There are 144,002 Maine small businesses. Ninety-nine percent of all businesses in Maine are small businesses.
More than 60% of these small businesses generate part or all of their income from selling directly to other businesses. This includes goods and services like insurance, cleaning, printing, office supplies, furniture, HVAC, legal, advertising, internet technology, landscaping, light bulbs, extermination, and break-room supplies.
In southern Maine alone, it is estimated that B2B (business-to-business) spending will reach $427,500,000 in 2017. To successfully compete for an unfair share of this enormous pie, many B2B companies are turning to Portland radio to market their wares.
Every week, 93.7% of small business owners in Southern Maine tune-into their favorite Portland radio station. No other medium comes close.
Local TV stations, for example, reach 75.7% of small business owners each week. While only 43.4% read a newspaper.
Doug Martin, President of W.H. Demmons in Westbrook, Maine, uses radio successfully to market his small business to other business owners.
W.H. Demmons is a design-build-maintain engineering firm that focuses on reducing a business's energy costs. The company, founded in 1914, comprises 3 distinct divisions: air-conditioning; roofing; and geothermal.
Radio Gives Instant Credibility
According to Mr. Martin, "Not only has radio generated business, it also gives brand recognition to W.H. Demmons". This is apparent when he meets prospective clients for the first time.
"When I introduce myself," says Mr. Martin, "a lot of times, someone in that meeting who did not know me before has heard me on the radio. That almost gives instant credibility. It's like generating a warm referral." He claims, "Radio really works. It's not just generating business over the phone, it's actually improving our recognition in the community."
It's Almost Like Adding Another Sales Person
"When we run radio ads," continues Mr. Martin, "it's almost like adding another salesperson. I have a small sales staff to begin with, but using radio puts another salesperson in the field for me. Not only is it generating leads, we are also getting people to call us which is a good indication of someone who has a significant need."
"Leads generated from radio advertising are a lot different that knocking on a door and making a call for yourself, says Mr. Martin. "When you have someone who hears you on the radio and they have initiated the call you are already in good standing."
"So not only have we created another salesperson in the office by using radio," says Mr. Martin, "But the leads that come in are very positive. There's a need there. The client has taken the initiative to call us... so the closing ratio is very high."
Mar. Martin offers advice to other Maine small businesses. "If you are not using radio, then you're probably doing yourself a disservice if you are trying to build your reputation or your market share."
Mr. Martin's feelings about radio were echoed in a Forbes Magazine article written by media expert Doug Schoen. After looking at reach and ROI statistics for the medium, Mr. Schoen said, "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."
More Advice For Maine Small Business Owners
- 7 Words Maine Business Owners Should Not Use In Ads On Portland Radio
- "Exposure" Is Not Reason Enough For Advertising On Portland Radio
- Maine Small Business: Using Portland Radio To Drive Website Visits
- Proof Positive: Ads On Portland Radio Work For Maine Small Business