Radio & Magazine Advertising Packages
Why Advertise on WSKV?
Radio Advertising 101 RATE BROCHURE
All business owners want advertising to be easy. I completely relate to this ideal desire, but in reality, all good things require a little discipline to acquire or keep them. Now that we’ve framed our minds around the concept of investing a little work for a good outcome, let’s think about marketing and/or advertising your business or organization.
You have landed on this “advertise with us” page for a reason. By not choosing the "Agency" option from the splash page, this tells me you are fiscally responsible and smart. Not all but many advertising agencies have a very high cost to value ratio. They are like big cattle farmers; they’ve produced a system that works for most and that offsets their losses. “Their losses” by the way, would be defined as wasted money, substandard commercials or ads, lazy placement of advertisement, and in some cases completely failed campaigns.
So then why do companies use agencies? Two major reasons: First, some companies have more money and are willing to accept waste so that they don’t have to worry about advertising. The other reason is that companies have been fooled into paying more than they should for advertising because they don’t have a “department” that covers advertising. Again I want to reinforce, just like lawyers, not all advertising agencies are bad, but just expect them to take their cut and in the long run cost you a bit more than doing it in-house.
Marketing Plan – Customer Worth
If you are looking to market your business, here are some tips which are also covered in the video below if, like me, you are an auditory learner. First you must commit to lay out a marketing plan. If you aim for nothing, you will hit it every time, right? You need to figure out how many customers you want. This may sound a bit crazy, but this helps you set reasonable expectations for your marketing plan. What is a customer worth to you? $5, $50, $500? If you only advertise a sale item and you don’t have a peripheral to attach to that item, then your advertising could cost you a lot more than you're thinking! Again, this is very basic thinking but well worth your time to consider. To calculate what a new customer may be worth, simply divide your average daily sales by your average daily customers; that may give you a feel of what a new customer is worth. Note: Remember, loyal repeat customers should always be your main focus!
Whether you are a new or established business, there are some marketing components that you must consider. First is “curb appeal.” How does your sign look? Can people find you from your signage? Do they know you're open? Do you have your hours posted in vinyl lettering and do you keep those hours? Do you provide good customer service? If you are the owner then you may believe all these things are fine, but I would encourage you to get someone you trust to help you evaluate these types of questions honestly. Also don’t forget local chambers and universities offer many great FREE customer service classes!
Next you need to consider your web or social networking component. You may need a website, but that can come in time unless your business is dependent on e-commerce. At a minimum you must have a Facebook page for your business! There are several other social networking options out there that would be very good to spend time on, but Facebook is fundamental and FREE unless you want to use their advertising - which from my personal experience is fantastic and well worth strategically using to boost your presence in that arena.
If you’re looking for low cost advertising solutions, a very traditional yard sign, handbill and/or poster campaign can go a long way. I would not recommend putting flyers under the windshield wipers of cars or direct mailing as a rule, but some people do use it with success. Also if your material is dated please remember to take it down at the end of the promotion! The cool thing about yard signs, particularly over their big brother the billboard, is that they are low cost and mobile! You can change which corner they are on which can cause a very cool interaction game with potential customers. Be careful when designing yard signs or posters - give some thought to keeping it simple because, in some cases, they will be passing your signs at 35-55 mph. If your font is too small, there is too much information, or the coloration is such that there is not enough contrast to read the message, your yard signs will fail you.
Next to consider on your marketing plan is local newspaper. Newspaper feels really good. You see your business in black and white in your local community and it just boosts your morale. I think newspaper is still a very viable advertising medium but be cautious - make sure that the reading audience are your customers and that you put a big enough ad for it to be useful. I am a proponent of one large ad in a month’s time being better than four tiny ads.
Regional magazine is another great way to advertise, but remember ad size and reading audience are fundamental in deciding how much money you place on this chip. Usually this advertising venue allows for color ads which can help in making your ad pop and reach a great audience!
That’s why you’re here, I know, but if you get radio before you’ve looked at the other pieces of your marketing plan, then you will do yourself a major disservice. Radio is taking your message and amplifying it! Radio can be done while viewing all of the advertising mentioned above, and if it hits together, you have a very powerful ad campaign! What type of ad do you need? There are two major types of ads to consider. First is the “name recognition” type of ads. These are short 15 second or less and cost much less per play but are used in higher intensity. The second type of ad is a “time spent” ad. These are 30 second or 60 second ads and will give information about product offerings, events, sales and sometimes multiple ways to contact the entity during peak times. Ads can range from serious to funny but remember radio is the only medium to create “theatre of the mind.” By using descriptive words, situations and characters, the listener interacts with the ad and creates an image (either good or bad) about your business! Also you want to think about when to run your ads. Consider the demographic you are trying to reach and hit those parts of the day first! Remember, local radio like WSKV is much more engaging than our bigger brother,s so don’t be deceived that a larger audience is better. My recommendation is that you do both if your budget will allow. I’m not trying to talk you out of any advertising outlet - rather the opposite. When you advertise in multiple different ways you are creating a reputable image, and remember those advertising representatives are customers too! Please feel free to contact me if you have any questions on radio advertising (859) 771-9676 or firstname.lastname@example.org.
I know this is rare in radio advertising, but we here at WSKV want to deal fairly with all of our customers so we publish a standardized rate sheet for you to look at before you contact us. Also people much smarter than I have done a study of how many commercials you should consider per week to guarantee you break even on your advertisement. There are so many variables that affect this number, but it gives you a starting place. Remember when you look at our coverage map that this is detailing our direct broadcast area and not our online presence, which draws over 100 five or more minute launched streams a day. Also remember to ask yourself not if you’re located in our broadcast area but rather if you want the customers from that area.
Quickly I would like to say a few words about TV, Billboards and non-traditional advertisement. TV is awesome if you are looking for a statewide or national audience for your product or service, but remember it must be done well! Moving sight and sound is fantastic but it is expensive in most cases. When you see a poorly done, standard definition, unbalanced lit or badly edited commercial, one automatically makes a judgment call about that business, so be careful! Billboards are the number one complained about media that I come in contact with on a daily basis. Billboards can be very powerful if they are combined with a radio push, but without that they become very expensive per interaction and are often ignored after 2-3 looks. So unless they are along a route where you acquire tons of first impressions or you have the funding to change them monthly or bi-monthly, then I wouldn’t go there. Lastly, I want to mention sponsorships of school sports, local festivals, golf scrambles, clubs, organizations, etc. This can be a very effective form of advertising, but you must be careful because it can become very costly! Also you have to maintain balance among organizations. Remember the members of these organizations are customers! Also if you sponsor someone’s kid, it speaks volumes about your business!
Don’t forget that co-op, bulk buys, business share programs and more can help all of your advertising become more affordable, so check your vendors or building owners for special options. Hopefully some of my blog-ish material has been helpful. If you notice, I didn’t spend time on statistics. It’s not because I’m afraid of them, it's merely because they can be used to say just about anything! I want you to be a huge success in your business, so if you have any questions about promoting your business, I would be happy to help or pass you on to someone that is more specialized in a particular area (859) 771-9676 or email@example.com. My least favorite radio ads are going out of business sales! So be smart, develop a marketing plan and hopefully at some point I can help you with some radio!