Radio Results Blog

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

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

Advice For Maine Small Business Owners: Leave Radio Ads To The Pros

Posted by Larry Julius on Sun, Sep 04, 2016 @ 07:00 PM

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."

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

Maine Small Business Owner's Sales Double. Credits Ads On Portland Radio.

Posted by Larry Julius on Sat, Aug 27, 2016 @ 11:32 AM

If you listen to Portland radio, then you probably have heard the jingle for Royal River Heat Pumps. Once you hear it, you can't forget it.

That's music to the ears of the Freeport based company's owner, Scott Libby, He credits his commercial with helping to double his sales over the past year.

Mr. Libby embodies the findings of several research studies from Nielsen which demonstrate that, on average, a radio advertising campaign delivers a 6 time return-on-investment.

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

What Maine Small Business Owners Can Learn From An Auto Parts Giant

Posted by Larry Julius on Sun, Aug 14, 2016 @ 08:22 AM

If you were one of the 699,526 adults who tuned-in to a Portland radio station last week, then the odds were in your favor that you heard a commercial for O'Reilly Auto Parts.  This is to be expected since the auto parts giant was one of the top radio advertisers last week, just behind Home Depot and GEICO. Like many Maine small business owners, O'Reilly uses radio to fuel the company's dominance and expansion in its product category.

O'Reilly is a specialty retailer of automotive aftermarket parts, tools, supplies, equipment. The company's stock is listed on the NASDAQ (ORLY) and has a market capitalization of more than $27 billion dollars.

But at it's heart, O'Reilly is very similar to many family owned, small businesses in Maine.  The company can trace its corporate roots back to 1849 when Michael Byrne O'Reilly immigrated to St. Louis to escape the potato famine in Ireland. Through hard work, determination, and smart marketing (traits shared by a lot of Maine small business owners), the company grew from one store in 1957 to 4623 stores today.  Clearly, radio advertising has been critical to the company's ongoing success.

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

Radio Advice For Maine Small Business Owners From Advertising Pros

Posted by Larry Julius on Sat, Aug 06, 2016 @ 07:22 PM

Each month, 97% of consumers living in Southern Maine tune into a Portland radio station for entertainment, local news, local weather, and local sports. This makes radio the #1 reach medium with more weekly users than TV, smartphones, satellite radio, Pandora, and any other source of audio or video that you can think of. 

AM/FM radio's continued dominance in the media life of consumers led Doug Schoen, a venerable marketing professional, to write in Forbes, "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."

Last week, another respected marketing professional, Jamie Michelson, echoed Mr. Schoen's thoughts on the value of radio advertising. Mr. Michelson is the President and CEO of SMZ Advertising, a Detroit, Michigan area agency. The agency's clients include the Michigan Lottery, Detroit Tigers, SVS Vision, Taubman Centers, the Detroit Red Wings, Community Choice Credit Union, Grand Hotel, Detroit Metro Convention & Visitors Bureau – all vital Michigan businesses, organizations, and brands.

In a recent article posted on The Jacobs Media Strategies website, Mr. Michelson was effusive in his commitment to using radio to fulfill his clients' marketing objectives. To benefit Maine small business owners who are currently or considering advertising on Portland radio, I have re-published the article below. Thank you to Fred Jacobs for his permission to do so.
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Tags: Portland Maine Radio, Small Business Marketing, Small Business Advertising, Maine Small Business, Portland Radio, maine small business owner