Radio Results Blog

This Is Your Brain On Radio. Advice For Maine Small Business Owners.

Posted by Larry Julius on Sat, Jul 07, 2018 @ 01:43 PM

When a Maine small business owner invests in an advertising campaign, the goal of the ads should never be to sell a product. The primary purpose for any type of ad including those on TV, on radio, or online, is to be remembered. When a consumer can't recall your company's message when it's time to make a purchase, chances are they'll buy from your competitors.

So, when a business owner has to choose between purchasing ads on Portland radio, TV, or digital, the owner needs to know which ads are most likely to be remembered. Spoiler alert: it's the radio commercials. How do we know? Science tells us so.

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Tags: Effective Radio Advertising, Portland Maine Radio, maine small business advertising, Portlan Radio, maine small business marketing, Maine Small Business Owners

Target The Heart: Advertising Advice For Maine Small Business Owners

Posted by Larry Julius on Wed, Jul 04, 2018 @ 05:22 PM

Last week in southern Maine, according to Nielsen, 700,000 adult consumers tuned-in to their favorite Portland radio station. This is, by far, more people than who watched TV, read a newspaper, used a smartphone, or used an online app.

The reality that radio has the largest reach is not lost on thousands of Maine small business owners who depend on the medium to advertise their products and services. As we wrote in the article "The 3 Rs of Radio Advertising", reach is the second most potent element of a successful ad campaign for driving sales. What is the most powerful component?

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Tags: Effective Radio Advertising, Portland Maine Radio, Portland Radio, maine small business advertising, maine small business marketing, Maine Small Business Owners, Portland Radio Advertising

Advertising On Public Radio. Should Maine Small Business Owners Do It?

Posted by Larry Julius on Sun, Jun 24, 2018 @ 04:57 PM

Confession: WMEA-FM, 90.1, is one of the Portland radio presets on my car radio.

WMEA is one of the 13 Maine stations that comprise Maine Public. This network provides listeners from Kittery to Fort Kent with programming from NPR (National Public Radio); local news; and classical music.

Each week, 17% of all adults living in southern Maine, tune-into WMEA. This, according to Nielsen, makes it the most listened to Portland radio station. So, does it make sense for a Maine small business to advertise and market its goods and services to this audience. Here are some things considered:

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Tags: Effective Radio Advertising, Maine Small Business, maine small business advertising, Portlan Radio, maine small business marketing, Maine Small Business Owners, Porltand Maine Radio

What's Your Story? Tell it on Portland Radio

Posted by Larry Julius on Tue, Jun 05, 2018 @ 06:05 PM

"Past a foreboding sewer. Down the street with the cracks you should not step on, lest you break your mother's back. There, lies a place of unexpected sweetness."

Where is this place? It's in the minds of radio listeners who are in the market to buy a new Radio Flyer wagon.

This mellifluous sentiment fills the first 28 words of an award-winning radio commercial for the iconic children's toy. These words, set against a heart-nudging musical score, instantly transport the listener to a place where they feel welcome. A place that looks different to each person invited on the 60-second sonic journey. This commercial tells a story. To hear the whole commercial, click here.

What story does your Maine small business tell in commercials on Portland radio? Or, do you tell a story at all?

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Tags: Effective Radio Advertising, Maine Small Business, Portland Radio, maine small business advertising, maine small business marketing, Maine Small Business Owners, Portland Radio Advertising

Satellite Radio: What Maine Small Business Owners Need To Know

Posted by Larry Julius on Sun, May 27, 2018 @ 11:31 AM

A very smart, Maine small business owner told me the other day, "The truth is, no one listens to Portland radio anymore in their cars. Most people listen to satellite radio." Clearly, the customer is not always right.

The fact is, AM/FM radio is, by far, the most used commercial medium in Maine and in America. Satellite radio is barely a blip on consumer's radar. Here is a bit of history

In 2001, XM radio launched its first satellite into space. The company's goal was to provide, in exchange for a monthly subscription fee, hundreds of entertainment channels with CD quality sound to motorists wherever they travel.

The following year, Sirius Radio, launched its satellites to offer a competing service. By 2007, both companies were, according to Goldman Sachs analyst Mark Wienkes, "on life support". So, XM and Sirius merged.

Flash forward to 2018, 11 years after the "life-saving" merger. Has satellite radio put a dent in the audience for AM/FM radio. In a word: No. Here are the facts.

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Tags: Effective Radio Advertising, Portland Radio, maine small business advertising, maine small business marketing, maine small business owner

The Science of Making Your Maine Small Business Memorable

Posted by Larry Julius on Sun, Apr 29, 2018 @ 06:49 PM

When a Maine small business owner invests in an advertising campaign on Portland radio, the first job of every commercial is to be heard.

Unless an ad is heard, it will fail. In a previous article, Famous First Words: How To Start Your Commercials On Portland Radio, we talked about how to grab consumers by the ears.

Once a radio commercial is heard, its next job is to be remembered. Unless an ad can be recalled at the point of sale, it cannot contribute to a ringing cash register.

Before we can talk about how ads are remembered, we first need to talk about forgetting.

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Tags: Effective Radio Advertising, Portland Maine Radio, Portland Radio, maine small business advertising, maine small business marketing, Maine Small Business Owners

Creating Ad Campaigns That Drive Sales For Maine Small Business Owners

Posted by Larry Julius on Sat, Mar 31, 2018 @ 08:01 AM

Maine small business owners depend on Portland radio stations to successfully advertise and market their goods and services.

Among the radio advertising faithful are Cathy Manchester of Keller-Williams Realty in Gray and Scott Libby of Royal River Heat Pumps in Falmouth. Both business owners have credited their commercials on Southern Maine stations with doubling sales at their respective companies.

Nielsen, the research company that is able to link advertising campaigns to sales results, recently analyzed which elements of an advertising campaign have the greatest effect on growth. The research found that ad-creative and reach are the primary sales drivers.

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Tags: Effective Radio Advertising, Portland Maine Radio, Portland Radio, maine small business advertising, maine small business marketing, Maine Small Business Owners, Portland Radio Advertising

Consumers Lend An Ear To Small Business Ads Heard on Portland Radio

Posted by Larry Julius on Sun, Mar 04, 2018 @ 08:28 AM

For a Maine small business owner's advertising to be effective, it must find its way into the brain of prospective customers. The fastest path to success is through the ear.

Our brains can process a sound in 0.05 seconds.  This is 5 times faster than it takes for our minds to process visual stimuli. We can recognize the beginning of the 5th symphony by hearing just one or two notes, but we would need to interpret millions of pixels to recognize that it is actually Beethoven sitting on the piano bench hammering those notes out.

Of all sources of audio input, Maine consumers are partial to Portland radio. Last week alone, according to Nielsen, more than 700,000 adults living in Southern Maine tuned into their favorite station. The latest data reveals this is by far more than watched TV, read newspapers, used a smartphone app or listened to Spotify and Pandora combined.

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Tags: Effective Radio Advertising, Portland Maine Radio, Portland Radio, maine small business advertising, maine small business marketing, Maine Small Business Owners

Maine Businesses Depend On Reach Of Portland Radio To Drive Sales

Posted by Larry Julius on Sun, Jan 28, 2018 @ 08:11 AM

Regardless of what your Maine small business sells, Portland radio reaches more of your customers than any other medium. Substantially more.

According to a study by Nielsen, after the content of the message is considered, reach is the most potent advertising element that can drive sales. Reach is more important than brand, recency, or context.

Last week, 703,000 Maine consumers were reached by their favorite Portland radio stations. This is vastly more than used any other local advertising medium including television, cable, newspaper, streaming audio (e.g., Pandora or Spotify), newspapers, or magazines.

Portland radio's dominance among consumers extends across every imaginable business category. To prove the point, we profiled 21 different types of southern Maine consumers across a diverse spectrum of goods and services. In each case, radio delivered, by far the greatest reach.

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Tags: Effective Radio Advertising, Portland Maine Radio, Reach and Frequency, Portland Radio, maine small business advertising, maine small business marketing, Maine Small Business Owners

Small Business Owners Engage Maine Bridal Market On Portland Radio

Posted by Larry Julius on Sun, Jan 14, 2018 @ 11:50 AM

During 2018, according to Nielsen, 13,952 people living in southern Maine will get married. On average, each couple will spend $30,000 on their happy day. If my math is correct, then that means $209,280,000 will be invested by these consumers on their impending nuptials.

Can your Maine small business convert all of these wedding bells into ringing cash registers? Portland radio can help.

Each week, 96.8% of everyone planning a wedding tunes into their favorite AM/FM radio station. This is substantially higher reach, according to Nielsen, than all other media. This makes radio the most effective way for small business owners to market their goods and services to southern Maine's lucrative bridal market.

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Tags: Effective Radio Advertising, Portland Radio, maine small business advertising, maine small business marketing, Maine Wedding, Maine Bride, Maine Small Business Owners