The “local” part of Radio

Why local radio advertising can work so well.  And will continue to…

I asked the finance guy at Papik Motors in Luverne a while back if he thought Radio was going to be extinct in 10 or 20 years.

He said, “No way! There will always be a big group of people who want to hear their local stuff.”

Which is how I feel as well.

radio advertising

Chad McKenzie

A lot of people listen to local radio. Satellite and online radio account for a very small percentage. Actually, AM/FM radio is listened to about 4 and half times MORE than online radio.  There are many reasons why people love local radio. Here are MY reasons….

  • To keep up on new songs that are heard on the radio first.
  • Local news and different perspectives of local news.
  • Witty commentary on local sports and local sports issues.

    Radio Advertising

    “Crash”

  • It’s easily accessible to me. When I hop in my car…it’s ON. When I’m at home on the weekends and want a “mood lifter”…I just push a button.
  • Variety. I have an iPod. I have access to iTunes on my phone. I listen to Pandora once in a while. But the radio plays music that I haven’t heard in a while…but still like a lot. Songs that I’ve forgotten about. Plus all the new stuff, too. Unless you’re one of those weirdos who ONLY listens to 80s music. Ewwwwwww.  I kid. But not really.   : )
Radio Advertising

Ben & Patty

So, anyway, if you’re wondering whether people still listen, the answer is Yes. And they will for a very long time. As long as radio station owners adapt and invest and understand that a LIVE and LOCAL, entertaining DJ is a powerful thing (like mine at Townsquare Media do!), then Local Radio will continue to keep its listeners.

Sorry that I didn’t add pics of all of our live and local radio talent. But you can find them and other station info HERE.

Have a great day!

Duane Christensen

Results Radio Townsquare Media – Sioux Falls

http://duanechristensen.townsquareinteractive.com/

Blech! Advertising is So Confusing!

Advertising is Confusing

Image courtesy of “Stuart Miles” / FreeDigitalPhotos.net

Advertising is Confusing!

What if you decided to finally do it right…and make an impact with your local advertising efforts?

What would you do? Where would you start?

If you look online, you have a ton of choices. Choices that provide no help in “un-confusing” you. Yuck! How could you ever get a feel for one of those advertising companies? You really couldn’t from their online presence. Their websites seem to be full of fluff and “creativity”. I never see any real proof from them that they know how to make local advertising work.

Now, if you stumble across my blog, you may be able to look at a few posts I’ve written…and make an informed decision. You could even listen to some of my sample radio spots. You would either think I’m a crackpot, or you’d be given enough confidence to contact me. But you’d have more than enough information to make that decision. Now let’s get started un-confusing you regarding your advertising.

Radio advertising works…

But first it depends on whether you’re committed to a genuine marketing effort. If you’re looking for the magic potion of advertising results, keep looking. And good luck. If you’re interested in finally figuring out what works and WHY it works, I think you’re in the right spot.

I recently met with a fairly new radio client. There were 3 people from the company ready to answer my questions. I was digging for some new info for future radio ads. One question I asked was, “Is there anything you DO that surprises your customers?” They gave me some great information. Then, we talked for a few more minutes…and the store manager said, “Sorry to go back to that ‘what surprises our customers’ question, but I just thought of something else.” I told him that we could spend the whole meeting on that topic because in your radio ads we need to surprise the listening audience. We need to tell them things they don’t expect to hear. Because otherwise, they’ll tune out. Don’t use advertising to tell people things they already know, surprise them. That’s what will make your radio work better. I heard a few of  them say out loud, “That makes sense.”

THAT was something they had never heard before. In the past, they had been puked on with words, phrases, and industry jargon like, Top of Mind, Branding, Awareness, Demographics, Reach, Targeting, Cost per Thousand, Cume, Dayparts, Circulation, Impressions, etc. etc. Nobody had ever told them that what you actually SAY in your advertising matters. Nobody had ever told them about what kinds of things their “target” might want to hear. Nobody had ever told them that it wasn’t about THEM…it was about how they can surprise, delight, and help someone else – their future customer.

Everyone walked away from the meeting feeling extra confident that we were on the right track. That their ad dollars were being invested wisely.

The only reason advertising might be confusing to you is because nobody has ever really explained it right (or maybe most ad people don’t know).

I don’t sell my clients; I lead them to discover the truth in advertising. I want you to understand what we’re going to do and why it’s going to work before you ever invest a dime.

Give me a shout and let’s talk. Afterwards, advertising won’t be so confusing for you.

Have a great day!

Duane Christensen

Marketing guy for: Results Radio Townsquare Media in Sioux Falls

605-940-7984

duane.christensen@results-radio.com

Is Buying Radio Advertising Like Buying A Car?

Flat tire of old car image courtesy of "Toa 55" / FreeDigitalPhotos.net

Flat tire of old car image courtesy of “Toa 55” / FreeDigitalPhotos.net

When you buy a car…you don’t ever have a question whether it will work or not. And if you have doubts, you can test drive it. But I still think most people take more time in buying a vehicle than buying radio advertising. And with still much of the radio advertising I hear…there’s no way those ads are working. But you still buy radio ads without a glimmer of hope? And this isn’t just RADIO advertising, it’s ALL local advertising. A lot of the local, small business advertising is pretty nasty.

If you needed a good vehicle to get you from point A to B…you wouldn’t buy one that didn’t have an engine in it, would you? Then, why buy advertising that doesn’t have an “engine”?

Have you purchased so much local advertising that hasn’t worked, you’ve completely given up hope of finding some that does? You don’t have to keep throwing money at the next shiny, new advertising or marketing gimmick, praying that something sticks. I know I’ve written this hundreds of times – it’s not WHERE you advertise, it’s what MESSAGE you’re spreading within your advertising.

Don’t spend another penny until you’ve nailed down what kinds of things you can say in your advertising that people actually care about and will pay attention to.

Think of how fast everything online is changing. Think of all the social media things you could be doing. Should you DO all of them? Nooooo!!!! Pick a couple, and do those WELL. Don’t move on to the next “big thing” just because it’s new. You never figured out how to do the last thing right, why switch tracks and start the process over again? I’ve seen it in radio advertising too. Someone switches radio stations all of the time because they believe THAT is what will bring results – a better audience. They’re all people. You just haven’t found anything worth a darn to say to all the people. (let’s figure that out)

There’s a formula in advertising that works. But if you don’t put the lion’s share of your effort into your advertising strategy and message, that formula dies.

Wouldn’t it be awful if buying a car was like buying advertising? You wouldn’t ever be sure if it could even drive off the lot, let alone get you home. I’ll make it easier on you. I’ll help you be confident in a plan before you’re ever asked to write a check. I don’t study how to sell something one time. I study how to make your advertising work – and keep working. And working. And working.

After you and I talk, I feel that you’ll take a big breath of relief. “Ahhhhh.” And then say, “Finally. I think we’re on to something.” (instead of having to look up to the heavens asking for your advertising to work this time).

Thanks for reading. Have a great day!

Duane Christensen

Results Radio Townsquare Media – Sioux Falls

605-940-7984

My Sioux Falls Radio Advertising blog

https://siouxfallsradioadvertising.com/

 

Small Business Advertising: Horsepower & Flavor

What if you decided to give $20 to the first 100 people who called a special phone number? No strings attached. You call…you get twenty bucks.

  • So, would an online ad work to advertise this cash giveaway? Absolutely.
  • Would newspaper work? Yup.
  • Would Radio work. You bet it would.
  • TV, Billboard, or Facebook ads? Dang right it would.

All advertising mediums give you access to an “audience”. You get access to PEOPLE. When you buy advertising space or spots, you are renting an audience. Some ad mediums just have bigger audiences than others. It’s part of the reason why one might cost more than the other.

Image courtesy of "M - pics" / FreeDigitalPhotos.net

Image courtesy of “M – pics” / FreeDigitalPhotos.net

So, doesn’t that help you realize that all advertising mediums can work? All you’re trying to do is reach people with a persuasive message.

Think of it this way…

The Porsche 911 Turbo – everything about it drips performance, class, and testosterone. But what if the legendary Porsche engine is replaced with something you would find in an old Yugo? Performance just went down the toilet. It’s the same with your advertisements. The MESSAGE IS THE ENGINE. The message is what drives your advertising success. Without a message that has “beefyness” to it…you might as well save your money.

But before you just pick an ad medium to get your message across, you need to understand that each have different ways to be most effectively used. Some allow you to use a lot of words. Others are for short, direct messages where the point you’re trying to make doesn’t need a lot of explaining. Radio and TV can tap into emotions and make a huge impact when used properly. Personally, I like Radio most of the time versus TV for small businesses. It’s easier to produce an ad. And cheaper. Plus, you can make people visualize whatever you want in a Radio ad.

The greatest branding gets us emotionally involved. Print and Internet advertising can make things happen pretty fast when you use a picture of a product, a punchy headline addressing a problem, a possible solution, and a sweet bonus offer at the end. They each have strengths and weaknesses and

Image courtesy of "lemonade" / FreeDigitalPhotos.net

Image courtesy of “lemonade” / FreeDigitalPhotos.net

have different rules to be followed regarding placement, the number of ads you buy, and the length of time you run those ads.

Just remember that the message is what drives advertising success. Give your message some FLAVOR! Are you going to serve up some high school cafeteria turkey loaf? Or would you rather give them a piece of Mom’s blueberry pie that causes them to sit back, shut their eyes, and roll them back into their head? If you want above average advertising results, you have to advertise with horsepower and flavor.

Duane Christensen

Results Radio Townsquare Media (marketing rep)

http://duanechristensen.townsquareinteractive.com/

Patience and Diligence When Starting Your Radio Advertising

  • What should your radio ads sound like?
  • What kind of style?
  • Who should voice them?
  • Should you use humor or no humor?
  • Emotion or intellect?

These are all good questions. And they are questions that won’t get answered all at once. The more I talk to you, the more the answers will surface. Or sometimes smack me in the face. It’s amazing how many times I’m talking to a Sioux Falls business owner, and I’m asking questions left and right and listening, wondering where the “gold” for the radio ads will come from. And then… from out of left field, they’ll say something that dang near makes me fall out of my chair. They’ll say something that could possibly be the shiny nugget to make it all work. Almost as if it was sent down from the heavens (and they don’t even know they said anything important).

And then, another and another, and pretty soon I have 3 to 5 pages of scribbly notes with circles and underlines and capitals and exclamation points.

sioux falls advertising

Image courtesy of “digitalart” / FreeDigitalPhotos.net

It doesn’t always happen in the first meeting. Usually not. But this is what you need to expect when you’re calling someone for local advertising help. You should expect it…you just won’t usually get it. So, LOOK OUT… Most will sell you an ad package and then give a few notes to a production person back at their office. They’ll say, “Make an ad out of this. It starts tomorrow.” Can you see where your results may be non-existent from this method?

I won’t start a radio advertising campaign for you if I’m not completely confident it will “move the needle” for you. If it takes a month to get it right, that’s better than pulling the trigger prematurely and wasting your money, wouldn’t you agree?

If you’re a local Sioux Falls area business person who would love to stop “shootin’ from the hip” with your ad budget…and finally start making more from what you’re investing…then we need to talk. Are you just a teensy weensy bit competitive? It really helps. It’s almost required. If you’d like to grow your sales, an intelligent and creative advertising campaign would most likely make you a much happier human being. I’d like to help make that happen.

How much can you grow? How fast? What will it take? All good questions that I’d love to help you answer. Radio advertising isn’t a one size fits all sort of thing. If you’re sold a package by someone else and then put on “auto-pilot” …don’t expect too much for “results”.

What do I do for my clients who are on the radio right now? What would I do for YOU once you’ve started with an exciting new radio plan? I always have my radar up for the next great ad idea that can move someone a lot closer to doing business with you. We change the ads up about once a month depending on how heavy your ads are scheduled. There’s a limit to the number of weeks an ad can run before it gets “played out”. So, we keep it fresh – it’s in your best interest.

Thanks for reading. Have a great day!

Duane Christensen

605-940-7984

Results Radio Townsquare Media – Sioux Falls

Sioux Falls Radio Advertising blog

https://siouxfallsradioadvertising.com/

Your Customers Don’t Care About You

An excerpt from my book, “Take a Bigger Slice – Local Advertising: You’re Doing It Wrong”

People don’t care about you or your business. They care about their own well-being long before yours. They care about how your product or service can HELP them.

You might say, “I have customers who are LOYAL to me!” But dogs are loyal too, until you start abusing them.

Image courtesy of "Felixco, Inc." / FreeDigitalPhotos.net

Image courtesy of “Felixco, Inc.” / FreeDigitalPhotos.net

It’s really not loyalty; you just have customers who are currently happy with you. CURRENTLY. As soon as your service or product starts lacking, they’ll find somewhere else to go. Or as soon as they find a company who treats them better or gives them more value (or perceived value), they’ll switch. Your customers only care about solving a problem THEY have, or improving the quality of THEIR life. But you always have to make them feel like they received a good value – that their money was well spent.

Your marketing and advertising success depends upon loving your customers.

Duane Christensen

Results Radio Townsquare Media

Sioux Falls, SD

http://duanechristensen.townsquareinteractive.com/

Example of Wasted Advertising Effort

I saw a company’s vehicle the other day with their advertising slogan on the door. It said:

“Here for you…as life happens.”

Did that just blow you away, or what?!

Image courtesy of "scottchan" / FreeDigitalPhotos.net

Image courtesy of “scottchan” / FreeDigitalPhotos.net

And this business is BIG in my town. They probably have millions for an advertising budget. So, someone came up with that slogan (maybe an advertising agency, maybe a family member of the CEO – I’m not sure) and a committee probably said, “Yes! That’s exactly who we are and what we do!”

No, they didn’t say that. They probably thought to themselves, “We ARE here for you. So, it’s perfect. And life DOES happen, so it fits. This is great marketing! People will love it!”

This slogan is so vague and all-inclusive and un-something…I could make that my own slogan for my family. When my wife has a problem, I should just say, “Honey…I’m here for you, as life happens.”

Ok. I’m done being critical of the slogan. I just wanted to share an example of a completely wasted advertising effort. Your slogan should communicate something that is specific to you. It should be able to stand on its own…where the reader will know exactly what you do and what you stand for.

Please do not copy this slogan. There are probably tens of thousands of companies with something very similar. If you want to stand out with your advertising and get noticed and be remembered…stay very far away from advertising slogans of this nature.

Have a great day!

Duane Christensen

Results Radio Townsquare Media

Sioux Falls

http://duanechristensen.townsquareinteractive.com/

How Radio Advertising Rocks the House for Local Businesses

There are many hard-working, local businesses sprinkling their ad budget around many different local advertising mediums. My prediction is that those advertisers are frustrated to the point of kicking every advertising sales rep out the door who walks in.  And they’re confused. Everyone seems to tell them a different load of bull about advertising. They’re confused about how to make their advertising do what they want it to do.

Radio Advertising

Photo courtesy of “digitalart” / FreeDigitalPhotos.net

Radio advertising is one of the most difficult forms of advertising to write…effectively.  But once a business hires a radio ad writer who knows how to make it work, good things follow, and it doesn’t seem that hard at all.  A good ad writer will make it look easy.  Radio can draw crowds for sales and special events.  But the true strength of radio lies in long-term consistent branding.  Branding a local business is really no different from branding a billion dollar company.  You want as many people as possible to think of you first when they need your product or service.

Radio reaches people.  Period. It reaches consumers – people with wallets that would like to spend their money.  And the affordable repetition that you can get with radio is an essential ingredient in branding your local business into the minds of the public.

But THE most important element for making radio work its absolute best…is in the message.  What you SAY is what matters most.  Give me the cheapest radio spot rates, along with a crappy radio ad, and you’re still wasting money.  To all those cheap rate seekers out there, you’re overlooking the most vital part of an ad campaign.  You need to have a high-caliber message in order to make it work.  That’s what should be researched, sweated over, and pounded out before you decide to spend any money on your advertising.

What kind of message works?  There are all kinds…

Some like to be creative and funny.  But beware of being overly creative and forgetting to include the selling part of the ad.  Like legendary ad man David Ogilvy said… “It’s not creative, if it doesn’t sell.” You know, the kind of commercials that spends 23 seconds setting up the joke and the last 7 seconds poorly selling the product.

I find that stories work really well.  Or even a short mini-story within a radio ad. Any story that helps draw more attention to how your product or service helps your customer…is a good story.  Any story that helps the listener “connect” with the owners/employees is a good story.  People love to do business with people they know (or feel they know).  People love to do business with people they trust (or feel they trust).  A story that helps the listener connect emotionally with the product, service, owner, employees, etc. is a good story.

When telling stories about the owner of a local business, not just ANY story will do.  It’s got to have an “engagement factor” included.  You can’t just tell any dumb story about a business owner and think that the public with give a hoot.  It’s best to be completely candid and truthful with your listener and portray that YOU, the mighty and powerful business owner, are human too.  Don’t ever try to trick a listener into becoming your customer…seduce them with care and frankness, and make it possible for them to trust you and get to know you better.

The bottom line is that radio works great for those local businesses that want the public to remember THEM first and not their competitors.  Or if the industry is saturated with competition…radio can at least put you on the short list as an option…rather than not being an option at all.

Radio works great for business owners who truly want to grow and are competitive by nature.  You’re either growing or shrinking – if you don’t want to beat your competitor and gain market share – radio might not be for you.  If you don’t have a budget for growth or at least for maintaining market share – radio might not be for you.

Don’t “spray and pray” with your ad budget. Find out what works (like radio), find someone who understands that the message is the most important ingredient in a successful ad campaign, and focus your ad dollars there.  You’ll know if it’s working by setting goals for your business and seeing if you’re on pace to reach those goals by checking them at 6, 9, and 12 months the first year.

One last note… some say radio advertising doesn’t work. But I have a nice handful of customers who can prove the naysayers wrong. When it’s done right…when you have the right people on your “radio team”… it’s one of the best weapons you have if you’re a small to medium-size local business trying to grow and get an edge up in your market.

Have a great day!

Duane Christensen

Sioux Falls Radio Advertising blog

And to learn more about seducing new customers with your advertising you can get the Kindle edition of my book here, Take A Bigger Slice.

I work for Results Radio / Townsquare Media in Sioux Falls. I write ads and help my clients attract new, profitable customers. I started as a wide-eyed radio rookie in 1998 and love helping good businesses grow and attract new faces.

Radio Salepeople Who Write Radio Ads Too!

I recently read a radio article that talked about getting the best “deal” when you buy radio. It was full of a lot of radio jargon that probably didn’t make much sense to their targeted audience – business owners.

But the most interesting part were the comments below. Most of them were radio salespeople and people who write ads for a living. The radio salespeople were throwing in their 2 cents about how great radio is…and the writers were schlepping their own businesses by saying, if you need a radio spot go to their website.

Photo courtesy of "Salvatore Vuono" / FreeDigitalPhotos.net

Photo courtesy of “Salvatore Vuono” / FreeDigitalPhotos.net

One comment from an ad writer said not to have the radio station write your radio ads because they don’t know what they’re doing. I agree. Except my company is an exception – I’ll tell you why soon.

Another comment said that good radio ad production costs between $1500 to $3000 – just to get one ad written and produced! Yowza! (I’ve heard those ads – most still aren’t any good – or could be much better)

My company, Results Radio / Townsquare Media in Sioux Falls, doesn’t charge you anything to have ads written and produced. But the part you may be interested in…is that the training for all of us “ad salespeople” here is probably among the best that you’ll find in the country.

As a salesperson, I need to sell radio airtime to make a living. But as a smart radio salesperson, I would prefer that the ads my clients buy from me actually WORK. That’s why we/I are constantly learning and training to write better radio ads.

Although most radio stations do not agree with this philosophy…I believe it’s the best way to ensure a radio station’s success and our clients’ success. Is it EASY to learn how to write good radio? Or to learn about great marketing in general? No, it’s not. Not at first. But now, it’s second-nature to me. To me, it’s not worth doing…if I’m not going to do it right.

It’s my passion. That’s why when I see bad advertising, I cringe and wish that it was ME who could be the “marketing guy” for that particular company with the bad advertising. And my wife is with me many times when I explain to her what is wrong with the advertisement and why it won’t work…and how it could be better. There are tons of these examples on billboards as we drive along.

Now, back to the point of that article – getting a good “deal” when you buy radio advertising. Does it really matter if you get the best deal in the world if you’re buying a radio advertising plan that won’t work? It’s still expensive… no matter how cheap your radio spots are.

So…here’s what you get from us here at Results Radio:

  • Marketing ideas and strategies to help you stand out from your competition and help you grab a bigger slice of the market.
  • Ad plans to reach the masses and help you attract the people you’re looking for.
  • Radio ads that will be heard. Radio ads that don’t sound so much like ads.
  • A marketing person who is fighting for you month-in and month-out (not just an order taker who you only talk to once every quarter or once a year when they want you to renew your advertising contract).

Of course, I want you to choose me when you’re interested in making a dent in your market. When you want to grow. When you want to attract a new, consistent flow of new customers. But it’s not just me. It’s my radio group’s culture. Help our clients first…and our own success will follow.

Do I agree that you won’t find the help you need from most radio salespeople regarding the content and the message of your radio ads? Yes. But our group is an exception. I’m an exception. And we don’t charge you anything extra for our expertise in local marketing strategies and tactics.

Now, I’ll probably get a couple nasty emails from a couple of ad production directors who believe they do good work. And they might. But if they’re handling the ads and strategies for EVERY SINGLE ADVERTISER on their stations – how much attention do you think those advertisers are getting. I’m just sayin’.

We are radio salespeople who have learned how to write good radio. We ask our clients questions. We research. We dig to find the right way to help our clients stand apart from the crowd and get noticed. We stay in touch and ask what’s going on in the trenches.

I invite you to give me a call to discuss local advertising. But don’t forget to talk to a few other advertising people throughout Sioux Falls too. Then, you be the judge as to who might be able to help you the most. And who you might enjoy working with more.

My radio customers are dear to me. Their success is what I think about every week. If my radio campaigns fail to work like I thought they would, I lose sleep over that. And back in 2004 and 2005, and 2006, I did lose some sleep. But not today. When, I put a plan in place and when a radio strategy hits the airwaves…I’m confident in that plan.

There are thousands of options for you out there. Just make sure you keep in mind that advertising only works when the message is right. And “the message” is what at least 90% of my education has focused upon.

Has this been a shameless plug for my radio group, Results Radio / Townsquare Media – Sioux Falls? Maybe. But I also feel that not enough people know how committed we are to our clients’ successes. And that the radio industry might want to take note of what we’re doing here.

Have a great day! If you have any questions or comments, I’d love to hear them. Thanks!

Duane Christensen

Sioux Falls Radio Advertising blog

Results Radio / Townsquare Media Sioux Falls

For the Kindle edition of my book – click here Take A Bigger Slice

Charley’s Grilled Subs – A Lesson in Customer Service

Charleys subCharley’s Grilled Subs is a favorite of mine. They’re in the mall. But I don’t shop in the mall. Charley’s is a destination for me. It’s good enough for me to make a special trip to the mall…just to grab one of Charley’s awesome grilled subs. They have enough selection to keep me curious and trying something new every time. I usually grab a buddy from work and we head over to Charley’s.

Let me be clear. A sandwich…is my favorite food. And Charley’s never disappoints. Of course it’s not an average sandwich. It’s a grilled sub where they sear and fry everything on the grill right in front of you.

And what about USDA Choice steak that you can’t even find in the grocery store? Or the courageous practice that if your fries sit longer than 90 seconds, they go in the trash? 90 seconds! Now, that’s fresh!

I’m not going to talk about their food though. It’s good. It’s great! I highly recommend you try it. Ok, I’m done talking about the food.

I notice their customer service. But let’s not think of it as “customer service”… but maybe “customer delightedness”.

Their employees always always always appear to be happy and having a good time. In my opinion…that rubs off on customers. Of course, you’ve been to other eateries where “the help” seems to have just gotten out of bed. Or they have a chip on their shoulder something fierce, and you wonder if they spit in everyone’s food. But not at Charley’s.

I talked to the owners of Charley’s recently. Nice, hardworking, and grateful people.

What’s their secret? I don’t think they have one – they just run a business like more people should.

They KNOW that their employees are part of their marketing. They come up with employee contests. They ask for input and feedback. They ask for ideas. They share their sales numbers and get them to WANT to beat yesterday’s numbers or last week’s numbers. Charley’s employees feel they’re part of the team…not just an hourly worker bee.

And it SHOWS! And it works! Charley’s always seems to be busy when I’m there. Of course, you’d expect they would get a bunch of mall traffic. And they do. But just “being in the mall” doesn’t guarantee success. I’ve seen many eateries come and go in the mall. And the ones that have to close up shop usually had a “customer delightedness” problem. Or the owners tried to manage from afar. And that doesn’t work.

And what about their marketing? Of course, I could help them do some really awesome radio…but that isn’t always the best thing for a restaurant with tight profit margins. Especially for a place like Charley’s who is still fairly new. The owners of Charley’s here in Sioux Falls at the Empire Mall aren’t afraid to go out and “get” business. They’ll hand a coupon to anyone, anywhere – with a smile and a handshake.

I’m not a fan of coupons in newspapers and online because then you start training people to look for your coupon. Coupons are to help entice someone NEW to try you out. Then…you can dazzle them. And Charley’s does just that! The owners and management make sure they have a pocket full of coupons wherever they go. They get out and meet new people. They say something like, “Hey, when your head is on a swivel in the food court at the mall…wondering where you should eat…give us a try!”

You get a great meal…at a fair price…and happy employees “whistling while they work”. It beats the tar out of most places we visit these days, right?

I think if they continue to empower their employees and make sure they understand how much impact their smiles and attitude affect their customers…they’ll keep growing and continue to be a success!

Congrats, Charley’s Grilled Subs! You’re doing it right! Thank you!

Have a delicious day!

Duane Christensen

Sioux Falls Radio Advertising blog

I work for Results Radio / Townsquare Media in Sioux Falls. I even have a local advertising book that was published July 2012. The e-book is available on Amazon. Click here if you’d like to take a look at “Take A Bigger Slice”.