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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.

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.
“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. : )

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

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

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/