Posted by maman2132 in
Advertising on 10 19th, 2008 |
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In the world of sales, radio has a reputation, step-cousin odd. You know the one. Nobody knows what to do with him. Especially at family celebrations, if everyone tries hard to avoid meeting with him. (Indeed, who knows, he started to speak.)
Much of the reputation of the radio is difficult to follow. On the one hand, the radio works. Companies of a notice to the turnover, if added, radio mix. However, radio does not test well. As part of surveys and other methods of monitoring, radio tendency to claim the score.
A good friend of mine, which is also a sales consultant, but before she sold radio for many years, has a theory about this. She says radio works on a subconscious level or involuntarily. People remember the ad-but that it is to radio. So they tend to credit to another medium for display as the Yellow Pages. Yellow Pages gets a coup, while the radio down a few points.
Regardless, radio should not be ignored, because it works. And many sales consultants is to say, probably radio is an excellent support for a local market.
However, I believe there are possibilities beyond just local clients.
Internet-Radio shows are available from the start in a big way. Ie, advertising and sponsorship are also out of service. In addition, “offline” methods have proven quite effective, visitors online. If increase in Internet traffic is your goal, with traditional media to increase traffic should be a part of your mix.
If people already know, you (which may be in your local market) they are rather fidelity. And they tend to send more customers to your website. Depending on the costs of radio in your town, radio May, a very low cost, for a good viral campaign going. (A viral campaign is when to send your clients advertising on your company e-mails, articles, website URL, etc. to their friends and family members.)
Here are some other positive reasons for the operation of the radio:
* Accessible – if you compare exchange rates in cash on the spot, radio tends to one of the cheapest car outside media. However, there is a place not to do. To reach your target group, you need to purchase several spots. That is why radio can also be more expensive in the media. There are possibilities, but according to his expense in any case, the benefits of radio – for example, buying fewer spots, but they all operate in one or two weeks, so that your customers tend to listen your message.
* Psychological, if you voice advertisements themselves – the consultation of your voice makes people think, how they “know” you. (Hence the popularity of audio on Internet sites. Indeed, sales gurus say that by adding audio to a website significantly increases the number of people are buying.)
People tend to buy people and companies they know and trust them. Your Voice consultation helps them feel as if they know you. These psychological aspects May another reason for the adoption, is a radio ads in your local market, even if you have Internet business.
* Speed – can do you up and running as soon as possible.
* Loyalty – listeners choose stations based on the music or shows they want and they are usually very loyal to this station. If you know what your customers enjoy listening, it is an excellent way to reach them. (I, both music and talk shows on this point.)
* Good support medium – radio works very well if combined with other sales (such as printing, direct mail or television).
But for everyone, there is a negative. In the spirit of being objective, here are a few for radio:
* Background medium – radio tends to be in the background, which means it tends to be ignored. In general, your target group should be suspended for your ad longer than other media sales, before acting on your message.
* Little long – the absence of images of the radio is to “keep” with the man. At least that is what some of the sales gurus say. But here too, my friend of sales consultants different. She believes that the subconscious, which again.
And if you can write on the ground that creates images to your customers’ heads, you can actually work to your advantage. Indeed, after my friend, if the picture is defined enough, not only retain the ‘man, it is preferable but also think it was a print advertising instead of a radio message. (learn more about the art of creating images with words in spending. )
* Hard to follow – it is impossible to know exactly how many people are in the mood at any given time.
A final point: Because radio is sub-conscience, do you think, keeping in mind that, as Crafting your ad. Repeat you very much for your company and all other brand-info, it is in the heads of your customers. No phone numbers. Instead, the acquisition of a site to remember domain name and repeat. And do not forget to create “pictures” whenever possible.
Creativity workshop – How can you radio in your company?
Radio work do for your company? Let’s to find out.
Take a sheet of paper and a pen of fun. (I’m party to gel pens.) Draw a line to the middle.
On the one hand, you define the header: Why advertising on radio is a good idea for my business. On the other hand you the header: Why advertising is a bad idea for my business.
Now select a page and start writing definition reasons.
You may need more practice starting with the page, the easiest for you. So if you work on another page, you can again for the reasons.
For example, we say it started with the wrong idea. Was one of your reasons: My product is completely visual. You can, for example, the words “Because my product is visual, I have to work harder, for images in my clients’ heads. And because customers their own images, they tend to remember.”
Or what if you started with a good idea, and one reason was: “Because my business is local. It could for him and say: “Since the radio is me – I am only on the local market.” (Ah, now I am also going against what I said. Perhaps it is this statement could find ways for your customers to spread the floor outside the territory of your business.)
As we have seen my last example, you’ll be surprised at what’s coming out if this exercise. Even if you do not change your views on radio advertising that you may have come with new knowledge and performance for your business.
