I sent an e-mail to one of my managers recently, on behalf of a client. The note was a masterpiece of detail. Long explanations. Full client background. Promises of future benefits. Proposed approaches to fulfilling the request. Wordy "thanks" for his consideration of the matter. It was seven paragraphs long. I was proud.Read More
Radio Results Blog
Michael and Mary Jean Major own Cunningham Security Systems, a small business that provides custom designed, high quality, monitored security systems to residential and business customers in the Portland, Maine area. The Majors purchased the already successful company in 2005 from the founders, Nancy and Paul Cunningham. During their first two years of ownership, the Majors doubled their number of customers. Quite a remarkable accomplishment considering the competition.
Most businesses are already engaged in some sort of advertising. This might include investment in newspaper, yellow pages, broadcast-television, or local- cable. Without exception, combining radio with any other medium contributes profound strength to a campaign. Radio, however, produces a differnet set of synergies with each medium it interacts with. The Radio Advertising Bureau's competitive media primer does a specatcualr job of describing the effects of combining radio with other media. Below is a summary of those benefits.
The cost of advertising on a radio station is generally proportional to the number of listeners it has. The most listened to station in a market, therefore, is usually the most expensive on which to advertise. When advertising on a budget, however, the station with the greatest quantity of listeners may not be the best value for your marketing dollars because you will pay for every person who hears your commercial...even those listeners who may never buy your product or service. In many cases, smaller, less-expensive radio stations may be more likely to reach the customers you are seeking than the larger, more expensive stations.
Once upon a time, before the world-wide web; before 157 channels; before Facebook...93% of all people listened to the radio each week. This was in 2002 when technological dinosaurs roamed the earth. Today, despite the exponential growth of media options and shiny things, 93% of all Americans still use and love their AM/FM radio.
At least once per week a small business owner tells us, "I tried radio once, but it didn't work". We have seen radio work very well for companies of all sizes. I have also seen radio fail miserably.