Tag Archives: advertise

To Advertise or Not to Advertise – That is the Question

I’m hoping Mr. Shakespeare does not mind us stealing one of his famous lines and putting our twist on it, however, the question is real. This is exactly what many business owners are asking themselves…Should I advertise, or shouldn’t I?

As frightened as business owners were when the whole COVID-19 crisis started, in some ways, they are equally scared and confused now. In addition to the question, “Should I or shouldn’t I?”, they are most likely following it up with, “If I do, when do I start and what do I say?”

We all have opinions on when and how people will react and what it’s going to look like as we begin to reopen. The truth is, no one really knows, and we will not know until we get there.  Being prepared and ready to pull the trigger when the time is right is key. If they snooze – they will certainly lose!

As we speak, the debate is ongoing as to what to say. Some say, stick with your “pre- COVID-19” message, others claim a message with a Coronavirus theme of thanks and gratitude will get a better response. Either will work, but only if they air it!

Where you say it is not as important. However, we strongly suggest they stick to the same stations/mediums as they were using before. Regardless of the message, the audience will be familiar with them.

The key to selling advertising as we creep back to “normal” is this… have an IDEA! An idea for your clients and prospects will make it easier for them to say YES! You must have an idea, or help them create an idea so when it comes time to answer the proclamation of, “To Advertise or Not to Advertise”, they answer, “Let’s Advertise!”

Stay Safe – Stay Healthy – Stay Strong!

GREAT Ads Start With…

Nobody, and I mean nobody, listens to your stations for the ads.  The trick is, making people “HEAR” the ads!  Unless your listeners hear the ads and have an emotional connection, (sometimes logical), the ads won’t work, period!

So, how do you win in advertising?  It starts with having a strategy….“What does the business want to be known FOR”?  Then, you write stories, interesting, funny, unique stories, that speak to the strategy!

Why are GEICO, Farmers Insurance, and Progressive ads remembered so well?  Two reasons mainly, they have great strategies and they tell stories.

Each company has their own strategy that appeals to different people with a different set of wants and needs.  You can’t be everything to everyone!  GEICO is low prices, “15 minutes could save you 15% or more”.  They never talk about how good their insurance plans are.  Farmers’ strategy is that they pay your claims, even the crazy ones, “We know a thing or two because we’ve seen a thing or two”.  And how could we forget about Progressive?  Flo and friends are cute, funny and unique.  Their slogan(s) can be somewhat hard to remember as they change from time to time, “Name your own price” or “Think Easier – Think Progressive”, but their strategy remains steadfast.  You can name your own price, and they are the place to package all your insurance together.

Are you talking strategy to your clients?  Are you telling them the truth?  And the truth is, bad ads don’t work very well, even on the best radio stations. But GREAT stories can turn little known companies like the Government Employee Insurance Company into a GIANT, like the itty-bitty, teeny-weeny Gecko called GEICO!

Start with strategy, find out what your client’s business strategy is.  If they don’t have one, help them create one.  Then write stories that speak to the strategy and you will have success. The better the strategy, the better the story… the better the RESULTS!

Everyone LOVES a good story!

If you’re interested in learning or training your team on how to write better ads THAT WORK, let’s talk.  We have a workshop designed specifically for this.

“I know a thing or two about writing ads because I’ve seen a thing or two.”

Practice What We Preach

Every day we ask our clients to promote and market themselves. Are you marketing yourselves? The most successful stations we work with are visible everywhere in their communities, in pursuit of audience. But I’m convinced their high visibility does even more for their revenues than it does for their ratings!

Prospects who don’t listen to your station can get the impression that everyone else in town does listen to you when your vehicles, banners, sponsorships and staff are seen at every community event they attend.

With all of your competitors claiming to be “number one”, most business decision-makers don’t believe ratings.  On the other hand, they do believe their own eyes and have confidence in your popularity when they perceive they see you everywhere.

Retailers claim the key to success is location, location, location. Are your station vehicles tucked away overnight in an employee’s driveway or hidden behind your station, or do you have a plan to keep them out, moving and visible?

Do your personalities pull a shift then hide in their cocoons the rest of the day, or are they out and about, clearly identifying themselves as your stars with their attire and vehicles?

By the way, radio advertising works too! The easiest person to sell is someone who listens to your station….you don’t have to convince them someone listens, they know firsthand. Do you run creative, relevant, thought-provoking commercials to attract new advertisers?

Our business is no different than our clients’ businesses. Advertising is the first link in a marketing program, but advertising only “attracts” audience and sponsors. It’s what comes over your speakers and what we do to create value for our advertisers AFTER the sale that will determine your long-term success.

Our radio e-marketing system, called SoundADvice, can help brand and advertise your reps and stations by providing useful marketing tips to your clients and prospects each week. It can be the most cost-effective advertising you can buy. Contact Rick to learn more.