Image courtesy of “Stuart Miles” / FreeDigitalPhotos.net
The cheapest advertising…is still a waste of money if you don’t get any benefits from it. The cheapest radio advertising…is still a waste of money if it doesn’t work.
I’ve had plenty of business owners want to meet with me…and they say, “What kind of deals do you have?” They’ve been trained by advertising executives and salespeople to ask that question. And that’s because most ad people have nothing else to offer except, “deals”, “packages”, rankings, etc. Nobody asks the tough question. “How will we make this work?”
The local advertising playing field is filled with “joes” and “janes” who think that what they sell is their advertising medium. They’re thinking about getting that next sale for themselves and keeping their Sales Manager happy. They fail to focus on creating ads that will actually work…hence making the customer happy…and buying from them again and again and again.
Why not do it right the first time? Hey Ad Sales people… Why not figure out how to best help your advertising client attract new, profitable customers. They’ll love you for it!
And for you business owners… start thinking RESULTS… not how cheap or flashy an advertising package might be. Yes, there are people out there who know what I’m talking about. And if you can’t find anyone in your area…give me a shout. I’d love to help out or point you in the right direction.
I think it was Brian Tracy who said, “You can always find something cheaper…if you’re willing to take that risk.”
Have a great day!
Results Radio Townsquare Media
Sioux Falls, SD
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!
Results Radio Townsquare Media – Sioux Falls
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.