Who’s The Big Dog?

Who’s The Big Dog?

Image courtesy of "Photokanok" / FreeDigitalPhotos.net

Image courtesy of “Photokanok” / FreeDigitalPhotos.net

Would you like to take a bite out of the big dog’s market share? If you want to grow…that’s where you’ll most likely have to steal customers.

Are you saying to yourself, “Why would I want to steal customers?”

Well…that’s where your growth comes from. People are already using someone else to get the services or products you provide. But not all of those consumers are happy with who they’re doing business with. That’s where YOU come in.

You need to be more appealing to them. You need to offer something better. You need to treat them better. Ya know? Good customer service? Yeah, it’s important. Putting your employees on auto-pilot and free rein to act however they wish…isn’t a good plan. If you’re going to chop down the “big dog” a little bit…you’re going to have to perform better – in every aspect within your business.

THEN…you need to tell people about it. That’s where your radio advertising comes in. It’s easy to just spend some money on advertising and watch it NOT work. That’s a piece ‘a cake. The hard part is making your advertising WORK. Especially if you have a big dog in your industry who is “top of mind” in Sioux Falls (or wherever you are).

So, if that’s the case, you’ll probably have to run more than 3 radio spots per day. We’ll be looking at possibly 4, 5, or 6 radio ads per day. There’s not one formula that’s going to work best for everyone. You have to take into account your competitive situation – or your “big dog” situation.

And if you’re already one of the bigger dogs, then you have to be aware that you’ll have competitors who want to take a piece of YOUR pie. So, you’ll want to at least protect that share with a good ad strategy. And Radio is one of the best places to do that.

You’ll need to set yourself apart from your competition. You need a strategy that lets people know how you’re DIFFERENT. And how you’re able to make their life better by choosing YOU. It’s more than just “running radio ads”. We’ll help you come up with a differentiating strategy. We’ll help you come up with a series of radio commercials that can start “sticking” into people’s minds. And radio does that best when you insert EMOTION into your radio ads. You will need to connect with potential new customers on more than a logical level. You need to push some of those emotional hot buttons and get people to remember you and feel good about you when they need what you offer.

When you buy any kind of advertising…if you’re not told any of this, then you should be wary. You might be told that just by advertising on their TV station, newspaper, website, or buying a special direct mail list that RESULTS will automatically come to fruition. That’s not the case. You need to SAY something worthy in your advertising. The media you choose isn’t the power, it’s the message you’re spreading around. If you don’t say anything in your advertising that is compelling and if what you say doesn’t move someone closer to doing business with you…then you’re wasting your money.

Did you know that just by sharing a better message (above and beyond a poor or average message) your RETURN ON INVESTMENT can be up to 8x better? Yes. 8 TIMES! So, doesn’t that even make it sillier when you’re worried about getting the lowest ad rates? I can find you some really cheap advertising…but you’ll still be throwing that money down the drain if you’re not saying the right things in your ads.

You wanna go after the big dog? We’re good at helping local Sioux Falls businesses do that. And if there’s not a clear “big dog” in your category right now…we’re good at turning businesses INTO the BIG DOG. What’dya say? Ready to take a look at how we can help? How I can help? Yes, I work alone on most of my clients’ radio strategies and ads…but when it’s needed I also get help from my team at Results Radio. That might entail orchestrating a few brainstorming sessions with my team and your team, or bringing one or two extra people along to meet you and ask a few of their own questions.

Let’s start here though…

What would you like your advertising to accomplish?

What is your 5-year GOAL for your business?

Ideally, how much more would you like to grow in the next 5 years?

Let’s start there. I want to help you hit your big target. Maybe you have a goal of growing your business by 4x. That’s great. Let’s start the discussion on how we could help make that happen. It’s more than just advertising…and we’re here to give any extra advice and resources we can if you need it. We’re way more than just a radio station. We’re business growers. We’re staying on top of everything so our radio stations (and our websites) remain in the homes, cars, phones, and work areas of the majority of the population.

I’d love to help. All you have to do is reach out to me. I’m harmless. : )

Have a great day!

Duane Christensen

Results Radio Townsquare Media

Ad Writing / Ad Strategies / Digital Advertising / Radio Sales

605-940-7984

duane.christensen@results-radio.com

I’m a radio rep for Results Radio Townsquare Media. I write this blog on behalf of myself. Bottom line? I truly enjoy helping businesses get from their Point A to their Point B in an efficient manner. And Radio Advertising is just one of those ways that has worked wonderfully well for my radio clients. We have 8 radio stations within our group to help you reach the people you’re looking for.

Radio Advertising Advice for Beginners

Those who have never advertised on the radio…but are considering it…have questions.

Beginner (Studying)

Image courtesy of “stockimages” / FreeDigitalPhotos.net

But if you ask the wrong person those questions, you’ll get a big bag of answers that have nothing to do with making your advertising actually work. You want your radio ads to work, right?

You might be told about gross rating points or cost per thousand. But don’t get hung up on that. That still has very little to do with making your advertising work. If you’re not familiar with the radio stations in your area…or the size and estimated “listenership” of your local radio stations…ask around.

You might also get pounded with more information than you care to…about station demographics. Again, don’t obsess over this. There’s not one radio station who “owns” a particular group of listeners. Nobody “owns” women, age 25 to 54! You’d be amazed at which stations people listen to.

Most advertising salespeople won’t talk to you about what it takes for advertising to be effective. They’ll sell you on “the bling”, or their demographics, or show you a snappy “ad package” (loaded with tons of bonus value that isn’t really that valuable), or Powerpoint you to death with graphs, charts, and statistics.

If you find someone who talks to you about what your ad / commercial / message actually communicates to the public…then you’re on the right track. Because even if you advertise with the biggest, “baddest”, advertising medium in Sioux Falls, it’s still going to be a waste of money if you’re not saying anything that will help persuade someone to do business with YOU instead of your competition.

“The advertising message” and the “strategy” is what should be given the lion’s share of attention. And that’s what I specialize in. I’m not a great salesperson – I just love creating advertising that helps local business owners in Sioux Falls take a bigger slice of the market. If I don’t think I can help you…I’ll tell you. But chances are, after we talk a time or two…I’m going to start coming up with ideas and angles that you’ve never considered. These will be ideas to get you noticed, attract new customers to you, and get you towards the top of the short list of businesses that people will think of FIRST when they’re considering buying what you sell.

You want solid advice about advertising. You want to know that your advertising dollars are invested well. It all starts by not obsessing over things like demographics and other numbers that are easily twisted. Of course, some of that information is important to a certain degree, but not to the level that you’d think. Focus first on what you’ll say to your prospects.

If you’re a plumber or a furniture store or a car dealer…and you had someone on the phone or face to face…would you feel comfortable reading them your radio script? Doubtful. Your advertising needs a human factor to it. When you stop treating people like sheep in your advertising, they’ll respond better to your ads. People want to feel they can trust you before they do business with you. And a “typical” advertisement that you’re used to…isn’t going to do that.

Let’s make friends with some new people…and then watch how many of them decide to buy from you.

Have a great day!

Duane Christensen (your local advertising resource for non-B.S.)

Results Radio Townsquare Media in Sioux Falls

605-940-7984

My Radio Website: http://duanechristensen.townsquareinteractive.com/

What in the world is a Snug?

McNally's Irish Pub - Sioux Falls, South Dakota

McNally’s Irish Pub – Sioux Falls, South Dakota

I just received a letter in the mail, informing me that one of the radio ads I did for a client… won FIRST Place in the South Dakota Broadcasters Association’s commercial awards. Cool!

But…they should also be asking if the ad helped attract new customers to the business. And did it move people closer to doing business with the advertiser? I know of many radio ads that are NOT smooth and polished, yet they produce outstanding results. And I hear a lot of smooth, polished ads that I know won’t give the advertiser any return on their investment worth writing home about.

In the McNally’s ad that won, we talked about “snugs”. You’re probably wondering, “What the heck is a snug?” The ad has Nicki (one of the owners), telling a story about how snugs came about…and that they have snugs at McNally’s. The ad makes people REALLY want to check out a snug. The biggest effect the ad has is that it makes people want to visit McNally’s that have never been there before.


In the McNally’s ads, we don’t say things like “great customer service”, “good food”, “friendly staff”, or “fun atmosphere”. We like to paint a picture for the radio listener. One of my other favorites of theirs is the one titled, “We Don’t Headbang.” Advertising impact comes from saying things in your ads that people don’t expect to hear. That’s what I try to do for all of my advertising clients. I cherish all of them, and nothing makes me happier than helping them grow.If you want to experience a snug…go check out McNally’s Irish Pub. I’ve used a snug many times. It’s just one more thing that makes McNally’s a great experience for “drink, food, and friendship”.Have a great day!

Have a McGreat 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.