All successful radio stations go out of their way to be unique in so far as the format of the music they play, the age of the music, the relevance of all on-air content to a target group of listeners; because of this tactic, the lines of differentiation between radio audiences ( age, gender, number of) becomes much clearer.

Radio stations program their music to appeal to very desired demographic groups; and in doing so “attract” a certain age, gender and lifestyle choices associated with that target group. This is what makes one radio station’s audience more valuable to an advertiser than another audience. Simply put, it contains more of the “right type,” of potential customers for a business.

This audience exploration is one of the elements that make the difference between a successful campaign and a radio marketing effort that clearly didn’t work to deliver the desired results.

Because you want your investment in radio marketing to work!

Too often business owners will use their personal choices for music as a guide to what stations they are going to use to market their product and service. Meaning that they’ll ignore the marketing and demographic facts about a given audience’s makeup and throw marketing logic out the window.

Radio has the ability to target the “right type of prospects,” and marketing your product and services to the right people has little to do with an owner’s personal musical tastes.

That is a great question and here’s the best way to answer it: It depends on what you want the results to be.

• Do you want to promote a sale that you might be having?
• Do you want to start to compete within your category of business and attract customers away from your competition?
• Do you want to become an important product and service provider within your category of business and therefore become the first place/ business a potential customer will think of going to / calling or surfing to?
• Do you want to sell your product and services at a price that you’ll make a profit from?

These are just a few of the considerations that we would need to understand before we can build a campaign to deliver the results you’re looking for.

We can’t tell you what type of investment is required until we know what type of results you are expecting and what the ins and outs of what your product and services are? 

We can tell you what a 00:30 second commercial costs, but unfortunately that isn’t part of the “ will it work” answer; and rates can fluctuate depending on how we schedule and design a campaign.

In all cases, the typical length of time between a re-purchase of your product and service by a customer is a critical part of the “How much will it cost?” answer.

Get in touch with us and we’ll walk you through “Your answer” to the question that is “How much money will I need to spend on a radio campaign to make it work?” every business’s answer is different.

Clients are reluctant to fully explore with the radio marketing professional, how to design a radio marketing plan to deliver the results they want.
The exploration and all the pre-on-air services we offer are free!

 

Clients try to invest in radio the same way they invest in the newspaper or flyers.
When done properly, radio delivers significantly higher weekly impression levels than flyers and newsprint combined.

 

Clients just want to know how much a single commercial is and then they’ll decide how many commercials to buy.
We highly advise against this route because you aren’t setting yourself up for the best chance of success.

Clients want to control the creative process and tell us what should be in a commercial.
Fact is, if you want it to work, it’s best to leave the creative development of the commercial and campaign to the professionals.

Clients allow their perception of what type of financial investment they are comfortable with to control the effectiveness and results of the radio marketing efforts.
We want you to get positive results, but one has to invest in the full marketing plan properly to elicit those favourable results.

 

Clients want to voice their own commercials.
Unless the client has already been on-air and voicing their own commercials for years is it okay to continue to do so; as their voice has been branded with their business. However, new to radio marketing clients should allow professional voice-actors to give their business and their radio marketing the professional and ever so important first impression and first step forward into the audience’s, collective

 

Clients don’t set or openly discuss with us, realistic expectations with regards to ROI.
We always discuss ways to measure the success of campaigns over time, as well as anticipated and agreed upon ROI with our clients. We also discuss and adjust as we move forward; that way we are all in the same net, side by side goaltenders keeping all the pucks out.

 

Clients will stop the marketing process before they can experience positive results.
Despite all the planning and the creation of the radio marketing campaign; many business owners will throw away the investment and equity they have earned with a given radio audience to date. In essence, they are making a choice to go from being an important, trusted, familiar product and service provider to a given audience; to a business that will now have an on-air importance level of zero.

Clients think that all they want to do via radio marketing is, “I just want to get my name out there.”
That’s easy, we can say businesses’ names many times in a 00:30 second commercial; the problem is, it does nothing to persuade new customers to put your business on their “go-to” list when they are in the market for a product or service similar to your business. Everybody has a “go-to” list and your business wants and needs to be on it even if they have never used you before.

 

Clients want to test or try it out first.
If anybody wants to design a test; it needs to be a test that has all the right elements in it to see how well it will work.

If you invest the right amount of money to gain the impressions required for your campaign, favourable results are much more likely to be realized.

There are indeed a certain number of commercials that need to be broadcast to the audience every week in order to get noticed. The number of commercials can change depending on how we create the schedule and have it still be effective or when we change the demographic target within any audience.

All of the businesses that can be heard marketing their products and services over our radio waves; do so and continue to do so year after year, because it works.

Get in contact with us! That’s what we do for all our clients. We’ll immediately start investing our resources and expertise in your desire to build your business for free. If we are to help your business grow, we have to make sure that we’ve done our homework and can deliver the results you want. We stand behind of abilities to deliver results by being honest, creative, and upfront about what will work and what won’t.

Branding advertising yields the greatest long-term benefits. Not everyone needs your products or services today, so advertising for a month or two or even just six is a gamble. Reminding a large group of consumers, who are most likely to do business with you, about your unique selling position over and over is most beneficial.

When any of our listeners need your product, our goal is to position your business in their top of mind recall. The ultimate goal of a branding campaign is to win the hearts and minds of customers before they’re in the market for your product.

A successful branding campaign will put your business into the mind of your customer first when she/ he needs what you sell, and be the company they feel best about when that need arises.

All major companies use positioning statements. It’s a necessity. You can use your positioning statement in all your advertising (radio, print, TV). Just try to keep it 3-5 words and be sure it hits on your unique selling position.

When you advertise image, you’re establishing TOMA (top-of-mind-awareness), and avoiding the “I’ve got to have a sale” syndrome. Establishing your unique selling position(s) with clarity, creativity and consistency is at the heart of image advertising.

After ensuring your business is in fine operating order, stick to a well-constructed marketing campaign month after month. If you deliver the right message consistently, your radio marketing will yield rewarding results.

Do you live and die by sales events or do you want more consistency for your business? Sales event advertising can drive customers, but it’s the “cocaine of marketing.”

The more sales you have, the more advertising you need. However, if you want a steady, non-fickle customer base, we recommend the safer Branding approach, the key to getting a measurable Return on Investment (ROI) with your advertising dollars.

Consistency, consistency, consistency. Whether you’re a plumber, lawyer, carpet cleaner or florist, a well-developed campaign that tells your unique and wonderful story will keep you in the consumers mind when the day they need your services arrives.

Newspaper can be a solid choice. Many new advertisers and advertising agencies utilize newspapers often because it’s easy to write ad copy. But, circulation is down, ad space prices can be unreasonably high, and noting scores are less than impressive.

That being said, we do have InQuinte.ca, our digital news source, that gets over 1 MILLION page views every month. Our in-house graphic designers can build help build you a digital ad to reach all the local news readers.

That is a great question!

We are an advertising agency that specializes in radio marketing; however that being said, we also advise on and recommend other forms of marketing with ideas that will dovetail with your radio marketing efforts. With us… the only financial investment you need to make is that of paying for the air-time required to broadcast your campaign.

We can and oftentimes create, and give birth to the marketing concept and develop a multi-media campaign strategy that will use print, billboard, digital, radio and sometimes TV. The difference between us and a dedicated advertising agency is that we don’t charge for our resource services, creative services and advice.

With dedicated advertising agencies, you will be paying for virtually everything that they do for you. Here’s a comparison of charges between ourselves and an agency.

	Belleville Radio Advertising	Agency XYZ
Creating a complete multi-media marketing campaign for your business	No Charge	$$$$$
Writing commercials	No Charge	$$$$$
Producing commercials	No Charge	$$$$$
Broadcasting commercials	$$$$$	$$$$$
Ongoing creative changes	No Charge	$$$$$
Facilitating buying of other media	No Charge	$$$$$
On-going resource development	No Charge	$$$$$

We all have needs that create buying cycles. As a business owner, you want the consumer to think of you when they need your goods or services. A specific listener may not need a lawyer, dishwasher, plumber, or retirement plan today. But, what about those who need these items next month…or next year?

Create your business as a point-of-destination in the mind of the consumer. When they have forgotten about your competitor’s ad minutes after they pass over it in print, you’ll be there to TELL them your story; with consistency, day after day.

That’s how you create top-of -mind-awareness and that’s how to fight through a consumers buying cycle.

Numeris is an information source for establishing “quantitative” listening patterns (audience sizes). Numeris is a recall-based paper survey done twice a year in the Quinte Market. Numeris data provides estimates of how many people listen to a radio station, how long they listen, when they are listening and some basic demographic information about that listener.

Many radio advertisers believe that the Numeris survey results can be manipulated by a radio station to make any one station look better than another. This is untrue ( and unethical); as the data contained within each survey period cannot be altered. The confusion stems from the fact that the many statistical reports that can be accessed through the Numeris software ( rank reports); especially when they are being used to assess and compare each radio station’s audience as far as listening patterns are concerned and size of demographic group; look frighteningly alike!

Unless you know what you, the client, are being shown and why and what the data being shown is illustrating, it would be hard to discern one report over another even if the parameters of the report were to be changed slightly.

Make sure you are comparing apples to apples when assessing audience quantitative data…. Better still just give us a call and we’ll show you what the radio landscape in the Quinte Market actually looks like.