on the power of sound.”

“Online ads are just in the way when I’m trying to read an article. It’s annoying.”

I told them that I agreed that online ads can be annoying, but we could do digital ads that would complement their radio and they would allow us to “touch” people in another way, and also link to their website. Which they replied, “We want people to call us, we don’t even care if they go to our website.” And I said, “Exactly. I’ll shut up now. I just wanted to see how you felt about it.”

Don’t get me wrong. I’m ok with digital advertising, as long as we have a solid enough radio campaign to go along with it. The best kind of advertising for a local business is the kind the brands you in the brains of the people. So, when they have a need for what you do or sell, they think of YOU first.

For example, if someone needs their carpets cleaned, but they don’t have a regular carpet cleaner they trust… do you want them to type “carpet cleaners in Sioux Falls” into Google to see all of your competition? Even if you are ranking #1 on the first page… or even buying Google Ads… you’re still right there with a whole list of competitors. OR… would you rather they immediately think of YOU when they need their carpets cleaned and they simply type YOUR BUSINESS NAME into Google and contact you directly?

The power of good branding is so much more beneficial than obsessing about ranking the highest on Google.

BUT… a good SEO plan and website is also beneficial. What if a person didn’t quite think of your business immediately, and they typed “carpet cleaning” into Google? Do you think they’ll choose someone they’ve never heard of? Or will they see your name, remember the radio ads, and call you because they have a good feeling about you and they feel like they know what you’re about? Right. They’ll call the business they’ve heard of and they’re familiar with long before they call anyone they don’t recognize or know nothing about.

Did I just get way off track? Yes. But that’s the nature of marketing today. You have so many choices, and it’s confusing. Do you know what I think you need? I think you need a good marketing person in your corner that you can trust. Someone who will honestly answer the questions you have… and who has the “stuff” to actually make your advertising work.

Someone like that could quite possibly be priceless. Am I that person? Maybe I’m a good fit for you, maybe I’m not. But my goal is actually to BECOME PRICELESS to my clients. And that doesn’t happen by just slinging “Ad Packages” or cheap rates. It comes from being a good marketing resource, and it comes from making advertising work. Which is what I obsess about for my clients every day.

And it’s also why I have clients who say things like… “We love radio. I say we double-down on THAT.”

Duane Christensen

Results Radio Townsquare Media – Sioux Falls

(image by: https://pixabay.com/)

I’m Seeing This Mistake – A Lot!

Digital Advertising

“You HAVE to advertise on the Internet.”

We spend a lot of time online.  We also ignore the crap out of 99.9% of ads we see on the internet.  Tell me I’m wrong.

I’m assuming you might be told that “You have to TARGET TARGET TARGET the right person.  You need to figure out who your best customers are and then target those same demographics and behaviors with a laser-scoped rifle.”

I’m talking about “Display Advertising” online.  The images with text on them.  How many do you ignore in a day?  How many do you EVER click on?

How about Pay Per Click advertising?  Like Google Adwords? (which is changing to just “Google Ads” I guess).  I actually think there is some value with Google PPC ads for the right type of product or service.  It’s easy to test, too, without spending a fortune.  Then, when you find something that works, you can increase your budget a bit or your territory.  Sometimes they work, sometimes they bomb. But it’s all about the product or service you’re advertising and the wording you use in the ad.  If you have questions about using Google Ads… give me a shout and we can discuss.

Ok, the same is probably true for display advertising… but there are local businesses spending thousands upon thousands each month on display advertising.  Personally, I bet their ROI doesn’t even pay for the ads.  Sure, they see that they’re getting ad impressions or clicks… but most aren’t measuring things correctly to know if it’s actually bringing them new business. Because that’s what matters, right?

Bottom line… you’re spending too much on display advertising.

Guess what?  I actually SELL display advertising once in a while.  Townsquare Media is really good at it.  Like REALLY good.  So, if I find the right client with the right product / service / offer… then I might recommend it… because I know that Townsquare will give them more bang for their buck than any other digital ad agency that I know about.

BUT BUT BUT… if I have the choice of adding $1500 to $2500 per month onto either 1) more radio stations or 2) display ads………………….. I’m picking the extra radio station(s) every time.  EVERY. TIME.

WHY, you say?  Because given the choice of playing an engaging and entertaining radio commercial to 100,000 people per week versus flashing an internet display ad to 100,000 people, which one do you think has more impact?  Which one do you think is more memorable?  And if you’re not thinking about the same kind of radio ads that I’m thinking about, then click HERE to play a few samples.

The HUGE NET you cast with a great radio marketing campaign will target 3 groups of people: 

  1. The teeny-tiny group that needs your product or service now (which is what most online, print, and “sale” advertising ONLY targets)
  2. The considerably bigger group who doesn’t need you now, but will need your product or service within 1 to 12 months. And you can start telling them why you frickin’ rock, and how you’ll be the best damn choice for them when they DO need you (while most of your competitors are only advertising to the teeny-tiny group of low-hanging fruit).
  3. The much much bigger group of people who have no intention or inkling of using your product or service within the next year or two or three.  Your engaging and entertaining radio campaign will start forming a relationship with these people. They’ll feel like they know you before they even meet you! They’ll come to TRUST you before they even meet you (if the ads are done right)!  And what happens then? When they actually NEED the product or service you sell… who do you think they THINK OF FIRST?  Yup.  You.

Recent Radio Advertising Client Story

I have a radio client that’s been on the radio for 1 year and about 4 months with me.  The phase of RESULTS (or ROI) he’s knee-deep into right now from his Results Radio campaign… is impressive.  He went from doing NO RADIO, to radio ads on 2 big radio stations, 4 weeks each month… and his business is kind of exploding.  He went from ONE front desk / administrative professionals to THREE in this short time.  And I don’t know how many other service employees he has hired.  ANYWAY… here’s what happened…

He recently asked me to put his radio ads on hold… so they can CATCH UP!

He is also in a category that nobody had ever tried to lay claim as “the leader” in Sioux Falls.  Meaning, the competitors in his category didn’t advertise much…. or very effectively anyway.  That makes it prime pickins’ for snagging a huge share of market.  But that only comes when you snag a huge share of the minds within that market.  If you’re one of those categories where nobody is really “running away with it”… and you’d like to make your mark… give me a holler!

If you’re wondering who the client or the category is, just shoot me an email, and I will happily share some of the details of the campaign, and why I feel it’s working so well.

I did tell him, “I’ll pull the ads for a bit, but I don’t think you’ll slow down much because you’ve ‘duct-taped’ your brand onto the brains of a big chunk of the public.”

Oh, and guess what.  He doesn’t do digital advertising. Or much social media at all. Or pay per click. Just a little bit of TV on ESPN I believe.  And he’s killing it – with his long-term, 4 weeks per month, radio advertising.  And that makes me really happy.  : )

Duane Christensen
Results Radio Townsquare Media
Sioux Falls, SD
605-940-7984
duane.christensen@results-radio.com