Suppose you invested in a radio advertising campaign in Portland, Mane and you later found out that your commercial could only be heard on clock radios but not on counter-top radios in kitchens. Or that your commercial could only be heard by people in Buicks and Toyotas but not by people in Fords or Nissans. If that were the case, you would probably call your radio station account executive and insist on a refund. When a Maine small business buys commercials on a radio station, they should be heard by every listener.Read More
Radio Results Blog
In-Car Listening Remains Awesome Marketing Opportunity For Maine Small Business
On July 24, 1925 WCSH, Portland, Maine's very first radio station, began broadcasting from its studio in the Congress Square Hotel. Just five years later, brothers Paul and Joseph Galvin, owners of the Galvin Manufacturing Corporation, introduced the first, commercially available car radio. The unit sold for about $120 (about $1700 in 2014 dollars). The radio was called the Motorola 5T71 (yes, it was the first Motorola). Mainers could then listen to WCSH in their sleek new Packards, Nashs, Studabakers and Pontiacs. Despite the disappearance of those automobile nameplates, Radio Remains King of The Road, according to a recent article in the Wall Street Journal.
According to the Journal, despite the proliferation of digital audio platforms, radio still rules the dashboard. The article quotes findings from Edison Research that indicates 86% of consumers choose to use radio while driving. No other medium comes close.
Americans spend almost 2 hours and 40 minutes per day in their cars. Since AM/FM radio is the preferred in-car medium, according to a study by Arbitron (now Nielsen Audio), Maine small business can seize this marketing opportunity to reach this captive audience.
Besides dominating the dashboard, radio also dominates at work listening. Read more:Radio Dominates The Office and The Dashboard
Meet 10 Maine Small Business Owners Who Successfully Use RadioRead More
Edgar Rice Burroughs wrote in one of his Tarzan books, “We are, all of us, creatures of habit." I am no exception. Every weekday morning at around 7:33am, with my radio blasting, I pull my car into the exact same space in front of the Starbucks in South Portland, Maine. I invariably always see the same cars parked next to me. So much so that I know their license plates by heart (I'm talking to you CDM 9126). When I go inside, I see the same people sitting at the same tables...only the headlines of their newspaper have changed from the day before. I walk up to the same barista who asks, "Your usual?" She doesn't really wait for my response before she rings it into the cash register and scrapes up the $5.13 that I already had waiting on the counter.
The "Happy Song: was composed and performed by Pharrell Williams. It seems to be oozing out of the pores of pop culture. The song began its trek into the public's collective consciousness in 2013 on the soundtrack of Despicable Me 2 and reached the number one slot on the Billboard charts on March 8th of this year having sold more than 5.6 million copies. You hear the song almost everywhere. But there is probably one place you'll never hear it: in radio commercials advertising Maine small businesses. But it's not from the lack of trying.
Radio Format Guide For Maine Small Business
Nobody In Portland, Maine Does Not Listen To the Radio
Maine small business owners and advertisers of all sizes take note: "Nobody listens to radio!" So says Merlin Aylesworth, President of NBC. According to Aylesworth, "Within three years [radio] will be wiped out." This view is supported by Bernard Smith of Harper's Magazine who said, "[Radio] may, for a brief period of time, maintain a marginal existence before being finally relegated to the storeroom."
Radio Reaches Maine's Largest Group of Consumers
Millennials are now the largest consumer market in America. Eighty million people who were born between 1980 and 1996 and came of age at the turn of the millennium. This is the generation that cannot remember a time without personal computers, mobile phones, iPods, email, text messaging, and iTunes. But guess what? Despite this cornucopia of technological marvels, millennials still tune-into traditional AM/FM radio in the same numbers at levels on par with Generation X, Generation Y, and Baby Boomers.
Maine Small Business Needs To Do The Unexpected To Stand Out
In a recent episode of the TV series Fargo on FX, the bad guy, played by Billy Bob Thornton asks the good guy, played by Colin Hanks, "Why can the human eye see more shades of green than any other color?" Not only did the answer save the lives of the show's heroes, it also provides great insight for Maine small business owners on how to create engaging and compelling radio commercials.
Portland Radio Advertisers Find Inspiration From Down Under
The 20th century abstract artist Darby Barnnard once said, "Originality is way overrated. To make, you need to take. All great artists do." This quote, not surprisingly, seems to be borrowed from Pablo Picasso who also said, "Good artists copy, great artists steal." Movie director Jim Jarmsuch said it best, "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.”