Words are powerful. I learned that in a dungeon.Read More
Radio Results Blog
I sent an e-mail to one of my managers recently, on behalf of a client. The note was a masterpiece of detail. Long explanations. Full client background. Promises of future benefits. Proposed approaches to fulfilling the request. Wordy "thanks" for his consideration of the matter. It was seven paragraphs long. I was proud.Read More
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.Read More
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.Read More
Tags: effective recall
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.Read More
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.Read More
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.Read More
Tags: country music
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.Read More
Tags: sports radio
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.Read More
Tags: Reach and Frequency
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."Read More