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. I want to be your trusted marketing resource. Which comes from making your advertising work.
And it’s also why I have clients who say things like… “We love radio. I say we double-down on THAT.”
Creative > Strategy > Copywriting > Media Planning & Management
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