It’s the week that two more Sioux Falls restaurants are closing. It’s possibly some evidence that they could have used a good radio advertising campaign, eh? I never heard one from either of them. Actually, they needed a good marketing consultant. Someone who could be trusted to give them the honest truth – good or bad. The truth that their customer service or their menus needed a bit of improving. They needed someone to consistently be their 2nd set of eyes. Every business needs that.
First of all, there are about 17 billion restaurants in Sioux Falls, South Dakota. You almost need an act of God to make it last. But I don’t want this blog post to be specifically about restaurants. It’s about those who have a pack of wild dog competitors… all fighting over the same pie.
ANY BUSINESS with ample competition, could benefit greatly from a long-term, consistent radio campaign.
I think of the dentist that I’m working with to eventually get them advertising on the Radio. (There are almost as many dentists as restaurants, I think.) As I was gathering some information and doing my research, I noticed this dentist had about 10 Google reviews. 4 of those reviews were terrible. Like BAD BAD. I brought it up to them. I advised that they fixed whatever issue was going on, and start burying those bad reviews with good reviews before they started their radio advertising. I didn’t want people who heard the radio ads to then find their phone number and location on Google, and have their poor “review star average” sabotage the radio campaign right from the start.
When you have a lot of competition, everything needs to be pumping on all cylinders, otherwise you’ll fall hard and fast. If we had started their radio ads too soon, it would have only brought more eyeballs to their bad reviews, helping them to eventually go out of business.
Let’s pretend you have all your ducks in a row, and are ready to get going with a better marketing plan…
The easy part is to set your budget annually for your radio campaign. Radio’s superpower is unleashed when you schedule your ads 36 to 52 weeks per year. We’re BRANDING here. We want to stamp your business name onto the brains of consumers. When they need what you sell… we want them to think of YOU.
I can make this work for you. Period. If you’ll give me the time to do some digging and get to the bottom of what you do best, how you do it best, and how your best customers feel about you… I can help you make the next year and beyond… better than you’ve ever experienced. Especially, if you’re frustrated with marketing and advertising. There are so many choices out there! And they all try to make you believe that you MUST buy advertising on their medium. It’s not true. You can’t do it all. You can’t afford it. Especially, when most of it doesn’t work.
When you focus your advertising efforts on just a couple of things (instead of dozens), then you give yourself a chance to succeed. When you run a business that sells products or services to the masses… then, mass media is where you should put the big part of your budget. And when Radio reaches 90%+ of people, doesn’t that sound like a great place to start?
I mentioned the easy part was setting your ad budget annually, and starting a 36 to 52-week radio campaign (depending on the competitive landscape). The harder part of your “advertising success equation” is the creation of Ads that actually work. It’s the harder part because it’s the most important part.
Your ads can’t sound like every other ad. Your ads can’t sound like a newspaper ad read into a microphone. There are a bunch of ways to do advertising the wrong way, but only a few ways to do it the RIGHT WAY. Radio is for entertainment. So, your ads need to have an “entertainment factor” included in them. They also need to hit the emotional hot buttons of your potential new customers. If you remember that your ads are NOT ABOUT YOU, but about your customers… that’s one of the most valuable lessons you can learn about marketing.
Whether you’re a restaurant, a plumber, a mattress store, an auto dealer, a roofer, a medical center, etc., you need to talk to the needs of your potential new customer. Make them feel something. Make them feel comfortable with you before they even meet you. Increase their trust in you. Decrease their risk of doing business with you. Make them feel at ease. Cause them to LIKE you. Cause their eyebrows to raise a bit by something you share with them. All you’re trying to do is make friends with new people. And one of the best ways to do that in your radio ads, is to tell them stories, be vulnerable, be transparent, be funny, be honest, and talk to them about the things they care about. Most importantly, be human. Don’t be an annoying salesperson in your ads.
Because when your ads sound like “ads”… people ignore them. They don’t even know they’re doing it. Our brains do it for us. Automatically.
Another way to break down some barriers and increase the “trust factor” is to have someone from your business be the “voice” in your ads. Either the business owner or manager, preferably. Let me explain something first about how our brains interact with “ads”. Your brain filters out things that you don’t need. It scans your environment for relevant items. It tells you to ignore irrelevant ones. And advertising is usually in the irrelevant category. But your advertising can sidestep a brain’s “gatekeeper” by not sounding like typical advertising.
By voicing parts of your own radio ads, it provides a built-in level of trust that will speed up your radio advertising success. Wouldn’t you agree? Who would a consumer potentially trust more? A “radio voiceover person” who has nothing to do with your business and is just reading the script that they were given… or someone from your business?
Are you thinking… who the heck is going to write my radio ads?!
I am. It’s what I’m trained to do here at Results Radio.
We’re constantly learning and training on how to make your advertising work. And the #1 “making it work” factor is the writing of your radio scripts. It’s what I love to do. Once we have the strategy figured out… and the direction you’d like to go… then we grease up the wheels and hit the Start button.
It’s exciting. And then, it’s not. Because you want your advertising to be like a switch you flip On and Off. But remember… you’re branding. Radio’s superpower is getting people to remember you first when they need what you sell. And getting your business name (and what you stand for) stamped onto consumers’ brains… takes some time.
You need to give your radio advertising campaign at least 3 to 6 months for the ball to start rolling a little easier (Depending on the purchase cycle time for your product or service). Not that you won’t get some people acting right away because of the ads that they heard… but the majority of your new customers will come later. Building trust takes time. Making new friends takes some time. You’re planting seeds. And that seed needs a time to mature. And then, once harvest time comes… it gets exciting again.
When you do this right, your competition will know something is happening. You’ll be taking a bigger slice of the pie. Their slice. And that’s good… because you’ll be treating your new customers better than anyone else could. Right? Right. And when that happens, you’ll be on your way to some pretty eye-opening growth. Growth that you’ve been seeking, but couldn’t find. Until you discovered the power of sound in your advertising. The power of good radio.
Results Radio Townsquare Media – Sioux Falls, SD