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.
In his 1975 book The Philosophy of Andy Warhol, the artist described the importance of branding this way: "What’s great about this country is that America started the tradition where the richest consumers buy essentially the same things as the poorest. You can be watching TV and see Coca Cola, and you know that the President drinks Coca Cola, Liz Taylor drinks Coca Cola, and just think, you can drink Coca Cola, too. A coke is a coke and no amount of money can get you a better coke than the one the bum on the corner is drinking. All the cokes are the same and all the cokes are good. Liz Taylor knows it, the President knows it, the bum knows it, and you know it."
Seth Godin, one of my favorite bloggers and the former head of direct marketing at Yahoo! plus a recent inductee into the Direct Marketing Hall of Fame, says, "A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer.
For a Maine Small Business to build brand on Portland Radio requires two important components: time and frequency.
According to the blog site The Marketing Donut, "The time it takes to build a brand is the time it takes your customers to come around to accepting your brand values. These may include the belief, for example, that your product or service will give better value or be more reliable than competing ones. They may also start to believe that they will be happier with your product or service than any others and that your product or service is the most suitable for people like them." Vincent Grimaldi, a leading brand specialist at global marketing firm Grifin Partners concurs, "It takes as much time to build a brand as it takes a person to build a reputation. The difficulty is not as much to perfect a strategy as to be focused, differentiated, and consistent everywhere, every time. Will it take one, five, ten or over twenty years? That essentially depends on the memory and openness of the brand's audience."
Since, according to the experts, branding takes time and targeting, radio can be a powerful tool for any Maine Small business. Here's why:
- Birds of Feather. A radio station's audience tends to be homogeneous attracting a high-concentration of people with similar socio-economic traits, beliefs, and consumer profile. With research provided by any reputable radio station representative, a small business can identify the radio stations whose audience will be most receptive to a specific branding message.
- Rinse & Repeat. Branding is about changing a target consumer's beliefs or habits...a task that isn't easy. To do so effectively requires repeating the message to the target over, and over, and over again (kinda like the number of times by wife had to ask me to put the toilet seat back down). Because radio listeners habitually listen at the same time most days, it is easy for a small business to repeat its message frequently to target consumers.
- Time (and cost) is On Your Side. In a recent article in Forbes Magazine, Lois Geller who runs an eponymous marketing firms said, "it take time and a lot of hard work to build a brand that speaks volumes in just a few syllables." Because radio time can be acquired affordably for extended periods of time, it is, therefore, an awesome tool for Maine small businesses to effectively build brand.
In the videos below, meet 2 Maine small businesses who utilize radio to build their brand. Both Kevin Kaserman of Dunbar Water Filters and Cathy Manchester of Keller-Williams Real Estate reveal that using radio on a consistent, long-term basis has been responsible for expanding their respective brands and expanding their business.
To learn more about how Kevin Kaserman and Cathy Manchester have built their brands using radio in Maine, click on the links below:
- Effective Small Business Advertising: Consistency is Critical
- Maine Real Estate Agent Doubles Sales Using Radio Advertising