Here is some helpful information regarding how to best utilize your marketing dollars and how radio may work for you in an affordable and efficient way.
Why Should You Advertise?
Here Are 10 Good Reasons…
1) If you want to reach new customers then you must advertise.
There’s always new business out there. Your market changes constantly. Whether it’s from new families moving into the area or changing income levels which can mean changes in lifestyles, needs and buying habits. It can all lead to new potential customers for you, or for your competition. If you want a shot at that new business they need to know you’re there and who you are. Advertising is the best way to get the word out.
2) Want to encourage repeat business? Then you must advertise.
Customers don’t have the same store loyalty they once had. Automobiles give shoppers mobility and freedom. So does the internet and online shopping options. Your business must advertise on a regular basis to give former customers a reason to return to your store instead of someone else’s.
3) Advertise to influence your new and repeat customers throughout the buying cycle.
People frequently go from store to store comparing prices, quality and service. Your advertising needs to reach them consistently through the entire decision-making process. An example is the average new car purchase. This can take place through an entire 13-week cycle. You want your name to be consistently fresh in their minds when they ultimately decide to make their purchase.
4) Advertising pays off over a long period.
Believe it or not the advertising you do today is selling customers who may make their buying decision weeks or even months from now. By consistently advertising you get a long-term advantage over your competitors who decide to cut back or cancel their advertising. In a 5-year study of more than 3,000 companies it was determined that advertisers who maintained or expanded their advertising over that five year period saw their sales increase an average of 100%.
5) If you want to generate more store traffic then you must advertise.
As a business owner you already know that continuous store traffic is the first step toward sales increases and expanding your base of shoppers. It’s been shown that for every 100 items shoppers plan to buy, they make at least 30 unanticipated “in-store” purchases.
6) Advertising helps to generate new business…even on your slowest days.
Businesses that succeed are generally strong, steady advertisers. An aggressive and consistent approach to your advertising almost always brings added success in your sales. Advertising will generate new customers and sales now, and in the future…even on your slowest days.
7) For a healthy positive image you must advertise.
Rumors and bad news travel fast. Steady advertising will correct misleading gossip and any “overstated” bad news. When your advertising is vigorous and positive it will bring shoppers into your store regardless of the current economy.
8) You must advertise to maintain store morale and attract the best employees.
When an advertising or promotion budget is suddenly cut or cancelled, salespeople may become alarmed or demoralized. A positive advertising campaign will boost employee morale. It gives your staff strong, positive, motivational support and also makes it easier for you to hire the best people available.
9) You must advertise because your competition is advertising.
If you want to compete then you need to advertise to defend your revenue from competitors. There are only so many consumers in the market ready to buy at one time so if you want to keep your share of customers you must advertise or you will lose them to a more aggressive competitor.
10) Advertising is a solid investment in the growth and future of your business.
Consumers who buy products or services from you knew about your business or store before their need occurred. Advertising increases the likelihood that more consumers will know who you are when they decide they’re ready to buy.
If you’re going to advertise (and you should), it makes sense to spend your advertising money where you get the most results… Radio! Here are 12 great reasons why radio is your best choice:
1) Radio sells with immediacy.
The research has proven that radio advertising regularly reaches consumers within two hours of their largest purchase of the day. There’s no better time to reach customers than on their car radio while they are driving to do today’s shopping! For those who are considering a purchase your radio advertising can be used as a great reminder medium to fight procrastination and convince them to buy now.
2) Radio sells everywhere.
Radio is truly the best mobile medium. Whether your potential customer is in their car, at work, or at play, radio is there. It’s the advertising force that your customers take with them wherever they go. No Media Reaches More People More Often For Less!
3) Radio sells with intimacy.
In your personal life, when you have something important you wish to communicate to someone, which method would you prefer? To show them a picture? To write to them? Or would you prefer to talk to them using the intimacy and emotion of the human voice? Radio sells with intimacy by using the human voice to convince. In fact host endorsements typically drive a 400% increase in listener response over non-endorsed spots.
4) Radio can make your ad shine with “Theatre of the Mind”.
The impact of your ad is magnified by the emotional and motivating power of audio. Research has demonstrated that audio messaging has more impact on consumers than either video or print ads. You can have a 100-piece symphony orchestra in your ad, an elephant, a chorus, a laughing child or a love song ..radio can do all of that. With word pictures and emotion-evoking sounds, radio’s theatre of the mind makes you ad stand out from the rest!
5) Radio escapes advertising’s clutter.
When you look at today’s newspapers you’ll find that they average 2/3 ad copy to 1/3 editorial copy. In comparison TV spends about 1/3 of its time on advertising. Today’s radio devotes less than 1/5 of its time to ads with approximately 10 minutes of advertising per hour. Radio is definitely the un-cluttered medium.
6) Radio is the cost effective medium.
Everyone business owner knows that newspaper ad rates are up (even though circulation is down). TV ad rates have also become more expensive (even though viewership is down). Radio advertising costs, on the other hand, have risen less than any other major form of advertising.
7) Reach is always good, but it’s frequency that really sells.
Newspaper and TV are both considered reach medias – they reach varying numbers of people. Psychologists will tell you that consumers need to be exposed to an advertising message at least three times before it begins to really penetrate. When it comes to Newspaper and TV most local businesses cannot afford the necessary three-times-plus frequency that effective advertising demands. The exception is radio advertising. Radio is the medium you can afford for both reach and frequency.
8) Radio’s ability to offer targeted advertising sells.
Because radio offers a variety of formats it allows you to pinpoint your advertising on the station, or stations, that best match your customer’s interests. You can market to the age, gender and type of customer who will most want your products or services. You cannot, however, pinpoint advertising in the broad-reach, scattershot newspaper and TV media forms. Radio’s unique targeting ability inevitably saves you money and gets you the customers you want.
9) You’re always on the front page with radio.
With radio advertising you are always front and center in the listener’s attention span when your ad is on the air. You’re ad is never buried on page 37 and you’ll never find your advertisement surrounded by your competitor’s ads. With radio advertising, you are always on the front page.
10) Radio is an active medium in an active society.
When it comes to passive forms of advertising you find they simply list merchandise or tell you where a product is available. Radio is an active medium capable of stirring emotion, creating demand, and selling your product or service. Today’s hotly competitive marketplace demands an active medium that draws your customers in and inspires them to buy!
11) Radio is the most cost-effective branding media available.
Radio’s strength is brand building which helps to increase your customer base. Compared to the cost of other local media radio advertising will reach a similar sized audience with the same frequency at a fraction of the cost. It’s the dominant out-of-home media with the ability to reach 93% of your local consumers each and every week. When Radio is included in your plan it boosts brand recall and brand preference.
12) Radio advertising engages your consumers more than any other media.
In fact, the engagement levels for radio advertising (the percentage of people who actively pay attention to the ads) is by far the highest of any mass media.
About Radio Advertising
Radio advertising offers many advantages to your business including its unique combination of high reach, high targetability, and low cost.
Here Is Some Information To Help You Get The Most Bang For Your Advertising Buck!
1) Radio Advertising Reaches the Majority Of The Population
Did you know Radio reaches over 93% of the US population over 12 years old each week? This statistic comes from Nielsen’s American Radio Listening Trends report. That’s far more reach than Yellow Pages or Newspapers can offer you.
2) Radio Targets Your Customers
Radio can target your customers… unlike newspaper or Yellow Pages. It’s able to reach the right people at the right time with the right message at the right cost… far more than TV, Newspaper, or the Yellow Pages.
3) Radio Advertising Costs Beat TV, Newspaper And The Yellow Pages
Radio advertising cost is perhaps the most important of the top three characteristics of radio advertising. The dollars you spend on radio advertising are more efficient and generate much better returns on your investment. In addition when it comes to creative development and media costs radio beats TV, newspaper, and the Yellow Pages by a significant margin.
4) Keep Your Message Simple and Consistent
Many people don’t realize that if they run two or more ads in their advertising schedule, they are reducing their effective frequency. So for maximum results, try running only one ad at a time. If you absolutely need to run different copy, have your advertising consultant construct a “shell” that remains the same, with the different copy inserted into that shell.
5) Try Concentrating Your Advertising For Better Results
It is better to dominate one medium than to water down results by spreading out your ads.
6) Test Your Advertising To Make Sure You’re On The Right Track
Advertising should be an investment, not an expense. Smart business people know they need to test their ads, their schedules, and their media. The best way to do a test is to run one ad and one schedule at a time – and see what happens to your traffic and your cash register.
7) Keep Advertising To Maintain A Steady Stream Of Business
If you want to keep the business you have and bring in new customers you must get your name and your products or services in front of your customers and prospects, and keep them there. Most businesses lose up to 25% of their customers each year to relocation, competitors or death.
Common Marketing Mistakes
You can find plenty of reasons to not advertise. Here are some common excuses for not engaging in an effective, consistent marketing campaign. If you’ve ever used any of these excuses to avoid promoting your business, you may well be missing out on the opportunity to increase your traffic, increase your sales and increase your profits.
1) Everybody already knows me. I don’t need to advertise
There are new people moving to town every week, not to mention plenty of visitors. While you may have been on the same corner since 1972 that’s meaningless to newcomers who don’t know who you are. To be a successful business you need to reach out to new customers on an ongoing basis. Without new customers, even a long-established business will eventually die.
2) I don’t advertise. Word-of-mouth is all I need to bring in business
While Word-of-mouth is great it’s also one of the most ineffective forms of advertising there is. You can’t control it, you don’t know what’s being said or to whom. Plus, word-of-mouth is usually negative. Customers who have an acceptable business transaction may tell a friend or family member however those who have a bad experience will tell everyone they know. To rely solely on word-of-mouth as advertising is a serious marketing mistake! Oh, and, Radio has the Biggest Mouth! Our “mouths” (KKFT-KWFP-KRFN and KCMY) can be heard just about everywhere in Northern Nevada over the air, and, everywhere, via our internet streams. And we reach over 100,000 “mouths” with your message – which, then, can be passed along, quickly, efficiently and cost-effectively.
3) Business is great. I don’t need to advertise
That’s great, for now but what happens when business slows down? Effective advertising keeps potential new customers “in the pipeline.”
4) Business is too slow. I can’t afford to advertise
Unfortunately business will stay slow if you don’t. Advertising is nothing more than inviting people to do business with you so if things are slow, you need to be inviting more people to your store through advertising.
5) I tried Radio before and it didn’t work
There are several reasons this may have happened. If your offer was weak, chances are your results were weak too. People respond to the need, not the ad. Perhaps you advertised on a station that didn’t reach your target demographic or maybe you didn’t have enough frequency to be effective in reaching the customers you want. With the proper plan on the right station radio works!
6) I don’t listen to your station(s).
That’s fine but many of your customers and potential customers do. Advertising is a lot like fishing – do you bait your hook with what you like, or with what the fish like? One in four adults in Northern Nevada listen to one or more of the Evans Broadcast stations.
7) I don’t do Radio advertising
It’s foolish to overlook an entire medium because of some silly preconceived notion. With the right offer and enough frequency, Radio can produce results unmatched by any other media. If you exclude Radio from your marketing plans, you’re missing out on a crucial piece of the advertising puzzle.
8) Nobody ever tells me they hear my Radio ads
Because people respond to the need, not the ad. If they need a new refrigerator and they hear an ad for an appliance store, they respond by checking out your refrigerator selection and while they’re there they might just buy a toaster too!
9) Your rates are too high
Radio stations charge different rates, based on many factors. A 30-second ad on one station isn’t necessarily equivalent to a 30-second ad on another. You can buy a $1 hamburger at Burger King or an $8.00 hamburger at an expensive restaurant. Yes they’re both hamburgers, but you’ll notice the difference. Frankly – we rarely hear your rates are too high at the Evans Broadcast Group. Our programs and marketing opportunities give you the best bang-for-your-buck in the market. Seriously – contact us and we’ll show you!
10) I have to talk it over with my….(fill in the blank) wife – partner -brother – CPA
Let’s be honest…Every day you’re not advertising is a missed opportunity to gain more business. While you’re procrastinating your competitors are going after all of your customers AND all of the new business too!
11) I don’t have any competition
Your competition loves the fact that you believe this. It makes it easier on them to take your customers. No matter what you’re selling, you’re competing with every cash register in town, plus online competitors and competitors in nearby towns. Your competitors know this….that’s why they advertise. Effective advertising motivates customers to come to your store.
Media Comparison Chart
|Cost Per Impression||Very Low||High||Very High||High||Good|
|Ability To Target Audience Demographic||Excellent||Good||Poor||Poor||Poor|
|Cost Of Production||Included||High||Included||Included||Included|
|Ability To Change Ads At Anytime||Excellent||Expensive||Good||Poor||Poor|
|Ability To Build Frequency Quickly||Excellent||Good||Poor||Poor||Poor|
|Ability To Reach People Prior To Shopping||Excellent||Poor||Poor||Poor||Good|
|Does Not Require The listener To Seek The Advertising||Very Good||Very Good||Good||Poor||Very Good|
|Delivery To Multiple Household Members Simultaneously||Very Good||Very Good||Poor||Poor||Good|
|Highest Levels Of Reach To Most Consumers||Excellent||Excellent||Good||Poor||Good|
|Targeting People Under 40 Years Of Age||Excellent||Very Good||Poor||Poor||Good|
|Can Target People In The Car||Excellent||Poor||Poor||Poor||Excellent|
|Most Cost-Efficient Of The Major Media Forms||Excellent||Good||Poor||Poor||Good|
|Wide Array Of Formats To Complement Your Advertising||Excellent||Very Good||Poor||Poor||Poor|
Should I advertise?
If you have competitors..then YES! It’s a necessity that you consistently work at attracting customers, whether it’s repeat business or new business, in order to grow your sales. The key is to know how to target your advertising in a way that will convert prospective customers into loyal customers. With a proper advertising campaign you can target the right audience for your business and improve your chances for success.
Is radio right for me?
If people who listen to the radio do business with you, then radio should be part of your advertising strategy. Unlike Newspaper,Television or Yellow Pages, Radio is with us everywhere; in the car, at work, and in the home. Compared to the other media options Radio advertising is the most cost effective media and has better flexibility when it comes to targeting the customers you want. By the way did you know that 92% of adults listen to the radio every week?
What about television advertising?
While it can be an effective marketing tool, the cost of producing a good commercial that doesn’t look cheap can run thousands of dollars. In addition buying prime time can cost hundreds of dollars for just one thirty-second commercial. To get acceptable frequency and good placement on a popular network or program, can be quite costly which means you’ll get less advertising for your dollar.
What about newspaper advertising?
In today’s mobile and fast paced world your customers no longer get all of their information from the newspaper like they used to. As a business owner it no longer has the ability to target your customers as it once did. Additionally, in many instances, controlling the placement of your advertisement within the newspaper can be difficult at best. Plus the chances of your potential customers seeing your ad, amidst all the others, and retaining the information later is much less. Newspaper just can’t offer the frequency of radio.
What about yellow pages?
Like newspapers, the yellow pages is primarily an informational rather than motivational medium. The fact is most consumers say they would be more likely to call a business with a yellow page ad AFTER they had previously heard of the business on radio!
Which Radio station gets the best results?
For best results you should always advertise on a station that matches the target demographic of your product or service.
How long should I advertise?
How long do you plan to be in business? Successful advertising campaigns are consistent and ongoing bringing in a steady flow of new and repeat business. The consequences of advertising only when having a sale is that it trains shoppers to shop with you only when a sale is in progress. Unfortunately a sale means you’re selling merchandise at a lower markup which means you’re making less money. By advertising regularly and building your brand you can give customers a reason to shop with you all the time, not just when you’re having a sale.
How much should I spend on advertising?
Working with your sales rep can help you to determine a budget that you’re comfortable with, while providing a sufficient return on your investment. Radio has the best ROI of any media!
What is co-op advertising?
Co-op advertising is advertising that is paid partially by you and partially by one of your vendors. Contact your vendors and ask if you have co-op dollars available. You may find you have a hidden gold mine of advertising dollars.
What should I say in my commercial?
Your ad should try to answer these questions:
“Why should someone do business with me?”
“What truly makes me a better choice than my competitors?”
“What makes us special?”
Our goal is to grow your business by helping you to get a larger share of the market’s dollars than your competition.
What are the most frequent mistakes advertisers make?
Not having the right level of commitment and focus. Many business owners think they need to do a little of everything instead of doing one thing well. Advertising is like trying to get in shape. Getting started is the hardest part.
How do I get started?
Contact us so we can get the ball rolling. We’ll talk with you about what you want to accomplish, and work with you on a customized game plan for your business. Once you agree on the advertising schedule, we will develop a commercial that effectively tells your story or makes the case for your product or service.
Do you have any success stories?
We do! Just contact us for more information. Experience has shown that if you consistently follow the basic rules for successful advertising, your chances for success improve greatly. Our job is to assist you in developing a game plan and to keep you focused on your marketing objectives. This process stacks all the odds for success in your favor.
Some Evans Broadcast Success Stories: 1 Stop Ranch and Feed; America Rents; American Auto and Air; Big O Tires; Biggest Little Vape Shop; Bobo’s; Brother’s BBQ; Burger Me; Cabela’s; Dick Campagni Auto; Carolina BBQ: Carson Nugget; Clayton Homes; Consign Furniture; Dollar Loan Center; Doughboy Donuts; Dr. Sims; Duke’s Plumbing; Dynamic Diesel; El Adobe; Eldorado; Featherlite; GSR; Harrah’s; Hobey’s; Ideal Image; Jersey Mike’s; Lasik of Nevada; Lennar Homes; Lithia Subaru; Maccabee Arms; Max Casino; McDonald’s; Meek’s; Meineke; Michael Hohl; Mike’s Family Bail Bonds; Nevada Spas; Nissan of Reno; The Nugget; O’Cleary’s; Paul Blanco; Raley’s; RC Willey; Reno Guns and Range; Reno I-Phone and iPad Repair; Reno Vapor Emporium; Shopper’s Square; Sierra Air; Hot Springs Spas; Celtic Pest Control; Silver Legacy; Sierra RV; Skyfiber; Sparks Black Rifle; Subway; Summit Racing; SW Gas; Office Boss; United Blood Services; Un Cafe Italian Bistro; Virginia Street Antique Mall; and many more.
10 Secrets for Great Radio Ads
- Make sure your message is RELEVANT and COMPELLING
It’s important that your message is not only relevant to your customer’s life, but that it creates an interest in your business. Make them WANT to know more. When you get their attention it’s much easier to keep it which means they’ll absorb and remember more information about your business. Accomplishing that allows you to brand your company’s name into their long term memory.Use the creative abilities of radio advertising to paint a mental picture. Your goal should be to get across the experience for them of using your product, or explaining how your services will benefit them.
If they can picture it in their life, they will create a need for it. Tell them what you have and why they will want or need it. Give them a relevant reason to care about you and your business.
When you put your ad together there has to be a call to action….one that compelling and simple enough to be grasped quickly. Being compelling means having a “wow” factor and simple means they don’t have to stop and think too much. Make sure your ad answers the question: what’s in it for me? How will it make my life better, happier, or easier? Is it a product or service that will solve a problem quickly, safely, better and more conveniently than anything else? Be relevant and compelling and you’ll make the most of your ad time.
2. Be DIFFERENT and you’ll be HARD TO IGNORE
Radio is known as “The theatre of the mind”. That factor is an effective tool for attracting attention so you should never copy someone else’s ad. If you have unique elements, it will stand out among the commercial clutter. A sound effect, unusual theme music or “sound signature” will help your ads make a bigger impression. However if you use common clichés and generalities, the listener (i.e.: YOUR potential customer) will simply tune your ad out. Find an angle and do something different.
Today’s consumers are hit by over 5000 advertisements a day from billboards, signs, TV, print and online. This By being different you’ll lower the chances of people ignoring your message, or even worse forgetting it. Make your audience taste, feel and touch your product through the power of their imaginations. By being entertaining, making an interesting point or telling a story your ad will be anything but the usual!
- Forget the Phone Numbers (Because the listener won’t remember them)
If your phone number can’t get an order or sell a customer, and if you can’t make it the centerpiece of the ad, don’t use it. To be honest including your phone number is a waste of your valuable ad time. Most people are listening to their radio in their cars or at work and in both cases trying to remember or write down a phone number is expecting way too much. Remember there are many ways to find a business’ phone number… phone books, the internet, even calling the radio station. They’ll find it if they’re interested!
- Leave the Prices on the Merchandise
If you think it’s hard for a listener to remember a phone number try adding a bunch of sale prices! Again you’re better off using your ad time giving the listener a compelling reason to do business with you instead of rattling off a long list of sale prices. If you MUST include a price then feature one item, per commercial, to insure listener remembrance.
- Describe Your Location As Simply As Possible
Don’t do lengthy directions. State your location as simply as possible and unless your street address can be seen from at least a half a block away, don’t use it.
Instead use a familiar landmark or intersection or direct people to your website. Insert a Google or Yahoo Map locator on your site so that your customers can get precise directions on how to get from where they are to where you are.
- Don’t Make Your Customers Jump Through Hoops
Make sure your ad offers don’t make it hard for your potential customers to get what they want. Making people do extra work like mentioning your ad for a free gift or being one of the first 10 people, just to get a five per cent discount, generally doesn’t inspire anyone to rush down to your business. Instead you’re telling the vast majority of potential customers that they have to do something extra besides just showing up at your store. The only time this approach gets results is if the payoff is incredible (like giving away a million dollars to the first caller).
Instead reward your customers equally for coming in by offering great values and great service every time they walk through the door. All your customers really care about is how fast you can give them what they want and how nice you are about it.
- Keep it SIMPLE and CLEAR
Like phone numbers and sale prices if you try to promote too much information the listener will never remember it. In addition if you promote too much information that distracts or bores them you’ll lose them altogether. Your potential customer has too on their minds already with work, family, health, daily chores and errands so you can’t expect them to figure out or remember a complex message. Stick to only the most compelling point(s), and KEEP IT SIMPLE.
A helpful trick can be to repeat that main point to help consumers confirm they heard the information correctly and solidify it in their memory. If your message clearly states how your business can help the consumer, it will be remembered and your business will be Top Of Mind.
- Know your TARGET DEMOGRAPHIC
You have to understand who it is you’re trying to reach to get on the right path to an effective radio ad. Are you trying to reach someone that’s already interested in your product or someone who may someday be interested in your services?
Ads for “Today’s Buyer” can be easier to create, as they’re already interested in your product and are most likely just waiting for a good price point, special promotion or extra service to convince them to buy from you. In that case a hard sell or direct ad can very effective. However, if you’re interested in reaching “Future Buyers” you should keep in mind they may not even know about your product or business. For those customers you’ll need to get their interest so educate them by being unique and creative. Do a good job at branding with them and your company will be Top of Mind the day they decide to buy.
Finally keep in mind your target customer’s age range, gender, and professional status then choose the appropriate kind of radio station to advertise on. Don’t select radio programs or formats for your own personal likes or dislikes, but rather for the audience you’re trying to reach.
- Advertising is an INVESTMENT bringing you FUTURE BUSINESS and REVENUE
There’s an old saying: “A funny thing happens when you don’t advertise – nothing.” If you want your business to grow, you have to get your name and your products or services in front of your customers and prospects – and keep them there.
When you’re ready to get started allot a reasonable amount of money for your ads. You can’t expect good results unless you invest appropriately. Repeat, repeat, repeat! You won’t get the job done by running one ad. Repetition and frequency is one of radio’s biggest persuaders. For best results advertise day in, day out, seven days a week, 52 weeks a year. The results will build over time, and they’ll be lasting results by keeping you top of mind. Even if you just want your business to stay where it is, you need to advertise – because it’s a proven fact that you will lose up to 25% of your customers each year to relocation, competitors or death.
- Make sure you’re ready for the response
Once you’ve launched your successful ad campaign you’ll need to be sure your business is ready to handle the increased demands of new and returning customers. If you have a website make sure it’s also up to date and has sufficient bandwidth to cope with any extra demand.
Most importantly make sure your employees are ready. Once they walk in the door it’s up to you, and your staff, to not only make the sale but make them want to come back!
Is Radio Better Than Yellow Pages?
From Killian & Company
As many retailers have found out, The Yellow Pages are incredibly expensive, and few people under 60 use them.Many marketers say that when you invest in Yellow Pages ads, you’re setting fire to money.
Even Wall Street acknowledges that the days of printed directories like Yellow pages are numbered. The Wall Street Journal reports that media-research firm Borrell Associates says advertising in US print directories is expected to fall 39% over the next four years – the steepest projected decline across all local-media categories.
Over half of all customers go to the Internet first to find product information and sources. Even if they intend to spend their money locally.
A large percentage of young adults or business buyers never consult the Yellow Page directory at all. And they control an expanding chunk of dollars spent.
Print technology like newspaper and Yellow Pages is quickly becoming obsolete. They also take millions of dollars away from more cost-effective marketing tools, while delivering less every year. There are better uses for your budget, especially if you market goods and services to people who are under 60 years of age.
It used to be that you would let your fingers do the walking. But the only people who continue to do this are the ones who got into that habit decades ago. Google and Yahoo, to cite two websites, offer vastly more information, from more sources, more quickly. Also, it’s more accurate because book accuracy begins to decay the moment it comes off the printing press.
Look at your brand message: how can you best tell your story? If your business depends on “sales”, and other special offers through the year, the Yellow Pages are not geared to do this. Radio, television or print ads, are probably your best bet.
One of the things that makes Yellow Pages so expensive is that you cannot target your dollars. Unlike broadcast media, you have to buy every demographic, and can’t target your media. If your retail store targets women 18-34, your dollars are buying lots of waste.
So, why would you want to spend a king’s ransom on Yellow Page display ads? Those rectangles of static, limited information will be surrounded by every competitor you have. You’ve just spent big money only to set off a round of comparison-shopping phone calls. If you’re not the first one called, that can’t close the sale, then you’re the second or third called, and you have to be the low-price spread. It’s a lose-lose situation.
The first flaw is the dilemma: you’re spending money to be compared to every competitor, right there on the same page. It’s impossible to measure but easy to imagine how many sales you lost that way, greatly reducing your ROBI (Return On Bad Investment). Let’s get real: is your YP ad so magnetic that you will capture a reader’s eyes totally? So powerful she won’t even look at the ad two inches to the left?
The second flaw? Too many sales are attributed to Yellow Pages: Prospect A has seen your bus sides, heard your radio spots, and decides to call. If he looks up your phone number, the answer to “where did you hear about us?” will often be misattributed to that thing sitting in front of him.
Look at your numbers. If you’re a YP advertiser, you’re probably seeing declines from year to year, a continuing trend. The total number of YP users will decline, because, every year a portion of them will leave the market.
The phonebook requires an immediate cash outlay for the year, and is tough to budget for many businesses.
You cannot effect a change on your printed ad at anytime. This could be a huge disadvantage for some businesses.
Advertisements on the Yellow pages look similar; it will cost you more to look different and unique.
If you want your ads to appear in all states or cities, you have to advertise in different phonebooks – imagine how much it would cost.
It’s very expensive.Regardless of the number of people actually using the phonebook, which continues to decline, you are still paying the same advertising cost.
Overpriced, under performing, and outdated. You should keep a simple line listing for older people who need to look up your phone number, but quit display ads cold turkey. Start now, because it will take some time to recapture and redeploy those budgets.
Consider anyone who says “oh, our company has always used the Yellow Pages” as a person failing to adapt to changing times. That’s understandable, actually, because none of this would have been true ten years ago. Even five years ago, before high-speed connectivity got so widespread, it was not a slam dunk. Many of the clients we speak to admit their YP results are in year-to-year decline.
Are there exceptions? Of course. If you’re a locksmith, or a computer repair shop, you must do some advertising there. Likewise, if you’re marketing to the elderly or to the poor (credit furniture, payday loans, monthly-pay car insurance, bankruptcy counseling), the Yellow Pages might be cost-effective.
Your best media strategy? Assuming you’re not one of those rare exceptions, is to take a close look at your Yellow Page budget, and see where it can be more effective in your local market.
One thing is fairly straightforward and immediate: if you’re spending more than the very minimum on YP, it may be time to kick the habit.
Is Radio Better Than Newspaper?
Roy Williams, President the “Wizard of Ads”, a well known advertising consultant said,” If you (1.) make exactly the same offer on radio as in the newspaper, and (2.) spend exactly the same amount of money with each media, (3.) across precisely the same span of time, radio outperforms newspaper nearly 14 to 1.
Here Are Some Of Newspaper’s Disadvantages
Decreasing Penetration: Gone are the days when almost every household subscribed to at least one newspaper. Just after WWII, there were more than 1.2 newspapers in the U.S. for every household. Today, it’s 0.4, meaning that on average, a household subscribes to less than half a paper. (RAB Newspaper Performance Reports, based on ABC data) (Knight Foundation, 2011)
Ad Clutter, No Separation: Your ad placed next to your competitors’ can only be an advantage if your price is absolutely the lowest.
Passive: The paper provides information once consumers decide to buy, but it does not build brand awareness or create product demand. Newspaper advertising thus works mainly for comparing prices.
Browsers, Not Readers: Most people don’t read all sections of the paper every day. Ads in a given section reach only those who read that section.
Can’t Target: It’s difficult to accommodate selective approaches that improve your cost efficiency and enhance frequency against clearly defined, high-potential customer segments.
Declining Ad Revenue: All three major newspaper print ad revenue categories have declined sharply in recent years. When compared to 2010, Retail is down 42% since 2005; National is down 45% since 2003; and Classified is down 67% since 2005. (State of the News Media, 2011)
New Competition from Outside: One of newspaper’s ad categories (classifieds) is under attack both from Internet sites and radio stations.
Aging Audience: Newspaper readership skews older (50+).
If you’re an advetiser that uses newspaper, here what you need to know:
Less ad clutter: Radio features commercials one at a time unlike newspaper that often displays multiple ads on the same page, diminishing branding opportunities.
Radio Excels: Where newspaper is deficient, Radio excels. Combining the two in a media mix capitalizes on the advantages of both media.
Excellent Reach: Radio reaches 72% of adults every day, and 93% every week. Using Radio together with newspaper increases the reach of your advertisement among light readers and younger consumers.
Time: Sixty-two percent of shoppers listened to Radio 13 minutes prior to making a purchase -– providing the greatest “purchase proximity” of all major media. Combining Radio with newspaper allows you to influence more customers and closer to the point of purchase when they are most receptive to critical marketing information.(Radio Marketing Guide, 2011)
Linear Medium: Radio is a linear medium, unlike newspaper where the reader can skip past ads.
Intrusive: The success of your marketing strategy depends greatly on how you reach and motivate your customers before their decision to purchase has been made. The intimate power of Radio can stimulate new demand by creating emotional reasons to buy your product and then directing customers to the newspaper for detailed information. It can help maintain loyal customers by keeping your name or brand image top-of-mind.
Listeners hear commercials: Newspapers like to be judged on how many subscribers or readers they have, not on how many people read an ad. Radio judges itself on how many people are available hear a commercial (Average Quarter Hour). Newspaper readership is more comparable to Radio’s cume audience.
Targetable: Radio programs many different formats, each attracting a particular demographic or lifestyle listener. Advertisers targeting a specific audience often find Radio more efficient than newspaper.
Message Frequency: Radio adds impact through message frequency. That means bigger and faster results because repetition sells.
Radio’s Efficient: Of all media, radio is the most efficent!. You get more bang for your marketing buck than any other media today.
Frequency Equals Success
Only RADIO allows you to achieve the message frequency necessary to stand out from the competition!
In 1885, researcher Thomas Ebbinghaus did a study on people’s ability to retain information. He called the results the “Curve of Forgetfulness.” Ebbinghaus found that a person forgets 75% of what he/she has learned in the previous week. After three weeks, he/she forgets 90%. After four weeks, he/she forgets 95%.
In terms of advertising, it is crucial for the advertiser to make the message important enough for the individual to want to retain it and act on it.
Source: The Nielsen Company, Beyond The Ratings
The average person is bombarded by approximately 3,000 marketing impressions each day. To break through this clutter successfully, you need a medium that not only targets your best prospects, but also delivers the message enough times to make a lasting impression.
Radio advertising uniquely is intrusive. Consumers listen only to their very favorite stations – and they listen for long periods of time, giving you the best possible opportunity to achieve the message repetition necessary to a successful advertising campaign.
And, on radio, you stand alone…in the spotlight!