Radio Results Blog

How Much Frequency Is Enough When Advertising on Portland Radio?

Posted by Larry Julius on Sun, Jan 15, 2017 @ 05:37 PM

When advertising on Portland radio, frequency refers to the number of times, on average, a listener hears a specific commercial during a campaign.  So, then, how much frequency does a Maine small business owner need to ensure her campaign will be successful?

Some business owners may think the magic number is 3. But that number comes from findings which have been self-debunked by the researcher who first made the claim in the mid 20th century. But the bunk won't die.

A recent study conducted by Nielsen has given some interesting new insight into the effective frequency question. But first, a little about the mythological rule of 3.

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

Portland Radio: Turning Nickels Into Dollars For Maine Small Business

Posted by Larry Julius on Sat, Jan 07, 2017 @ 10:43 AM

Rumpelstiltskin is the Brothers Grimm manikin who had the knack of spinning straw into gold.  This can only happen in fairy tales, right? Wrong!  It turns out that in the 21st century, Maine small business owners have the Rumpelstiltskian ability to turn nickels into dollars by advertising on Portland radio.

Research giant Nielsen has produced 20 studies that demonstrate AM/FM radio can deliver what Ad Age magazine calls an "eye-popping return on investment."  A new study by the company released last week produced similar results.  It revealed that a radio advertising campaign conducted by an auto-aftermarket retailer generated $21.00 of incremental sales for every $1.00 invested. Turning nickels into dollars.

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

Choosing A Portland Radio Station To Market Your Maine Small Business

Posted by Larry Julius on Fri, Dec 30, 2016 @ 11:17 AM

Advertising on radio, according to a study by Nielsen, can return up to $23.00 for every $1.00 invested.  "The implications of results like these are profound for the communications and advertising industries," said Doug Schoen in Forbes Magazine, "and as a marketing professional with over 35 years of experience, I found this data nothing short of fascinating. 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."

For a Maine small business owner to replicate the same eye-popping ROIs described in the Nielsen study requires selecting the right Portland radio stations to advertise on.  With more than 20 stations to choose from and with limited budgets, how does the business owner decide? (Hint: There's a good chance the right stations don't include the favorite station of the owner).

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

Portland Radio Drives Maine Small Business

Posted by Larry Julius on Tue, Dec 27, 2016 @ 11:19 AM

Most weekday mornings begin the same. I start my car. I fasten my seat belt. I tune-into a Portland radio station. During my 55-minute drive to work, with the radio blasting, I catch-up on the news, I sing along, and I laugh out loud.  I repeat the ritual later that afternoon but in the opposite direction.  This, I have learned, is not an uncommon experience.

According to research from Nielsen, 459,153 adults in the Portland area commute to work each day.  Almost half of them, like me, spend more than 40 minutes per day doing so.  This provides an unequaled opportunity for Maine small business owners to market to a valuable segment of the state's consumers.

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

What Keeps Portland Radio Listeners Tuned-In?

Posted by Larry Julius on Sun, Dec 18, 2016 @ 09:15 AM

Last week, 54,102 Americans died. Only a few of these passings received the attention of the New York Times. Obituaries featured in The Times are usually limited to luminaries and pioneers of politics, science, the arts, business, or for someone who provided heroic public service.

Two days, ago Jim Lowe died and it merited notice in the Times.  Mr. Lowe was a radio DJ.  Mr. Lowe, did not invent a life-saving drug or run a Fortune 500 company. But, Mr. Lowe earned a Times remembrance because he had millions of friends, most of whom he never met. But, none the less, these strangers felt a palpable sense of loss when they learned of Mr. Lowe's demise.

The affinity that existed between Mr. Lowe and his listeners is not unique. It also exists between thousands of other radio personalities across America and legions of unseen, un-met friends. And this is the reason 93% of everyone living southern Maine tunes into a Portland Radio station every week. It's all about the bond.

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

Maine Small Business Owners Can Advertise For Free on Portland Radio

Posted by Larry Julius on Sun, Dec 11, 2016 @ 10:17 AM

Henry Ford understood how important advertising is to the ultimate success of a business. “Stopping advertising to save money," he said, "is like stopping your watch to save time.”  Sometimes, though, when daily expenses challenge their cash flow, Maine small business owners must prioritize spending.  So, it is not unusual that buying commercials on Portland radio will move down the list behind making payroll, maintaining delivery vehicles, and paying insurance premiums.

But radio advertising doesn't need to be sacraficed when cash becomes tight. Many Maine small business owners have access to large pools of "free money" that can be used for the sole purpose of advertising. It is called cooperative advertising or co-op for short.

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

The Ear Wants What The Ear Wants. Advice For Maine Small Business.

Posted by Larry Julius on Thu, Nov 17, 2016 @ 01:25 PM

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 see thousands of pixels to recognize that it is actually Beethoven sitting on the piano bench hammering those notes out. The fastest way to a man's heart may be through his stomach, but the fastest way to a consumer's brain is through her ear. 

Perhaps, this is why Portland radio, an ears only medium, is used by more people in Maine than TV, newspapers, smartphones, PCs, Pandora, Spotify, SiriusXM or YouTube. This is also why so many Maine small business owners successfully use radio advertising to market their goods and services.

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Tags: Portland Maine Radio, Small Business Marketing, Small Business Advertising, Portland Radio, maine small business owner

One Word Maine Small Business Owners Should Avoid In Radio Ads

Posted by Larry Julius on Sun, Nov 06, 2016 @ 04:03 PM

A commercial on Potland radio could cost as much as $1.00 per word.  So, it is important that Maine small business owners meticulously choose each word to convey the intended message.  This applies especially to the verbs.  

According to The Writing Center at The University of Houston, "one of the best ways of grabbing and keeping [an audience] is to use strong descriptive verbs."

So why was the word 'get' used, by my count, 42 times in the last 7 radio commercials I just listened to?  'Get' and its various conjugations (gets, got, gotten) are not strong, descriptive verbs. Everytime the the word 'get' is included in a radio commercial, $1.00 has been wasted.

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Tags: Portland Maine Radio, Small Business Marketing, Small Business Advertising, Maine Small Business, Portland Radio, maine small business owner

Maine Wedding Band Drums Up Business On Portland Radio

Posted by Larry Julius on Sun, Oct 30, 2016 @ 05:13 PM

Over the next 12 months, 26,667 people living in southern Maine plan to get married, according to research from Nielsen. These weddings will generate close to $500,000,000 in sales for Maine small business owners. 

Jon Goodman, front-man for local wedding band Time Pilots, has dramatically increased his share of that gigantic pool of bridal cash. Since he began advertising the band on Portland radio 5 years ago, Mr. Goodman says, "it would be fair to say that our wedding business has tripled".

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

Hold The Phone! Advice for Maine Small Business Owners

Posted by Larry Julius on Thu, Oct 20, 2016 @ 08:04 AM

Six of the last seven commercials I heard on a Portland radio station included the phone number for the Maine small business who had paid for the advertising. In several of these commercials, the phone number was even repeated twice.  Studies suggest that including phone numbers in radio ads is probably not a good idea.

According to research published in the New York Times and the London Daily Telegraph, 9-out-of-10 people forget a phone number within 5 seconds of hearing it. The study goes on to reveal that 70% of people cannot remember their best friend's phone number and 50% cannot remember their parents' phone numbers

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