Radio Results Blog

7 Words Maine Business Owners Should Not Use In Ads On Portland Radio

Posted by Larry Julius on Sun, Oct 22, 2017 @ 09:51 AM

There are 171,476 words in the English language. The typical 60-second commercial on a Portland radio station uses only 170 of them. So, each word a Maine small business owner selects for their ad must be chosen wisely.

Let's put that another way. Say a radio ad on a Portland station costs $100. This means each word of a commercial requires an investment of 59¢.

People with good business sense should expect to profit from every word. I can't speak about the other 171,469 words, but there are 7 words that provide very little return-on-investment...their phone number.

In the pantheon of radio advertising myths, there is a rule-of-thumb that tricks business owners not just to say their phone numbers once in their radio commercial, but three times, consuming 21 precious words and costing $12.39. There is scientific proof why this is a very, very bad investment.

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Tags: Effective Radio Advertising, Portland Maine Radio, Maine Small Business, Portland Radio, maine small business advertising, maine small business marketing, Maine Small Business Recruitment

"Exposure" Is Not Reason Enough For Advertising On Portland Radio

Posted by Larry Julius on Sun, Oct 15, 2017 @ 10:58 AM

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.

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Tags: Portland Maine Radio, Maine Small Business, Portland Radio, maine small business advertising, maine small business marketing, Maine Small Business Owners

Maine Small Business: Using Portland Radio To Drive Website Visits

Posted by Larry Julius on Sat, Oct 07, 2017 @ 11:06 AM

In 1930, The Galvin Manufacturing Company invented the very first car radio. They called their radio the Motorola. Sixteen years later, radios were embedded in 9,000,000 cars. By 1960, the radio had become standard equipment in every dashboard.

Maine small business owners understand that the mobile nature of Portland radio can drive customers into their stores, literally.

These businesses recognize that 45% of consumers listen to AM/FM radio within 30 minutes of making an in-store purchase. This means radio is still the last advertising medium standing between customers and a brick-and-mortar establishment.

But, today, cars are no longer essential for every part the shopping process. To be exact, 96% of consumers depend on the internet for some portion of their buying decisions. So, should Portland radio remain an integral component of a Maine business owners' advertising strategy?

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Tags: Portland Maine Radio, Maine Small Business, Portland Radio, maine small business advertising, maine small business marketing, Maine Small Business Owners

Proof Positive: Ads On Portland Radio Work For Maine Small Business

Posted by Larry Julius on Sun, Oct 01, 2017 @ 12:13 PM

There's an advertising cliche attributed to 19th century department store tycoon John Wanamaker. He supposedly said, "I know that half my advertising works, I just don't which half." If Mr. Wanamaker, in fact, did utter these moth-eaten words, then it was only because he did not have access to the same research we have in the 21st century.

Maine small business owners often wonder, too, if their advertising campaigns on Portland radio delivers substantive results. A deluge of recent research is proof positive it does.

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Tags: Portland Maine Radio, Maine Small Business, Portland Radio, maine small business advertising, maine small business marketing, Maine Small Business Owners

Hall Of Fame Insight For Maine Small Business Owners

Posted by Larry Julius on Sun, Sep 24, 2017 @ 08:38 AM

Pretty much everyone in southern Maine listens to Portland radio. To be exact, 706,438 adults tuned-in last week. In contrast, 72,118 fewer people watched a local TV station. Half as many read local newspapers. 

It turns out that traditional AM/FM radio is used by more Mainer's each week than all other media. This includes smartphones, internet apps, satellite radio, Pandora, and Spotify. This ubiquity among consumers is the reason so many small business owners depend on Portland radio to successfully market their goods and services.

For a business's radio advertising to be effective, the owner has about 170 words to establish an emotional connection with a listener. No connection...no sale.

So, how can a Maine small businesses create this personal connection with tens-of-thousands of people they can't even see? We asked Maine Association of Broadcasters Hall-of-Famer Chuck Igo that question.

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Tags: Portland Maine Radio, Maine Small Business, Portland Radio, maine small business advertising, maine small business marketing, Maine Small Business Owners

Do Teens Still Listen To Portland Radio?

Posted by Larry Julius on Tue, Sep 19, 2017 @ 07:01 AM

Marketers call them Generation Z.  You might better know them as today's teenagers.  According to research giant Nielsen, they live in households that are loaded with video games, smartphones and tablets.  They have easy access to Snapchat, Instagram, Tumblr, and Twitter and unlimited data.

Knowing that teens have more media options than every generation that preceded them, it is easy to see why many Maine small business owners mistakenly believe that these kids don't listen to Portland radio anymore.  But then again, who was the last grown-up who really knew what the kids were up to?

It turns out that 88% of all teens use radio each week, more than any other medium.

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Tags: Portland Maine Radio, Portland Radio, maine small business advertising, maine small business marketing, Maine Small Business Owners

Lessons Maine Small Business Owners Can Learn From Procter & Gamble

Posted by Larry Julius on Fri, Sep 15, 2017 @ 02:04 PM

You can find Procter & Gamble's products almost anywhere in Maine. They make Tide detergent, which you can find in your laundry room. They make Gillette razors, which you can find in your bathroom. They make Pampers which you can find in your in your nursery. And they make Swiffer which you can find in your broom closet.

The only place in Maine where, until recently, you could not find Proctor & Gamble products was on Portland radio. For years, Procter & Gamble, despite being the largest advertiser in the world, avoided radio advertising. 

Recently, though, Procter & Gamble, announced they have begun making large investments in radio advertising.  P&G's rationale can serve as a marketing lesson to Maine small business owners who depend on local media to market their own companies and brands.

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Tags: Portland Maine Radio, Maine Small Business, Portland Radio, maine small business advertising, maine small business marketing, Maine Small Business Owners

Video Killed The Radio Star? Not So, Say Maine Small Business Owners

Posted by Larry Julius on Sun, Sep 10, 2017 @ 04:15 PM

In 1981, the MTV network debuted with the Buggles intoning, "Video Killed The Radio Star."  This musical prediction has proven stunningly wrong.  Here in southern Maine last week, 706,000 adults listened to their favorite Portland radio station. As for the video music channel, last week, only 31,513 wanted their MTV. Ooops! 

After MTV's slow fizzle, many other new media have all come along with their steely knives, but just can't kill the radio beast. 

Check this out: According to Nielsen, 93% of adults will turn on a Portland radio station this week.  This percentage has remained the same since 2001...before there were iPads, iPods, iPhones, Facebook, YouTube, Pandora, Spotify, and Sirius/XM, Hulu, Roku, Netflix, Fire Sticks, Kindles, Nooks, Fitbits, Apple Watches, and countless other devices and distractions. So, no. Video, nor anyone else, has killed the radio star.

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Tags: Portland Maine Radio, Maine Small Business, Portland Radio, maine small business advertising, maine small business marketing, Maine Small Business Owners

Portland Radio Connects The Ear and Heart

Posted by Larry Julius on Wed, Sep 06, 2017 @ 07:48 AM

Many Maine small business owners often wonder if Portland radio stations occupy a place of relevance in the life of listeners. Many are concerned that consumers, especially millennials, are being plucked away by the over-abundance of new media options.

Research from Nielsen indicates that 93% of consumers listen to radio each week. Among, millennials, 90% regularly tune-in to traditional AM/FM radio.

Radio's omnipresence has remained virtually unchanged since 2001. Not even Pandora, Sirius/XM, iPods, smart phones, or YouTube have been able to erode the passion that Mainers of all ages, including millenials, reserve for their favorite radio station. Radio still provides the soundtrack that connects listeners' ears to their hearts. It's still where most people discover their next favorite band. Radio remains the audio adhesive that binds families and communities.

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Tags: Portland Maine Radio, Maine Small Business, Portland Radio, maine small business advertising, maine small business marketing, Maine Small Business Owners

Famous First Words: How To Start Your Commercials On Portland Radio

Posted by Larry Julius on Sun, Aug 20, 2017 @ 07:24 AM

Job one of your radio commercial is not to sell a product. It's not to build brand. It's not to create top-of-mind awareness. It's not to build foot traffic.

The first and most important job of a radio commercial is to be heard.  If your commercial is heard, then all else follows.

At the exact second your radio commercial begins,11,000,000 other pieces of data are wrestling for the attention of each listener. So, if you are a Maine small business owner who depends on Portland radio to advertise goods and services, then what you say first in your commercial is critical to winning the battle of the ear.

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Tags: Portland Maine Radio, Portland Radio, maine small business advertising, maine small business marketing, Maine Small Business Owners