"It’s quite clear that we should all be paying more attention to radio advertising, its reach and potential to help our businesses. It’s doing the job with expert efficiency." That was the conclusion of marketing expert Doug Schoen from an article that appeared in Forbes at the end of 2015. Since then, thousands of Maine small business owners have heeded Mr. Schoen's advice and have used Portland radio to market their products and services.
To be sure radio advertising dollars were being invested wisely, business owners performed their own research to determine how to best use the medium that delivers the biggest audience and the best return on investment. Many turned to articles posted at the "Radio Results Blog" for guidance. Here are the top 10 articles they read most over the course of 2016.
1. Seven Significant Digits Every Maine Small Business Owner Should Know
By any measure, advertising on Portland radio is a sound investment for every Maine small business owner. Marketing expert Doug Schoen points out in Forbes magazine that radio's dominance is often overlooked because of "all the media coverage focused on streaming video and streaming music."
"Furthermore" says Mr. Schoen, "despite how often the media reports on newer forms of advertising, it is in fact free broadcast radio – yes, a mass market medium that’s been around since the 19th century – that often most effectively reaches and truly influences consumers."
To best understand how Portland radio can best fulfill the marketing and advertising objectives of Maine's small business owners, there are 7 significant digits every business owner should know. [Read More]
2. Maine Small Business Owner's Sales Double. Credits Ads On Portland Radio.
If you listen to Portland radio, then you probably have heard the jingle for Royal River Heat Pumps. Once you hear it, you can't forget it.
That's music to the ears of the Freeport based company's owner, Scott Libby, He credits his commercial with helping to double his sales over the past year.
Mr. Libby embodies the findings of several research studies from Nielsen which demonstrate that, on average, a radio advertising campaign delivers a 6 time return-on-investment. [Read More]
3. Portland Radio Offers Remedy For Recruitment Woes of Maine Small Business Owners
The economic news is good. Maine's economy is expanding. Consumer confidence is positive and causing cash registers to ring from Eliot to Estcourt Station and every town in between. So why are Maine small business owners not ecstatic?
According to a recent survey from The Maine Department of Labor’s Center for Workforce Research and Information, one-out-of three Maine small businesses has at least one job opening. The problem is, there are just not enough qualified or interested candidates to fill these vacant positions. Portland radio may offer the remedy to this new employment crisis. [Read More]
4. Portland Radio vs. Pandora. What Every Maine Small Business Owner Needs To Know
In case you have been off the grid for the past 10 years, let me tell you what Pandora is. Pandora, launched in 2005, is an online music service that plays songs it thinks you want to hear based on a set of preferences supplied by the user. The service is available for a fee without commercials or for free with commercials. According to Forbes, only about 5% of Pandora users value the service enough to pay for it.
If, so inclined, Maine business owners can purchase 15 or 30-second commercials on Pandora. According to the New York Times, "The pitch to advertisers is that its technology can cater to consumers with far greater precision than radio — it can pinpoint listeners by age and sex, ZIP code or even musical taste."
But before a Maine small business owner opens up Pandora's box, they need to know how Pandora stacks up to Portland Radio. [Read More]
5. Retailers Cash In On Portland Radio...Good News For Maine Small Business Owners
If you listened to a Portland radio station last week, then you probably heard commercials for Home Depot, Macy's, Walgreens, JC Penney and Jared. These retailers account for 5 out of the top 10 biggest spenders on radio last week. These companies clearly know something most Maine small business owners don't: radio, according to Ad Age magazine, delivers an "eye popping" return-on-investment. Ad age goes on to say that advertisers can expect higher ROI from radio than TV, digital, or social media.
A recent study conducted by Nielsen concluded that when retailers spend $1 on radio advertising, they enjoyed $17 in incremental sales. The study compared quarterly sales results for 4 retailers who invested in radio advertising with the same quarter or the previous year when radio was not used. [Read More]
6. Breaking News: We Found The Nobody Who Listens To Portland Radio
It's hard to find nobody. But for the last few years, despite empirical evidence to the contrary, Maine business owners continue to exclaim with great confidence, "Nobody listens to the radio anymore." Even, Jad Abumrad, the producer of Radio Lab, one of my favorite radio shows, channeled these business owners when he told PBS News Hour in January, "I don’t know a single 20-year-old who has a radio."
Before I introduce you to the Nobody that listens to Portland Radio, let me dispense with the facts.
Though I hate to disagree with a business owner (the customer is always right, right?), according to ongoing research, AM/FM radio reaches more Somebodies each week than any other medium. As a matter of fact, radio reaches more Somebodies than TV, smartphones, tablets, PCs and every other existing medium. [Read More]
7. The #1 Reason Small Business Advertising Can Fail On Portland Radio
We know advertising on Portland radio works for businesses of all sizes. There are scads of studies from formidable researchers that prove conclusively that of all media, advertising on radio offers the greatest return-on-investment.
But what do the wonky researchers know anyway, right?
I know radio works because Maine small business owners speak with their checkbooks and they have been spending more on radio advertising than ever. Business owners like real estate agent Cathy Manchester of Gray, Maine who is certain her investment in radio is responsible for doubling her company's sales.
So, why don't all radio campaigns succeed like Cathy Manchester's? Why do some radio campaigns just outright fail? [Read More]
8. The Long & Short of Advertising On Portland Radio
Once a Maine small business owner decides to advertise on Portland radio, the first question they often ask is how long should my radio commercial be? Most radio stations offer options ranging from five-seconds to sixty-seconds. So, how do you know which is the best length for your campaign?
Winston Churchill may have had the best advice on this subject. When asked how long a speech should be, the great orator responded, "A good speech should be like a woman's skirt; long enough to cover the subject and short enough to create interest.” The same is pretty much true of a radio commercial.
According to the Small Business Guide To Effective Radio Advertising, the length of commercial should "afford the advertiser enough time to advance her marketing objective." According to the guide, all marketing objectives can be reduced to two types. [Read More]
9. Sorry, Jack, Portland Radio Can Handle The Truth
It won't come to a surprise to Maine small business owners, but a lot of people are skeptical about claims made in advertising. A study conducted by research firm Lab 42 and reported by Forbes magazine found that 76% of respondents believe that advertisements are either "very exaggerated" or "somewhat exaggerated."
Perhaps, this high rate of skepticism is not the fault of the ads, but rather a projection of our own proclivity to tell untruths. Research conducted by UMass Amherst found that 60% of people studied lied at least once during a 10-minute conversation and told an average of two to three lies.
So given the predisposition of consumers to believe advertising is, at best, exaggerated, what is the best option for a Maine small business owner to make truthful claims about their business without becoming cast as a prevaricator, equivocator, fabricator, fibber, or, as our mom's might say, a story teller? The answer is Portland radio. [Read More]
10. Reach or Frequency? Maine Small Business Owners Need To Choose
For years, advocates of advertising on Portland radio have referred to it as a "frequency medium." In other words, radio provides an affordable way to talk to target consumers repeatedly...all day, every day. Advertising in daily newspapers, however, only allows business owners to target their customers once per day. The cost of producing and running a television commercial prohibits most Maine small businesses from talking to their best prospects repeatedly.
Maine small business owners who think of Portland radio only as a frequency medium have been short-changing radio's opposite-but-equal benefit: Reach. Radio reaches more people during the course of a week, than any other medium.
Where as frequency provides radio advertisers with the ability to talk to customers a lot, reach allows advertisers to speak to a lot of customers. But, here is the dilemma: advertisers can't have both. For any given campaign, business owners must choose which is most critical to achieve ultimate success. But why? [Read More]
Free Guide To Advertising On Portland Radio