Maine small business owners have been using Portland radio to successfully market their goods and services for decades.
According to the trade publication Ad Age, radio delivers the best return-on-investment of any medium. More than 20 studies by Nielsen indicate that radio advertising can deliver up to $23 for every dollar invested.
But, sometimes, radio advertising does not work. One of the leading causes of failure occurs when the business owner invests in a campaign without having a concise, well-articulated marketing objective.
According to the Small Business Guide to Effective Radio Advertising, a well-defined marketing objective is the singular guiding force behind a successful radio advertising campaign. The marketing objective is used to determine the right radio stations to use; the times of day to advertise in; how long to advertise for; and what the commercials should say. Investing in a radio campaign without a marketing objective is like being lost in the woods without a compass and a map.
Too often, the reason a business owner is to create "exposure". In and of itself, exposure has never really helped anyone. Just ask The Donner Party or Pee Wee Herman. Saying the name of your business repeatedly on your favorite Portland radio station will, indeed, provide exposure but, sadly, not results.Read More