I learned the hard way. When my pipes leak, call a plumber. When my car stalls, call a mechanic. When my tooth aches, call a dentist. Somehow, some way, if I try to take care of these problems on my own, then they only seem to exacerbate and grow more expensive to fix.
For the most part Maine small business owners have learned the same lessons. If they have a tax issue, they call a CPA. If they have a legal issues, they call a lawyer. If they have a cash-flow issue, they call a banker.
But why then, when it comes to advertising on Portland radio, do Maine some small business owners insist on writing their own commercials? The result is often a 60-second spew of cliches, platitudes, and facts that fail to capture the interest of the intended listener. Ultimately, the business owner will come to say, "I tried radio advertising once, but it did not work." But as William Shakespeare wrote, "The fault is not in our stars, but ourselves."
Radio has been an effective tool for Maine small business since 1925. Today, radio reaches more consumers than any other medium. Advertising on radio offers the highest return-on-investment of any medium. And as marketing expert Doug Schoen recently said in Forbes, "It’s quite clear that we should all be paying more attention to radio, its reach and potential to help our businesses. It’s doing the job with expert efficiency."
So to harness the reach, efficacy, and efficiency of advertising on Portland radio, Maine small business owners should utilize the commercial production resources of their local radio station. They are experts in how to engage and compel their listeners to take action.
To demonstrate the skills and creativity local radio stations can contribute to a small business owner's marketing efforts, we gathered the 5 examples below from stations all over America. Hearing what the experts can do, should quell the urge to make DIY radio commercials.
1. Children's Hospital - Columbus, Ohio (Courtesy: Columbus Radio Group)
2. Great Plains Sauce & Dough - Des Moines, IA (Courtesy: Des Moines Radio Group)
3. Rocky's Hot Chicken Shack- Ashveille, NC (Courtesy: Ashville Radio Group)
4. Southern Cayuga Collision - Ithaca, NY (Courtesy: Cayuga Radio Group)
5. Franceour's Cafe - Manchester, NH (Courtesy: Manchester Radio Group)
Take a listen to some other great radio commercials from aound the world