Radio Results Blog
I learned the hard way. When my pipes leak, call a plumber. When my car stalls, call a mechanic. When my tooth aches, call a dentist. Somehow, some way, if I try to take care of these problems on my own, then they only seem to exacerbate and grow more expensive to fix.
For the most part Maine small business owners have learned the same lessons. If they have a tax issue, they call a CPA. If they have a legal issues, they call a lawyer. If they have a cash-flow issue, they call a banker.
But why then, when it comes to advertising on Portland radio, do Maine some small business owners insist on writing their own commercials? The result is often a 60-second spew of cliches, platitudes, and facts that fail to capture the interest of the intended listener. Ultimately, the business owner will come to say, "I tried radio advertising once, but it did not work." But as William Shakespeare wrote, "The fault is not in our stars, but ourselves."Read More
Here's the challenge. A Maine small business owner is given sixty seconds to share 170 words with tens of thousands of people on a Portland radio station. The goal of the commercial is for the owner's best prospects to believe something or to take action in regard to the products and services her business sells. So what should the business owner do?
Sadly, if this business owner is like a lot of advertisers who use Portland radio, she will fill the time with a list of facts and features glued together with cliches and platitudes. Or what George Carlin once called "The Advertising Lullaby" whose sole purpose is to "lull us to sleep."Read More
Joy Golden died this week at the age of 85. You may not recognize her name, but during the 1980s, you could not turn on a Portland radio station without hearing one of her commercials. Golden wrote and produced not only memorable but extremely effective commercials for many well-know companies. But, her most famous campaign was for Laughing Cow cheese.
Laughing Cow Cheese with its round shape, wax covering and iconic red, net bag has been around since 1921, nine years before Golden was born. Sales of the brand, however, were sluggish until 1983, when Laughing Cow's parent company, FroBel, asked Golden's agency, TBWA, to create an advertising campaign for its Mini Gouda and Mini Bonbel, Mini Babybel varieties. According to the book, "And Now A Few Laughs From Our Sponsor", radio was not the first choice to advertise the processed cheese.Read More
In-Car Listening Remains Awesome Marketing Opportunity For Maine Small Business
On July 24, 1925 WCSH, Portland, Maine's very first radio station, began broadcasting from its studio in the Congress Square Hotel. Just five years later, brothers Paul and Joseph Galvin, owners of the Galvin Manufacturing Corporation, introduced the first, commercially available car radio. The unit sold for about $120 (about $1700 in 2014 dollars). The radio was called the Motorola 5T71 (yes, it was the first Motorola). Mainers could then listen to WCSH in their sleek new Packards, Nashs, Studabakers and Pontiacs. Despite the disappearance of those automobile nameplates, Radio Remains King of The Road, according to a recent article in the Wall Street Journal.
According to the Journal, despite the proliferation of digital audio platforms, radio still rules the dashboard. The article quotes findings from Edison Research that indicates 86% of consumers choose to use radio while driving. No other medium comes close.
Americans spend almost 2 hours and 40 minutes per day in their cars. Since AM/FM radio is the preferred in-car medium, according to a study by Arbitron (now Nielsen Audio), Maine small business can seize this marketing opportunity to reach this captive audience.
Besides dominating the dashboard, radio also dominates at work listening. Read more:Radio Dominates The Office and The Dashboard
Meet 10 Maine Small Business Owners Who Successfully Use RadioRead More
Radio Format Guide For Maine Small Business
Maine Small Business Needs To Do The Unexpected To Stand Out
In a recent episode of the TV series Fargo on FX, the bad guy, played by Billy Bob Thornton asks the good guy, played by Colin Hanks, "Why can the human eye see more shades of green than any other color?" Not only did the answer save the lives of the show's heroes, it also provides great insight for Maine small business owners on how to create engaging and compelling radio commercials.
Portland Maine Small Business Owners Can Learn How To Use Radio Effectively From America's Tire Dealers
A fixture of Portland, Maine radio and one of America's best friends died today.
More than 150,000 people will die today. Most of these deaths we will never learn about. But this morning when radio personality Casey Kasem passed away, almost instantly the news started showing up in my Twitter feed from The New York Times, The Wall St. Journal, The Portland Press Herald, and The Huffington Post. The news showed up in hundreds of posts and shares in my Facebook news feed. Cleary, Casey was one of America's best friends.
I am often asked by Maine small business owners, "How long should my radio commercial be?" This query always conjures up the ghost of Abraham Lincoln who, when asked how long should a man's legs be, responded, "long enough to reach the ground." I am sure Mr. Lincoln would say the same thing about radio commercials: they should be long enough to get the job done.