Radio Results Blog

Larry Julius

Recent Posts

Advertising on Portland Radio Delivers 369% ROI for Maine Business

Posted by Larry Julius on Sun, Nov 04, 2018 @ 11:07 AM

Over the past couple years, Nielsen has conducted more than 20 studies to determine the return-on-investment business owners could expect from advertising on the radio. In every instance the ROI has been, in Ad Age Magazine’s words, “eye-popping”.

Dr. Nicholas Roy, owner and practitioner at Saco River Dentistry in Buxton, recently analyzed his return from advertising on Portland Radio. Pun intended, his ROI was jaw-dropping.

Earlier this year, Dr. Roy expanded his practice into a much larger facility. To fill the chairs, he turned to Portland radio.

"When people come to the dentist,” explained Dr. Roy, “they want to know who they are seeing. They want to feel the energy of the person. They have to trust that person. Radio is the only way to get that message across.”

The numbers affirm Dr. Roy’s claim.

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Tags: Advertising ROI, return on investment

What The Auto Industry Can Teach Maine Small Business Owners

Posted by Larry Julius on Wed, Oct 31, 2018 @ 11:33 AM

One of the "3 Rs" of successful advertising is Recall. To be effective, a potential customer must be able to recall a business or product when it comes time to make a purchase. No recall equals no sale.

A recent study conducted by Nielsen shows how advertising recall affects the auto industry. This study can provide important insights to any Maine small business owner who sells expensive goods or services. The key premises provided by Nielsen will also lead to the conclusion that advertising on Portland radio is the most effective way to produce the recall necessary to drive sales.

According to Nielsen's Auto Marketing Report 2018, "when it comes to automotive brand building, quality of awareness is more important than quantity. Brands with high unaided awareness—that is, brands that are more top-of-mind—have a serious edge over all others before the consumer ever sets foot inside a dealership."

So, in the Nielsen study, only 23% of people who could recall an auto company's brand message accounted for 90% of everyone who intended to purchase that brand. This is 10-times the purchase intent of those people who needed prompting to recall a brand message.

This is where advertising Portland radio comes in.

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Tags: effective recall

Advertising On Portland Radio Gives Boost To Small Business Websites

Posted by Larry Julius on Sun, Oct 28, 2018 @ 09:29 AM

Retail sales are growing at a 5.5% clip. For a Maine small business owner to keep pace with this boom, it's critical to compel potential customers to visit their websites. Advertising on Portland radio is a potent way to drive the necessary traffic.

Half of all retail sales in Maine are influenced by a digital interaction, according to Forrester Research. These online interactions determine three things: which product is purchased; which retailer the product is purchased from; and if the product purchased in-store or online.

A Maine small business owner who sells garage doors summed it up perfectly. "More than ever before," he told me, "customers are coming to us more educated about the products I sell. They have really done their homework."

Where are Maine consumers doing their homework? According to the 2018 Shoppers Trend Report from Murphy Research, 53% start their research online and the rest star their research in-store.

But what should be alarming to Maine business owners, regardless of where consumers start their buying journey, 40% of the ultimate sales happen online.

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Tags: website

Procter's Advertising Gamble On Portland Radio Pays Off

Posted by Larry Julius on Fri, Oct 26, 2018 @ 09:10 AM

If you've been listening to Portland radio lately, then you've probably heard a lot of commercials for Procter and Gamble products. It's been many years since P&G has been on radio this much and there is a marketing lesson in this for Maine small business owners.

P&G is the largest advertiser in America. The company spends more than $7-billion annually to market its trove of iconic brands. This includes Pampers, Tide, Mr. Clean, Old Spice, Gillette, Crest, and Metamucil.

In April, P&G's Chief Brand Officer Marc Pritchard, told the Cincinnati Business Courier it was time for his company to re-invent its advertising. The goal is to reach more of the people most likely to buy P&G products – and to reduce wasteful spending.

Mr. Pritchard's reinvention of advertising is why so many commercials for P&G products found their way on to Portland radio stations.

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Tags: Effective Radio Advertising, Reach and Frequency

Customers' Radio Preferences Might Shock Maine Small Business Owners

Posted by Larry Julius on Sun, Oct 21, 2018 @ 04:09 PM

One-of-every-four adult consumers in Maine listen to country music on Portland radio. According to Nielsen-SCB, this is more people than tuned-in to any other format.

This might come as a surprise to many Maine small business owners who grew up on a steady diet of rock-and-roll or top 40 stations over the years. The reality is, though, last week 190,632 adults tuned-in to a Portland country music station. Stations such as perennial favorite WPOR or WTHT, aka "The Wolf".

What might be even more surprising, especially to some advertisers, is the type of people who listen to country music radio. Today's country music audience is dramatically different than when the fore-runner of the "Grand Ole Opry" was first broadcast in 1925.

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Tags: country music

Game On! Maine Business Owners Find Value Advertising On Sports Radio

Posted by Larry Julius on Wed, Oct 17, 2018 @ 12:17 PM

Last week, according to Nielsen*, 62,429 adults living in southern Maine tuned-in to one of the all-sports stations on the Portland radio dial. Sports radio provides an excellent option for Maine small business owners to reach certain types of listeners that are very difficult  and expensive to reach in other media.

Sports became a staple of radio programming in America 97 years ago. This was 4 years before there was even a single Portland radio station. Now days, people living in Southern Maine can talk sports and listen to live, play-by-play 24 hours a day on stations like WZAN, the local affiliate for ESPN Radio, and WJJB, also known as the "Big Jab".

The first sporting event ever was broadcast on July 2, 1921. This was a mere 240 days after the birth of commercial radio.

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Tags: sports radio

OMG! Nobody Listens To Portland Radio Anymore?

Posted by Larry Julius on Sat, Oct 13, 2018 @ 05:15 PM

If you're a Maine small business owner, then raise your hand if you think nobody listens to Portland radio anymore. If your hand is above your head...then you are right.  Kinda.

Sure, nobody listens to Portland radio any more. But, on the other hand, nobody listens to the radio any less either. Here are the facts.

Last week, according to Nielsen, more than 9-out-of-10 people living in Southern Maine tuned-in to their favorite Portland radio stations. That's far from nobody. In fact, that's almost everybody from every generation. Millennial. GenX. GenY. GenZ. Boomers.

This means, last week 691,336 adult consumers found what they were looking for on the Portland radio dial. Adjusted for population growth, it turns out, the number of people who listen to AM/FM radio is the same today in 2018 as it was in 1998. So, when it comes down to it, nobody is listening less to Portland radio. They are listening as much as ever.

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Tags: Reach and Frequency

Maine Career School Depends on Portland Radio To Recruit Students

Posted by Larry Julius on Wed, Oct 10, 2018 @ 06:18 PM

Like thousands of other Maine small businesses, Northeast Technical Institute advertises on Portland radio to find customers.  In NTI's case, their customers are students looking to start a new career.

NTI, who has campuses in Scarborough, Lewiston, and Bangor, is one of 11 for-profit schools in the state that compete for the attention of the 3000 students who enroll annually.

"With a variety of career programs that appeal to men and woman in several age categories, and with a limited budget to recruit prospective students," says NTI President Jim Liponis, "it is hard to beat radio advertising."

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Tags: Effective Radio Advertising, Employment, Recruitment Advertising

Ads on Portland Radio Fill Jobs For Desperate Maine Business Owners

Posted by Larry Julius on Sun, Oct 07, 2018 @ 07:11 AM

If you tuned-in to a Portland radio station last week, then odds are you heard a ton of commercials from Maine small business owners looking to fill hundreds, if not thousands, of open jobs.

It is clear from these on-air recruitment ads that Maine companies are hungry for truck drivers, machinists, nurses, accountants, telemarketers, HVAC technicians, and defense workers.

These desperate employers have turned to radio recruitment advertising because hanging help-wanted signs in windows or posting classified-ads in the newspaper or online job-boards is no longer a potent strategy. Unlike these more traditional hiring strategies, advertising on Portland radio is delivering qualified blue-collar and white-collar job candidates to desperate Maine business owners.

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Tags: Recruitment Advertising

Build Store Traffic For Your Maine Small Business

Posted by Larry Julius on Sat, Sep 29, 2018 @ 08:56 AM

"Retail is not dead," said Goldman Sachs analyst Matthew Fassler in a note to clients. "Eighty-five percent of retail sales", he continued, "are still made in physical stores today, though everyone is talking about the growing threat of e-commerce."

Many Maine small business owners can testify to robust, in-store sales.

For the first half of this year here in Maine, according to US Census data, retail sales grew 5.5% versus the same period last year. Sales of jewelry, books, toys, pet products and other specialty items are up 16.5 percent compared to last year, lodging sales are up almost 29 percent, and general merchandise sales are up 7 percent, according to a Maine Revenue Services report.

To successfully compete for an unfair share of the current retail boom, Maine small business owners need to create sustainable, store traffic. Creating a better mouse trap as Ralph Waldo Emerson believed, is not really the best way to get the world to beat a path to your door. Advertising is critical, says the Small Business Administration.

"Think you have a great product?" asks the SBA. "Unfortunately, no one's going to know about it unless you advertise."  The SBA goes on to say, "Advertising, if done correctly, can do wonders for your product sales, and you know what that means: more revenue and more success for your business."

For Maine small business owners, advertising on Portland radio appears to be the key to building, sustainable in-store traffic.

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Tags: Portland Maine Radio, Portland Radio, maine small business marketing, Maine Small Business Owners, Mainie small business advertising, Advertising On Portland Radio, effective radio