Radio Results Blog

Your Best Customers Listen To Just 3 Portland Radio Stations

Posted by Larry Julius on Tue, Dec 26, 2017 @ 05:43 AM

"Advertising is totally unnecessary," says Jeff I. Richards. "Unless, you hope to make money." Professor Richards is the chair of the advertising department at Michigan State Univeristy.

If you are a Maine small business owner who wants to make the money the professor promises, then which ad medium works best...Portland radio? TV? Digital?

After considering reach data and return-on-investment analysis, media expert Doug Schoen wrote in Forbes magazine, "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."

"Nielsen data shows radio actually has the most reach among American media consumers," said Mr. Schoen. "Ninety three percent of adults listen to the radio each week as compared to 87% who watch TV, a substantive difference."

Mr. Schoen was further impressed by a study by IPSOS which revealed that 52% of consumers who heard ads for Amazon's Prime Day on the radio made a purchase. "That compares with 48% of people who saw ads online and 39% who saw TV ads," he observed.

A primary reason radio advertising works so well for Maine small business owners is listener loyalty. In this era of over-abundant media options, the typical radio listener, according to a recent Nielsen study, spends 87% of their time listening to just 3 radio stations.

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

Portland Radio Ranked Top Ad Medium For Maine Small Business Owners

Posted by Larry Julius on Sat, Dec 16, 2017 @ 01:31 PM

The first Portland radio station hit the air on July 25, 1925. Since that day, when WCSH-AM began broadcasting from the lobby of the Congress Street Hotel, Maine small business owners have depended on the medium to advertise their goods and services.

Back then, businesses had only two significant advertising options: newspaper and radio. There was no TV. There was no internet. There were no smartphones.

Now, almost 93 years later, Maine business owners want to know how traditional AM/FM radio stacks up in a world full of Pandora, Spotify, Hulu, YouTube, Facebook, Instagram, Facebook, and DVRs. I can tell you in two words: RADIO RULES!

The research company Nielsen recently released its Total Audience Report for the second quarter of 2017. This report compares consumer consumption off all viable media. Despite the over-abundance of options, more people are reached by radio each month than any other medium.

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Tags: Portland Maine Radio, Small Business Marketing, Small Business Advertising, Maine Small Business, Portland Radio, Maine Small Business Owners

Maine Small Business Owners Choose The Top 10 Articles of 2017

Posted by Larry Julius on Tue, Dec 12, 2017 @ 04:45 PM

"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 Magazine.

Since then, thousands of Maine small business owners have heeded the advice and have benefited from Portland radio's ubiquity among consumers and the medium's proven return-on-investment.

To be sure their radio advertising dollars were being spent wisely, business owners performed their own research to determine how to best use Portland radio to fulfill their marketing and advertising objectives.  Many turned to articles posted at "Radio Results Blog" for guidance. Here are the top 10 articles read by Maine small business owners over the course of 2017.

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

Shocking News: Nobody Listens To Portland Radio Any More

Posted by Larry Julius on Sat, Dec 02, 2017 @ 09:29 AM

A Maine small business owner broke the news to me: "Nobody listens to Portland radio any more."

"It's true," I responded. "Nobody listens to the radio any more."

"But, then again," I continued, "nobody listens any less, either."

"You wouldn’t know it from all the media coverage focused on streaming video and streaming music," wrote media expert Doug Schoen in Forbes, "but recent Nielsen data shows radio actually has the most reach among American media consumers. 93% of adults listen to the radio each week as compared to 87% who watch TV, a substantive difference." 

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Tags: Portland Maine Radio, Small Business Marketing, Small Business Advertising, Maine Small Business, Portlan Radio, Maine Small Business Owners

5 Laws Maine Small Businesses Need To Know When Advertising on Radio

Posted by Larry Julius on Sat, Nov 25, 2017 @ 07:58 PM

Every week, 93% of adults in southern Maine tune-in to a Portland radio station. The airwaves used to link listeners with their favorite station are owned by the public. Consequently, broadcast stations are accountable to these owners for the content that is disseminated.

When it comes to commercials, the public depends on agencies of our government to determine what Maine small business owners are prohibited from including. Among these entities protecting the airwaves are The Federal Communications Commission (FCC); The Federal Trade Commission (FTC); and the U.S. Copyright Office (USCO).

There is a slew of rules, regulations, guidelines, and polices that pertain to broadcasting commercials over the public's airwaves. There are 5, however, every Maine small business owners should know before placing ads on Portland radio. Here they are, in no particular order. So, in the words of America's greatest legal authority, Taylor, Swift, "Don't say I didn't say I didn't warn ya."

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

Maine Consumers Remember Small Business Ads Heard On Portland Radio

Posted by Larry Julius on Sun, Nov 12, 2017 @ 08:46 AM

We wrote a few weeks ago that the most important goal of a commercial on Portland radio is not to sell a product. It's not to build brand. It's not to create top-of-mind awareness. It's not to build foot traffic. The first and most important job of a radio commercial is to be heard.  If your commercial is heard, then all else follows.

So, if being heard is number one, then what is number two?

If you're a Maine small business owner who depends on radio advertising to market its products and services, then the penultimate goal of your commercial should be to be remembered.

Recent research reports are unanimous: when you advertise your business on the radio, you will be remembered.

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

Portland Radio Delivers For Maine B2B Advertisers

Posted by Larry Julius on Sun, Nov 05, 2017 @ 12:56 PM

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.

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

7 Words Maine Business Owners Should Not Use In Ads On Portland Radio

Posted by Larry Julius on Sun, Oct 22, 2017 @ 09:51 AM

There are 171,476 words in the English language. The typical 60-second commercial on a Portland radio station uses only 170 of them. So, each word a Maine small business owner selects for their ad must be chosen wisely.

Let's put that another way. Say a radio ad on a Portland station costs $100. This means each word of a commercial requires an investment of 59¢.

People with good business sense should expect to profit from every word. I can't speak about the other 171,469 words, but there are 7 words that provide very little return-on-investment...their phone number.

In the pantheon of radio advertising myths, there is a rule-of-thumb that tricks business owners not just to say their phone numbers once in their radio commercial, but three times, consuming 21 precious words and costing $12.39. There is scientific proof why this is a very, very bad investment.

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

"Exposure" Is Not Reason Enough For Advertising On Portland Radio

Posted by Larry Julius on Sun, Oct 15, 2017 @ 10:58 AM

Maine small business owners have been using Portland radio to successfully market their goods and services for decades.

According to the trade publication Ad Age, radio delivers the best return-on-investment of any medium. More than 20 studies by Nielsen indicate that radio advertising can deliver up to $23 for every dollar invested.

But, sometimes, radio advertising does not work. One of the leading causes of failure occurs when the business owner invests in a campaign without having a concise, well-articulated marketing objective.

According to the Small Business Guide to Effective Radio Advertising, a well-defined marketing objective is the singular guiding force behind a successful radio advertising campaign. The marketing objective is used to determine the right radio stations to use; the times of day to advertise in; how long to advertise for; and what the commercials should say. Investing in a radio campaign without a marketing objective is like being lost in the woods without a compass and a map.

Too often, the reason a business owner is to create "exposure". In and of itself, exposure has never really helped anyone. Just ask The Donner Party or Pee Wee Herman. Saying the name of your business repeatedly on your favorite Portland radio station will, indeed, provide exposure but, sadly, not results.

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

Maine Small Business: Using Portland Radio To Drive Website Visits

Posted by Larry Julius on Sat, Oct 07, 2017 @ 11:06 AM

In 1930, The Galvin Manufacturing Company invented the very first car radio. They called their radio the Motorola. Sixteen years later, radios were embedded in 9,000,000 cars. By 1960, the radio had become standard equipment in every dashboard.

Maine small business owners understand that the mobile nature of Portland radio can drive customers into their stores, literally.

These businesses recognize that 45% of consumers listen to AM/FM radio within 30 minutes of making an in-store purchase. This means radio is still the last advertising medium standing between customers and a brick-and-mortar establishment.

But, today, cars are no longer essential for every part the shopping process. To be exact, 96% of consumers depend on the internet for some portion of their buying decisions. So, should Portland radio remain an integral component of a Maine business owners' advertising strategy?

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