If you want to understand why repetition (also known as frequency) is a critical component to a successful advertising campaign, then you will have to first let me talk about my own guilty musical pleasure: the band Styx.Read More
Radio Results Blog
If you've been listening to Portland radio lately, then you've probably heard a lot of commercials for Procter and Gamble products. It's been many years since P&G has been on radio this much and there is a marketing lesson in this for Maine small business owners.
P&G is the largest advertiser in America. The company spends more than $7-billion annually to market its trove of iconic brands. This includes Pampers, Tide, Mr. Clean, Old Spice, Gillette, Crest, and Metamucil.
In April, P&G's Chief Brand Officer Marc Pritchard, told the Cincinnati Business Courier it was time for his company to re-invent its advertising. The goal is to reach more of the people most likely to buy P&G products – and to reduce wasteful spending.
Mr. Pritchard's reinvention of advertising is why so many commercials for P&G products found their way on to Portland radio stations.Read More
If you're a Maine small business owner, then raise your hand if you think nobody listens to Portland radio anymore. If your hand is above your head...then you are right. Kinda.
Sure, nobody listens to Portland radio any more. But, on the other hand, nobody listens to the radio any less either. Here are the facts.
Last week, according to Nielsen, more than 9-out-of-10 people living in Southern Maine tuned-in to their favorite Portland radio stations. That's far from nobody. In fact, that's almost everybody from every generation. Millennial. GenX. GenY. GenZ. Boomers.
This means, last week 691,336 adult consumers found what they were looking for on the Portland radio dial. Adjusted for population growth, it turns out, the number of people who listen to AM/FM radio is the same today in 2018 as it was in 1998. So, when it comes down to it, nobody is listening less to Portland radio. They are listening as much as ever.Read More
Tags: Reach and Frequency
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.Read More
Ernie Boch, Jr. is one of the largest auto dealers in New England He credits radio advertising with building his company's brand and his profits. Maine small business owners can learn a lot from Mr. Boch. Especially when it comes to using Portland radio to market their goods and services.
In a recent article published in Radio Ink, Mr. Boch described his formula for ensuring his radio advertising delivers his branding objectives. "I would rather advertise to a million people a bunch of different times," explains Mr. Boch, than 10 million people once. Frequency trumps all. Frequency beats everything. Frequency and consistency."
To emulate Mr. Boch's success on Portland radio, the first thing a Maine small business owner should do is to establish a high-priority marketing objective.Read More
Edgar Rice Burroughs wrote in one of his Tarzan books, “We are, all of us, creatures of habit." I am no exception. Every weekday morning at around 7:33am, with my radio blasting, I pull my car into the exact same space in front of the Starbucks in South Portland, Maine. I invariably always see the same cars parked next to me. So much so that I know their license plates by heart (I'm talking to you CDM 9126). When I go inside, I see the same people sitting at the same tables...only the headlines of their newspaper have changed from the day before. I walk up to the same barista who asks, "Your usual?" She doesn't really wait for my response before she rings it into the cash register and scrapes up the $5.13 that I already had waiting on the counter.
The people of Maine are stingy when it comes to charitable contributions. In 2012, according to the Chronicle of Philanthropy, Mainers gave only 2.8% of discretionary income to charity, the second lowest percentage in the country. Only the people of Puerto Rico give less. This makes fund raising in Maine, to the say the least, challenging. Here is an example of how one Maine non-profit uses radio to successfully promote its largest annual fundraiser.
Ask anyone. They will identify the picture on the left as an atom. They might even point out the nucleus and possibly some electrons. But no matter how confident they are and how much detail they offer, they will be wrong. This is not atom.