I Want My Pot Roast NOW!

Great success with your Radio Advertising is like a pot roast.

You’d love it if you could cook a pot roast in 10 to 20 minutes…but you’d be disappointed. You’d love it if your Radio Advertising worked at its maximum level within the first week or month you’re on the air with your radio ads…but you’ll be disappointed.

That delicious pot roast takes some time to fully cook and bring forth all of its juicy, meaty goodness. And it’s the same for your radio advertising…

Image courtesy of "-Marcus-" / FreeDigitalPhotos.net

Image courtesy of “-Marcus-” / FreeDigitalPhotos.net

But it’s well worth the wait when you bite into that roast. And your radio advertising will be well worth the wait when it starts getting into the minds of the listening audience (and sticking).

Let’s compare this to Direct Mail – the microwave popcorn of advertising.

Direct Mail gives you almost everything it can give you…immediately. Heck, “they” even say you’re supposed to commit to at least 4 mailings to a particular list before you can see any real results. So, why would you only do Radio for a few weeks and then abandon it when you’re disappointed?

What radio does that any Print advertising cannot do…is settle into your memory. Branding. You can become “the one” most people remember when they need what you sell. Wouldn’t that be cool? You can be “the one” people FEEL BEST ABOUT when they need what you sell. Do you know what the glorious results of that are? It means growth. It means you don’t have to put a “special offer” or discount into every ad. More profits. Better customers who value what you stand for, not people only looking for “a deal”. And that happens because of SOUND. You can stick into someone’s head with a good message faster and more sticky by using the power of Radio sound and repetition. (think Pavlov’s dogs – bell ringing)

How long is your product or service buying cycle? Which means how often to people need you? Every week? Every year? Ever 5 to 10 years? Your answer depends on how fast your advertising will work. If you’re selling mattresses, I’m going to make you a much happier advertiser with Radio versus your print advertising or Direct Mail campaign. Are you a remodeler, home builder, plumber, roofer, garage door company, farm implement dealer, furniture store, glass company? Same. Not everyone needs you today or next week or next quarter…that’s why it makes more sense to take the road to branding and getting into your prospects’ minds as one of the best, safest, most trusting place to buy from when they need you. You can’t make that happen with Direct Mail or the newspaper or a billboard.

You can’t do that with a crappy Radio message either. That’s why I focus on crafting a radio ad campaign strategy that lays the foundation for getting people to feel most comfortable with YOU…instead of any of your competitors.

So, let’s be patient and do it right with a tasty pot roast instead of settling for pop tarts or microwave popcorn. Let’s start the conversation. Give me a buzz and we can discuss your unique situation.

Side note: When you’re on the Radio…any Direct Mail piece you supplement your Radio campaign with will have more impact. Just make sure you have a bold message to share. Get noticed. People aren’t waiting patiently for your next advertisement. Every radio ad, postcard, thank-you note, etc., needs to pack a little punch.

Thanks for reading and 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.

I’m a 39-year-old ad writer, radio marketing guy, and business helper. I’ve been learning and growing at Results Radio since 1998. I’d like the chance to show you what we can do for you.

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What’s Your Reason for Advertising?

Image courtesy of "Stuart Miles" / FreeDigitalPhotos.net

Image courtesy of “Stuart Miles” / FreeDigitalPhotos.net

Why do you want to advertise?

  • Because business is slow?
  • Because you now have some cash flow and want to keep growing?
  • Do you need a short-term “fix” or spike in sales?
  • Because you can’t keep customers happy and need to constantly replace them with new ones?
  • You’re a new business?
  • Something else?

I love helping those businesses who want to grow, and who want to continue to grow and take a bigger slice of the market. Or those who have a lot of competition and are fighting to maintain their share or would love to “move up in the ranks” within their local market.

And that can’t be done by quick bursts of advertising like a shotgun at the hip hoping you hit something. A splash here, a splash there, a sprinkling of ads to reach everyone – it just doesn’t work..

You wish that would work. Everyone does. But it doesn’t.

I want to help you and CAN help you, if you answer Yes! to these questions:

  • Are you looking for consistent growth, year after year?
  • Do you want an advertising campaign where you don’t have to discount your prices in order to snag a new customer?
  • Would you like someone to help you manage your ad campaign? (meaning someone who will stay on top of things, write ads, keep ads fresh, give you time to do other things like run your business)
  • Would you like help with what you say in your ads? (ad writing, set you apart from your competition, slogans, etc.)
  • Would you like to work with an advertising person who has your best interest at heart and can advise you on other marketing tactics?

Radio advertising is currently helping hundreds and hundreds of local Sioux Falls businesses. The businesses in which Radio Advertising helps MOST, are those who are being a little “different” in their advertising message. They’re not just using Radio for the sake of using Radio. They’re using it to engage on a deeper level with Radio listeners. They’re branding themselves as one of the top go-to places for Sioux Falls and surrounding area consumers.

Sure, Radio can “get your name out there”. But what good is that if nobody will remember your name when they actually need what you offer? Great radio advertising will brand your business name into the hearts and minds of the large radio listening audience. When you do that, you’re not only advertising to the miniscule slice of people who need your product or service NOW…but you’re branding yourself. That way, when the other 99% (give or take) of your radio audience who need you down the road…will remember you. And then, you’ll be one of the top choices they contact, or possibly the FIRST businesses they choose to contact.

Can you imagine how something like that could immensely improve your situation and bottom line?!

Radio is mass media. Which means it reaches a ton of people. Don’t get overly worked up about your “target”. People are people. And they listen to all different kinds of Radio. There is not one kind of person who listens to one kind of Radio. Radio reaches the masses. And you’d be surprised at which radio stations people listen to. Don’t use Radio for “targeting”. That’s what Direct Mail is for. Radio is for branding your business into the hearts and minds of massive amounts of people.

If you know the type of person you’re looking for (a profitable customer whom you enjoy serving and doing business with)…your Radio advertising should talk very directly to that person. Talk to their likes and dislikes. Talk to their heart. Befriend them with your Radio ads before they ever do a lick of business with you. Earn their trust. Help them feel confident they’ll be treated right if they decide to visit you. Make them feel like you’re “the one” to help solve their problem or improve their life.

What’s YOUR reason for advertising? Is because you’re dabbling with entrepreneurship? Or is because you want to take the bull by the horns and make something happen? Business growth and success does not happen automatically or magically. Successful local businesses went after it. They knew there were obstacles and possibly even a lot of competition in their field. They knew they had to advertise, commit to a plan, and do it differently than everyone else spinning their wheels and sprinkling their ad budget around hoping something sticks.

This isn’t a “DO THIS or you will fail” message. I just want to be one of the first people you contact when you have advertising and marketing questions. I’d like to help you understand what works and what doesn’t when you decide to invest in a successful advertising plan. I want to help. I love to see good businesses (who are good to their customers) succeed and prosper. I want to introduce you to MORE people who would appreciate the products or services you offer.

A good Radio plan can work wonders. And it doesn’t have to be overly complicated. I’ll explain how it all works – just give me a call and we’ll talk. No annoying pie charts and statistics about how Radio is the biggest, baddest thing since sliced bread. Just honest advice on how you attract more profitable customers and grow. Radio is helping my clients do that. Let’s help you do the same.

Have a great day! Hope to talk to you soon.

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.

I’m a 39-year-old ad writer, radio marketing guy, and business helper. I’ve been learning and growing at Results Radio since 1998. I’d like the chance to show you what we can do for you.

You Paid Too Much For Your Fireworks

Image courtesy of "graur razvan ionut" / FreeDigitalPhotos.net

Image courtesy of “graur razvan ionut” / FreeDigitalPhotos.net

I got annoyed the other day, listening to all of the fireworks ads.

Yowza! If there’s any industry who needs to “say something different” in their ads…it’s the fireworks people. You know the ones with the big red, blue, yellow, white, or black buildings?

Here’s what they tell you…

“The lowest prices, the biggest bangs, in the big (insert color) building.” yada yada yada

Then, I heard this in one of them…

“If you didn’t get your fireworks at the big blue building, you paid too much.

Then, a few minutes later, I heard another advertiser say this…

“If you didn’t get your fireworks at the big black building, you paid too much.

Now, I’m confused.

Do you know where I got MY fireworks this year? At the smaller fireworks shop that was closest to where I live. Did they have the lowest prices? I have no idea. Even if I paid a couple bucks extra for the $57 of bangers I picked up…whatever. They were really busy for about two days before the 4th of July. And I’m sure they didn’t advertise.

Listening to all the fireworks ads, I thought, “There’s no way these places are getting much ROI from these ads.” These advertisers are trying to persuade us to go to their establishment based on price mostly – which there’s no way that fireworks prices differ that much between buildings. Or they’re trying to tell us that they have the ultimate boomers and sparklies to light up the sky. I don’t believe it.

So, what would I do if I owned one of these places? My radio ads would let people know where I’m at… “Hey if you live or work near (insert location), stop by and let’s get you all set up for your Independence Day celebration.” My radio ads would also let people know that most fireworks are going to cost pretty much the same wherever you go…so you might as well shop at a place with some friendly smiles and free “big daddy” punks.” (or some kind of freebie that you give them with every purchase)

But the biggest way to make a fireworks ad go a long way is to make the WHAT YOU SAY and the WAY the ad is voiced totally different from every other fireworks ad. Don’t make it sound like the monster-truck-sunday-sunday-sunday! ads. Just tell it like it is. “Yup, we sell fireworks just like the 50 other places in this town. And the prices aren’t really that different. We’ll greet you with a smile, give you the help you need if you want it, and thank you for your business when you’re done shopping.”

Call me crazy…but that kind of message would stand out against a crowd of fireworks ads who all tend to be saying the same exact thing.

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.

Radio Advertising: How To Find Success and Results

How many successes in your life can you account for…in which you didn’t have to put forth the time, effort, and work to get it?

Success in your marriage?

Time and effort.

Success in parenting?

Time and effort.

Success in school?

Time and effort.

Success in business?

Time and effort.

Success in Cheesecake making?

Time and effort.

Success in advertising though? Well, that should happen immediately! And there should be a 1-size-fits-all formula to make it virtually effortless!

Something smells wrong here.

Image courtesy of "Naypong" / FreeDigitalPhotos.net

Image courtesy of “Naypong” / FreeDigitalPhotos.net

I’ve made the occasional mistake of letting a business owner advertise “the wrong way”. I gave a recommendation, but they rejected it, and put forth his own terms. Even though every other ounce of advertising he’d done in the past could have been considered less than successful, he wanted to keep doing it the same way.

There is actually a rough formula for advertising success…but two important factors in that formula are time and effort. And this is so important in Radio advertising (but also most advertising). Don’t you plan on being in business for longer than 2 weeks? Then, why do you keep searching for short-term, magical advertising successes?

Can you tell a child to “Be good” just ONE time…and that child grows up to be a generous, caring, benefit to society? We wish.

All lasting, good things that we acquire throughout our lives require time and effort. Of course, you can add in other ingredients to the recipe, like discipline, patience, nurturing, intellect, etc. But I need you to understand that advertising success isn’t automatic. Just because you’re “on TV” means nothing. Just because you’re “on the radio”, “in the newspaper”, or “on the Internet”… means nothing.

When you want to “do” advertising in Sioux Falls (or anywhere) the right way, call me and let’s get to work.

Have a great day!

Duane Christensen

Results Radio Townsquare Media

Sioux Falls

605-940-7984

I write ads, prepare radio schedules, create strategies for your ads (so you can stand out from your competition), give online and other marketing advice, and will keep your advertising fresh and new. I hear a lot of ads that air for 6 months or more before they’re changed out. That’s way way too long…and it’s not doing you any good. You have a lot of things you can share with the public that will help you become a trusted resource to them. Then they BUY. Let’s do that!

My Results Radio Townsquare Media website: http://duanechristensen.townsquareinteractive.com/

Frequently Asked Questions

Frequently Asked Questions

I think most FAQs are dumb. So, why not try to create one that's valuable to someone? This is a work in progress.

I think most FAQs are dumb. So, why not try to create one that’s valuable to someone? This is a work in progress.

How much does radio advertising cost?

It varies. The thing is…you’re not a “cookie-cutter” business…so we don’t provide cookie-cutter advertising solutions. It’s custom. You might need 60-second ads telling stories about you and your business to make people feel best about you when they need what you sell. Or maybe 30-second commercials are ok. There are even 15-second sponsorships to consider. And the number of competitors you have and how much advertising power or “voice” they have in Sioux Falls is a factor in how many ads you need to be airing each week to take a bite out of their market share. But don’t be afraid. We’ll talk. You’ll ask questions. I’ll ask questions. And get to the bottom of what it will take to make your Sioux Falls radio advertising work!

Which radio stations should I be on?

This is a question that’s kind of important…but not as important as you might think. At Results Radio Townsquare Media we have 8 radio stations. Stations that cover a

pretty wide variety of people. But you never really know exactly who’s listening to what. There are Grandmas listening to… >>>

>>> Read the rest here. http://duanechristensen.townsquareinteractive.com/frequently-asked-questions/ OR…if you’d rather read about something else besides the rest of the FAQs…poke around some other page of the site.

I’m sending you to my Townsquare website because there is a whole other hodge-podge of info there that a small business owner might like to see…instead of trying to cruise through some of these blog posts looking for answers. Ya know?

And if you’re a radio person or marketing person who reads this… let me know if you approve of anything or if you might disagree with something. I’m open to opinions and discussion!

AND…if there’s a question you’d like added to the list…let me know. I just added it, so I’m sure there will be more and more added to the list over time.

Thanks!

Duane Christensen

Results Radio Townsquare Media guy (who writes this Sioux Falls Radio Advertising blog at 11:15 p.m. on Wednesday nights)

605-940-7984

http://duanechristensen.townsquareinteractive.com/

 

Your Radio Headline

Sioux Falls Radio Advertising blog…

Your Radio Headline

“It all starts with the snotty noses and green boogies.”

“I talk trash all day long.”

“Chainsaw juggling…”

“We have some fantastic sewing machines that are barely street legal.”

Image courtesy of "Ian Kahn" / FreeDigitalPhotos.net

Image courtesy of “Ian Kahn” / FreeDigitalPhotos.net

“When your car gets a case of the crinkles…” 

“What did the dog psychologist say to the dog patient?”

“Every year, there are more than 40,000 toilet-related injuries in the U.S…and I hope I’m not one of them this year.”

THESE are just a few radio ad headlines from past ads that my clients were daring enough to go with. They may not seem “daring”…but you wouldn’t believe how “SAFE” most business owners want to play. And if it came right down to it, I bet you would hesitate for a minute (or a week) before you gave the OK on one of these headlines.

But you know what? A headline that catches people’s attention like these…is part of the formula. Yes. I have a formula. Or I think it’s about 4 or 5 different radio ad formulas. Subconscious though. I wouldn’t now how to even explain them.

For example…

I don’t even remember why chainsaw juggling came to mind…but it caused me to compare chainsaw juggling to all of the things small business owners juggle every day.

I pictured in my mind what a smashed up car looked like. It was crinkly. So…that’s where the “crinkles” line came from for the body shop ad.

And what better way to lighten up a “psychology conversation” than with a dog psychologist joke?

I’m not a good organizer…I’m not a list maker…I’m not an accountant… so I think that makes me better at some of the creative stuff. Of course, I still have lots to learn. Even though I’ve been writing radio ads for about 9 years, I can see how I improve year after year. If you don’t strive to improve and learn consistently, you’ll get left in the dust. I don’t plan on getting left in the dust, I plan on being ahead of as many marketing people as I can. But… (I’m off track) back to the HEADLINES!

Don’t be afraid to be different with your headlines. They’re like the ad for the rest of your ad. If you don’t hook’em at the beginning…you’re screwed. And then…keep ’em interested all the way through. Don’t bore us to tears with the rest of the ad. Tell me something I don’t know. Tell me something that could cause me to make a new decision based on new information. Then wrap that around strong words and voices and inflections and realness and sincerity. A bit of humor doesn’t hurt once in a while either (but don’t go overboard – most national advertising is all humor and no selling – big fat wastes of money).

So, that’s the end of this hodge-podge blog post. Maybe my headlines I listed could give you a few sparks of your own. Just don’t be too “safe” with your headlines and your advertising in general. Being too “safe” is what will let your competition pass you by.

Have a great day!

Duane Christensen

Sioux Falls Radio Advertising blog

(I work for Results Radio Townsquare Media – call me)  🙂

605-940-7984

duane.christensen@results-radio.com

8 radio stations – radio commercial writing and production – strategy – sales – yada yada yada (whatever is right for you…that’s what we’ll do)

Of course you have questions. Rates? Cost? Stations? Just ask.

You’ve Bought Radio Advertising Before? Oh No.

You’ve advertised on the radio before. So, you know what you want. Ok. But is “what you want”…the best thing for you?

Image courtesy of "Salvatore Vuono" / FreeDigitalPhotos.net

Image courtesy of “Salvatore Vuono” / FreeDigitalPhotos.net

Sioux Falls has a ton of advertising options. You may have already “tried” a bunch of those options. You may have “tried” a bunch of different radio advertising schedules. You may even feel you’ve met nearly every advertising sales rep in the city! Wow, I hope not. That would make ME want to sell everything and move to the mountains!

Do you feel that advertising is a necessary evil? You say, “Well…let’s try another stint on the radio. Can’t hurt, right?” Then, you call up a radio station (maybe me) and ask about the rates.

Now, here’s me. I don’t know much about your business yet. And the number of radio advertising options are pretty high. It’s not a one-size-fits-all kind of thing (if you actually plan on making your radio advertising work). Rates don’t really mean much if you’re not buying into the right plan. Or the right IDEA.

My first thought is… “Do we know what to SAY in the radio ads yet?” No. We don’t. Do I know your competitive landscape? Do I know why your customers buy from you and not the other guy down the street? No.

Image courtesy of "Master isolated images" / FreeDigitalPhotos.net

Image courtesy of “Master isolated images” / FreeDigitalPhotos.net

Questions. I need to ask questions to offer the best solution. Not just give you a “package” that won’t work. I need to know more before I can recommend a plan for you. Would you like to draw a one-time crowd? Or would you like to become a household name in Sioux Falls? What would you like your advertising to accomplish? Why do you think you’re a big deal? Do your customers feel you’re a big deal? Would you like more of those happy customers? If I asked your customers about you…what would they tell me?

I love to work with Sioux Falls small business owners who want to make a mark. Those who want to serve their customers better than anyone else could, and those who have a goal and want to know how to reach that goal. I don’t really ever feel comfortable being an order taker. I almost always find a major flaw in someone else’s advertising plan. Those flaws could be any number of things that can sabotage a local marketing and advertising campaign. Such as the length of the ads, the competitive strategy, the message in the ads, the number of ads scheduled to air, etc.

If you’ve bought radio advertising before…I want you to forget what you’ve done before. Because if you were doing it right, you wouldn’t have stopped. You wouldn’t have called someone else. So, try your best to erase from your memory what some other advertising person has told you in the past. If you truly want to get it right this time and stop being unsure, skeptical, confused, or frustrated with your local advertising, then, we’re going to start from scratch. We’re going to have a bunch of conversations before I let you spend any money on advertising. We’ll get it right, first. We’ll have a plan. A plan that will carry the potential for good things to happen. Growth. Good word of mouth. Buzz. Increased profits.

When you’re ready, just call.

Thanks. Have a great day!

Duane Christensen

Sioux Falls Radio Advertising blog

I’m kind of a big advertising nerd. And I’m confident in the power of radio when it’s done right. The spoken word is impressive when you choose words wisely. You can arrange them in a way that can be subtly persuasive, aggressively entertaining, or peacefully comforting. Let’s find the right words to use for your small business. I am a salesperson, ad writer, and marketing guy for Results Radio Townsquare Media in Sioux Falls, South Dakota. I started there in 1998 (while still a punk) answering phones and scheduling radio commercials on an old DOS program (green and black screen). Yikes. I’ve learned a heck of a lot since then.

I even published a small business advertising book in July of 2012. You can check it out here if you want >>> Take A Bigger Slice (on Amazon)

Ph: 605-940-7984

Email: duane.christensen@results-radio.com

Web: http://duanechristensen.townsquareinteractive.com/

 

 

On the Front Steps #2

Straight shootin’… from the front steps.

Advertising and Marketing in Sioux Falls. “On the Front Steps #2”

When you call an advertising company, do you say, “I’d like to talk to someone about advertising.” ? Then you call a few more places. Then, you have a bunch of meetings set up and “pitches” to hear within the next few weeks.

Those pitches might all sound different in the way that they recommend different “ad packages” or what they think is the best station or advertising vehicle (platform) for you to use.

And if you think about it… most of those “pitches” also sound very similar. They all like to tell you how great they are, how many people they reach, or how their demographics match your target demographics perfectly.

I have my own advertising “pitch” to give today. But it’s going to sound very different from the others they’ve heard from.

Have a great day!

Duane Christensen

Sioux Falls Radio Advertising blog

Ask nicely…and say Please

My wife Tara and I have taught my daughter that when she asks nicely for something and says Please, she’ll be much more likely to get what she wants.

Your advertising works the same way. When we figure out what to SAY in your ads, and radio listeners respond favorably to them, you get what YOU want – new customers and increased sales.

(A consistent radio campaign even helps remind your current customers to come see you more often AND it reminds them to refer others to you. Cool side effect of an ad campaign, eh? You don’t get that with short-term advertising and “Sale of the Century” advertising.)

The first question most people have though is “What are your ad rates?” Or…”How much is this going to cost?” Here’s the reality: Ads that don’t work (no matter how cheap) ARE expensive. When you get little to zero return on your cheap ad investment, you’re still losing money on that great deal. You’re still losing money on that “ad package” that was too good to pass up. You probably said, “What the heck, let’s try it.” That’s why you eventually get frustrated with all local advertising (you’re not doing it right – please allow me help you with that).

So…ads that bring you a consistent flow of new customers are not expensive. It’s like investing in stocks that can’t fail. But those ads that bring in the customers might actually cost more than the ones being pitched to you by sales reps that don’t know how to make advertising work. If your monthly sales were 20% more than the same month the previous year, and you’re advertising on the radio, and saying great things to the listeners, you’re still going to say “Advertising is too expensive” ????

Of course, you have to “run the numbers” and make sure that you can afford the right amount of ads on the particular radio station you’re interested in. If you can’t, look at a different radio station where the rate per spot is less. Because you need to have enough ads airing each week to make an impact. One here and one there isn’t going to cut it. But it’s OK if you start on a radio station with a smaller audience. As you grow because you caused some of that audience to do business with you…then you add another station – another audience. And so on…and so on.

Do you think the big advertisers started out with ads on all 8 of our radio stations? No. They started with one or two. And when their ads started working…sales grew. The next 6 months to a year, they saw enough increase to add another station. It’s OK if you start smaller. Stop trying to reach EVERYONE. Start smaller with the budget you have now. Be comfortable with that monthly investment. As you grow, so does your budget.

The thing that I never understand is when a business sees success from their radio campaign, and they say they’re going to try some TV now. What? You’ve just figured out what works, but now you’re trying TV? I think it’s because so many business owners think that if you’re on TV, then you’re “big time”. But that’s not how it works. All you should be trying to do is convince more people to do business with YOU instead of someone else.

People are people. It doesn’t matter where you advertise to them. Radio just happens to be the most affordable way to effectively do that for most local businesses. But only if we SAY the right things! Remember? Like when my daughter asks nicely…and says please – she gets a much better response from Mom and Dad.

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.

Local Advertising: Newspaper ads (inserts)

Who looks at newspaper ad inserts? There are 4 categories of people.

  1. Only look at the ads of businesses where they already shop.
  2. Finger through every ad.
  3. Read the newspaper, but don’t look at any of the ads.
  4. Don’t ever read the newspaper.

The thing about buying advertising inserts is that most of the people who look at them…only look at the businesses they’re familiar with. The rest get tossed into the recycling bin. So, if all you want to do is entice people to come back and shop with you more often, let’s talk to them on the radio. And by using “not-your-average” radio ads…you don’t have to give people a discount in order for them to want to buy from you, for a bigger profit on every sale.

What about Black Friday though? I guess if I was a heavily trafficked retail store, I would maybe put an insert in that day’s newspaper. But I would definitely have been advertising to them on the radio for the 11 months prior. Which would give me a heck of a lot more response to the newspaper ad than the businesses that don’t do any radio advertising prior to the biggest shopping day of the year.

Why not be in the “black” before Black Friday? I’m just saying that the reason a lot of big retail stores struggle is because they’ve become dependent on discounting and having their “biggest sales of the season” 5 times each season. Pretty soon, you’ve trained your customer to wait for your next sale, and never pay full price.

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.