WMEA-FM can be found at 90.1 on the Portland radio dial. Each week in southern Maine, 74,200 adults listen to this public radio station. It is possible for Maine small business owners to advertise to this audience, but they must be willing to adhere to very strict rules, which will be discussed in a moment.Read More
Radio Results Blog
Do you know Nigel Travis? Probably not. But if you live in Maine, you probably heard his commercials on Portland radio this morning. And no matter where you are in New England, you are probably no more than a mile from one of his stores. Nigel Travis's first job was as disc jockey when he was 18. He is now the CEO of Dunkin' Brands, parent company of Dunkin' Donuts. You don't jump from spinning stacks-of-wax to making $4.2 million dollars a year overseeing the world's #2 coffee chain unless you are a smart guy. A very smart guy.
Dunkin' Donuts is on Portland Radio 52 weeks a year. And smart guys like Nigel Travis don't invest grand sums of money in radio advertising unless they are convinced there is a large return on investment. Have you seen the lines at the drive-thru? Clearly, Dunkin' runs on radio. Mr. Travis's ongoing confidence in radio is validated by a recent study.Read More
More than 23 million people listened to last weekend's Super Bowl* on the radio. The New England Patriots fans who listened to the game on Portland radio station WJJB (The Big Jab) were treated to commercials that rivaled those on television. The Westwood One radio network, who syndicated the big game, took a poll of listeners to determine which commercials were best. Here are the top 5 radio commercials that were broadcast during Super Bowl XLIX.Read More
According to The Small Business Guide for Effective Radio Advertising, for a commercial to succeed on Portland radio, it must be based on a sound marketing objective. Too often an advertiser thinks the goal of a commercial should be "awareness" or "exposure." But awareness and exposure do not result in bulging cash registers. The Small Business Guide goes on to explain that there are only two distinct types of marketing objectives to choose from and each type requires a different strategy to achieve success. This article will deal with the first type of objective: branding.
Branding objectives are used when you want your target consumer to believe something about your product or service. An example of a branding objective could be: Get working mothers to believe that my daycare service is the safest place in town to entrust their children.Read More
Last week, 704,800 adults in southern Maine listened to a Portland radio station, according to research from Nielsen. That's 90% of all consumers. This research indicates that despite the onslaught of new audio media over the past 10 years, radio still dominates consumers' ears. Information shared by Morgan Stanley this month confirms radio's preeminence.Read More
Historian and academic Steuart Henderson Britt once opined, "Doing business without advertising is like winking at a girl in the dark. You know what you are doing, but nobody else does." Here is an epic account of how a state agency in Maine with an awesome product to sell, stopped winking in the dark and used Portland radio to successfully market hundreds of Guide books to Maine residents and tourists.Read More
There's free speech and then there's expensive speech. The first amendment of our constitution prohibits Congress from "abridging the freedom of speech." On the other, in 1946 Congress passed the Lanham Act which provided for the first federal system of registering and protecting trademarks. The power to do so is granted by Article I, Section 8 of the US Constitution, also known as the commerce clause. As a result, Maine small businesses cannot utilize trademarked words, phrases, or images in their radio advertising without permission of the trademark's owner.Read More
Sometimes it's hard being a small business owner in Maine having to come up with original ideas for commercials to use on Portland radio stations. But according to the 20th century abstract artist Darby Barnnard, "Originality is way overrated. To make, you need to take. All great artists do."
Barnard's quote, not surprisingly, seems to be expropriated from Pablo Picasso who said, "Good artists copy, great artists steal." Movie director Jim Jarmsuch said it even better, "Nothing is original. Steal from anywhere that resonates with inspiration or fuels your imagination. Devour old films, new films, music, books, paintings, photographs, poems, dreams, random conversations, architecture, bridges, street signs, trees, clouds, bodies of water, light and shadows. Select only things to steal from that speak directly to your soul. If you do this, your work (and theft) will be authentic. Authenticity is invaluable; originality is nonexistent.”
Clearly, the greats have no problem helping themselves to the work of others. So why should Maine small business owners fret and sweat over creating an original commercial when there are millions of great works to borrow from.Read More
There is good news, bad news, and better news for Maine small business. Spoiler alert: the better news is Maine employers are successfully using Portland radio to engage, recruit, and retain their best new employees.
The good news: the U.S. economy added 252,000 new jobs in December. According to the Labor Department, this caps a 12-month stretch of job growth unmatched since 1999, according to the Labor Department.
The bad news: Maine small businesses are having a hard time competing for qualified and skilled employees. In a recent article in Forbes, management consultant Dan Schwabel said, "If you ask any HR executive what their biggest challenges are, the skills gap is typically unanimously noted. I’ve been paying close attention to this trend over the past few years and the gap is actually widening instead of closing. The Bureau of Labor Statistics shows that there were 4.7 million job openings in June and more than half of employers say that they can’t find qualified candidates. This issue will progress until the college curriculum aligns with the current job marketplace. This year, we found that only 2% of companies are recruiting liberal arts majors but schools still offer those degrees. Companies need to start working with colleges so that students get the necessary skills to fill the gap."Read More
2014 was another knockout year in Portland Radio. Despite an expanding array of new media options, radio still commands the attention of Maine's consumers in growing numbers. For this reason, radio continues to produce results for Maine small business owners. We thought you might enjoy the year's 10 most popular articles from Radio Results. If you would like to receive our blog articles when they are published, please click here. Without further ado, here are the top 10 radio articles of 2014:Read More