Is Radio Advertising Like TV Advertising?

She asked, “Is radio advertising kind of like TV advertising?”…

I said, yeah, except you can afford to buy more ads on radio, radio production is free, and it’s pretty tough to reach a solid number of people consistently with TV.

She said, “Sure, radio production is free, but is radio production really that good?”  I said, it IS at Results Radio. And you have to make sure you change your ads up at least every 6 weeks. You see the same local TV spots airing for 12 months or more because average TV production costs too much for the small business.  BUT “production” isn’t the most important ingredient in successful advertising.

She said, “It’s how many people you reach, isn’t it?”  I said, No.  Because does it really matter if I reach a lot of people, when I have nothing good to say?  The most important ingredient is a combination of a couple things.  #1:  What you SAY in the ads… AND  #2:  The overall strategy (how will you position yourself in the minds of the public).

She asked, “So, you’re confident that you can help me grow my business?”

I am. If you have the inside of your business running pretty smoothly, I can help. All advertising does is speed up what was likely to happen anyway. If you’re already creating happy customers, good advertising will help you create more of them. If you’re creating unhappy customers, advertising will bring more people to you and your unhappy customers will increase along with bad word of mouth. So, make sure you’re churning out happy customers that will come back to you when they need you…then you can be confident that good advertising will get you to your goal.

Have a great day!

Duane Christensen

Results Radio Townsquare Media – Sioux Falls

605-940-7984

My work website: http://duanechristensen.townsquareinteractive.com/ (And if you’d like a business website like this, or nothing like this, give me a shout. I’ll point you in the right direction)

And if you have questions about the cost of radio advertising, which radio stations would be a good fit, or how to get started attracting more customers, don’t be afraid to ask. I like to help good businesses take a bigger slice of the market.

Traditional Media for Small Business (brick and mortar)

Radio, TV, Print, and Billboard. These are the main local advertising options you have. (we’re not talking digital or anything internet – I’ll tackle that beast later. Ok, quickly, digital ads are just print ads on steroids)

If I’m in charge of an advertising budget for a small business, I have to be sensitive to the size of the budget. I’m not going to be able to advertise everywhere. So, where do I put the money?

First, you have to understand the difference between “intrusive” advertising and “passive”.

Intrusive is radio and TV. It means that if we’re listening to a radio station or watching a TV program, the ads just “happen”. We don’t have to DO anything to be exposed to them. It’s not work…we just listen. Unlike passive media (print), where you have to choose to read an entire ad. Example: Just because there’s an ad on the magazine page you’re glancing at, doesn’t mean you’ll read it.

So, my first choice for advertising a small business is intrusive media if the budget allows for it. I also choose Radio over TV for 2 main reasons.

1) It’s more affordable to run the frequency of ads needed to start the branding process.

2) I can change the ads at no charge EVERY MONTH…easily. Whereas, TV production is spendy and labor intensive. And any time a TV ad airs for more than 6, 8, to 12 weeks…the effectiveness of that ad drops sharply down close to ZERO.

It’s because once we’re exposed to one particular ad more than a dozen times, we tend to “tune out” after only a couple of seconds. We say to ourselves, “Yeah, yeah, yeah. Tell me something I haven’t heard before.” Tell us something new. An overplayed ad bores us to tears. Or worse, it annoys us. And that’s not good for business, eh?

What’s the short version of HOW a small, brick and mortar should advertise locally? Radio. 48 to 52 weeks a year. Of course there are always some exceptions, i.e. a seasonal business. Or I may suggest direct mail when your target prospects are few…and easily located.

I write radio for many small businesses. When we take our time and find the right things to say in the ads…growth is not far behind. Return on investment from radio done right, far exceeds what can be accomplished with print and outdoor (passive) advertising.

Something that I’ll always remember that Roy H. Williams said, “We can close our eyes, but we can’t close our ears.”

Have an awesome day!

Duane Christensen

Results Radio Townsquare Media – Sioux Falls

605-940-7984

My work website: http://duanechristensen.townsquareinteractive.com/ (And if you’d like a business website like this, or nothing like this, give me a shout. I’ll point you in the right direction)

And if you have questions about the cost of radio advertising, which radio stations would be a good fit, or how to get started attracting more customers, don’t be afraid to ask. I like to help good businesses take a bigger slice of the market.

What will you do with your advertising budget?

If I thought newspaper, magazine, yellow pages, internet ads, or TV advertising could help grow a local business more effectively, efficiently, and profitably than RADIO, I’d go work for one of those places.  No kidding.

When you understand what makes advertising really work, you’ll start looking for the place to advertise that gives you proper ad frequency. Which means communicating your sales message and your story multiple times to the same audience, week-in and week-out. And nothing does that more affordably and effectively than good radio.

If you disagree, feel free to contact me. I like talking shop.

OR…if you’d like to discuss what good radio is…and how it can help you attract profitable customers when used in the proper manner, I’d like to be the one you call. Because wasted ad dollars is one of my biggest pet peeves. And I see it all around Sioux Falls…every day.

Have a great day!

Duane Christensen

Results Radio Townsquare Media – Sioux Falls

605-940-7984

My work website: http://duanechristensen.townsquareinteractive.com/

If you have questions about the cost of radio advertising, which radio stations would be a good fit, or how to get started attracting more customers, don’t be afraid to ask. I like to help good businesses take a bigger slice of the Sioux Falls market.

Watch them Squirm

Here is one question that can help you decide if you should buy advertising from someone –

“Mr. or Miss Advertising Rep, how do you plan on making this work for me?”

Then watch them squirm.  Or if they’re a “seasoned” salesperson, I assume they’ll have a smoooooth answer that doesn’t really answer your question at all.  You may get an answer that includes words like “reach” and “frequency”.  And probably a bunch of other numbers, and advertising clichés because that’s all they’ve got.  If you’re really lucky, you’ll get to see some nice graphs or pie charts.  A PowerPoint presentation would be a treat also.

Reach and frequency is about how many people your ad has the potential to hit…and how many times you run your ad.  But those factors are minuscule in comparison to what it truly takes to make your advertising plan work.

If you believe you know how to make advertising give you consistent, long-term results…let’s talk some day.

If you have no idea what it takes (you’re in the majority)…let’s talk some day.

I suppose I should tell you how I would answer that question I told you to ask.  Ok.  Next time.  Stay tuned.  My answer would probably be a little different each time someone asked me…but the CORE of my answer would be exactly the same.  And I wouldn’t whip out any demographic figures or bar graphs.

Have a great day!

Duane Christensen

Results Radio Townsquare Media – Sioux Falls

605-940-7984

My work website: http://duanechristensen.townsquareinteractive.com/

If you have questions about the cost of radio advertising, which radio stations would be a good fit, any marketing in general, or how to get started attracting more customers, don’t be afraid to ask. I like to help good businesses take a bigger slice of the Sioux Falls market.

Why Radio?

What IS a radio advertisement?

I’d say that it’s kind of like a print ad or a billboard…brought to LIFE…and on steroids.

Radio is entertainment for listeners.  Some are actively listening…others have it on in the background.  It’s company.  People use radio as a companion.

How else can you effectively reach a large number of people over and over and over in such a way?  I can’t think of any.  TV isn’t like radio because people watch TV programs, not TV stations.  My TV habits are all over the place.  One show here, another there.  Different stations.  And they’re all on my DVR to watch whenever I want.

The key to effective advertising is getting your message to people repetitively.  And you can’t predict when they’ll need you or when they’ll be ready to buy.  That’s why it’s important to brand your business.  Branding isn’t just tattooing your business name on their brain.  It’s giving people a feeling or set of words to remember whenever they hear your name.

Branding can’t be done with print (it’s tough to do without sound).  And it’s pretty darn expensive to do it on TV (I’m not talking about small cable stations).  Sooooo, I’ll bring you back to radio.  Radio allows you to communicate with your prospect multiple times within a one-week period.  When you do that, you’re starting the branding process.

When radio is done right, I can’t think of a more cost-effective way to guide people towards your business instead of your competitor’s.  If you can…I’d consider working for that ad medium instead of radio.  But I don’t see anything out there yet that works better.  So, for now, I’ll be right here at Results Radio.

Have a great day!

Duane Christensen

Results Radio Townsquare Media – Sioux Falls

605-940-7984

My work website: http://duanechristensen.townsquareinteractive.com/

If you have questions about the cost of radio advertising, which radio stations would be a good fit, or how to get started attracting more customers, don’t be afraid to ask. I like to help good businesses take a bigger slice of the Sioux Falls market.