Effective Radio Advertising Tip of the Day #6

The most effective radio advertising tip when promoting a product and a store.

The term piggybacking is used when an advertiser buys a 60 second radio spot to advertise 2 products of the same category or that are related to one another. For instance, right now I am working with a watch company owned by a man (for reference) named David. David not only sells high end watches but he also owns a very high end jewelry store in which he sells these very watches. As part of our promotion for his watch company and his jewelry store we are running 60 second spots instead of 30’s.

Lets say on average a 60 second spot was going to cost $500 dollars to air, and a 30 second spot was going to cost $400. By buying a 60 second spot we can split the commercial up into two separate advertisements and save $300 dollars per commercial. If you were running 10 spots a week this would total up to $1300, and over a 4 month period $28,000.

Here’s how it works: In the first advertisement we focused on his Jewelry store. We talked about different things that made his jewelry store STANDOUT from his competitors and captured the audience with a desirable reason to visit the store.

The second commercial focused on David’s watches. We had our radio personality do an endorsement and talk about how much he loves the watches. Then at the end of the commercial we tell the listeners that they can buy the watches at the jewelry store mentioned in the commercial prior.

By doing this we are not only cutting costs but by putting similar products in 2 seperate commercials back to back but we are also increasing our frequency. Now the consumer just heard two seperate commercials about the same store and associated both positively and in a similar category of nice jewelry and nice watches.

For more radio advertising tips or if you are interested in direct respond advertising in Los Angeles, or Orange County call 818 566 4646 or email me at cameronsamimi@clearchannel.com

If you think talk, or news radio advertising on KFI AM 640, KNX 1070 or KFWB News 980 in the Los Angeles Radio or Orange County market is right for you I would be glad to offer a free consultation of your company to help you better understand your advertising options.

Effective Radio Advertising Tip of the Day #5

In direct response radio advertising you either must have an 800# that is easy to remember, preferably with words, or a very simple web URL. The question is, do you ever use both in your ad? Well you do if you can use it tactically. For instance, when you are talking about your company in your ad, instead of saying, “Traffic Gauge is offering a new product. Go to trafficgauge.com or call…,” say, “Trafficgauge.com is offering a new product go to trafficgauge.com or call….” This way you now already have said your URL twice, increasing your frequency, and your effectiveness.

There are two types of people in this world. Some people like to go on the internet and research a product before they buy it, the other type prefers personal service. The first will go on the web to learn about the product and your competitors, read reviews, and find out everything they can before they make their purchasing decision. These people are always going to shop around before making a decision and are not necessarily loyal to your company but to the price and value they are receiving. The other type of person likes to do the opposite. These individuals rather call an 800 number and talk to a live person then spend the time trying to do research on their own. These dedicated customers typically are your best clients as they will remain loyal to you for many years. This still doesn’t answer the question of whether to use a phone number or online as both are necessary to attract a specific client base.

Look at it this way; if I am running an online business that primarily makes it’s sales via the web, then there is no doubt in my mind that as an advertiser I should focus on driving traffic to my URL rather then a 800 number. On the other hand, if I am running a service oriented business that depends on customer interaction, then as an advertiser I should definitely be using an 800 number for my customers to reach me so that my sales people have direct access to the potential client.

When picking a 800 number try to avoid numbers with 7’s or even 0’s. The reason that seven and zero’s are bad is that both of these digits require an extra syllable when reading a script. When creating a direct response advertisement you should focus on saying your telephone number 3-4 times. Radio = frequency. The more times you say your number, the higher the chance your listeners are going to remember it. If you have a telephone numbers with sevens or zeros in it, this could potentially increase the length of your ad by 2 seconds which limits your already short 15-30 second ad.

If you are considering direct response advertising email me at cameronsamimi@clearchannel.com

Or call me at 818 566 4646 for a consultation of your company

If you think talk, or news radio advertising on KFI AM 640, KNX 1070 or KFWB News 980 in the Los Angeles Radio market is right for you then call me to setup a consultation.

Radio Advertising Tip of the Day #4

In Radio Advertising being #1 in a category is easier when you are first in that category.

I am sure by now every radio listener has heard of orange oil. It’s the new alternative to tenting your house. Every termite company out there is going to tell you that they provide the best orange oil service. So many companies are doing orange oil termite services that the Los Angeles Radio market has become flooded. Regardless, certain companies will remain #1.

Why is this? These companies were the first in the market. Anyone who makes a product first has the market advantage in becoming the most known name in the consumers mind. By being first you have instantly branded your product by associating it with your name. Coca-Cola was the first to create coke and other soda products and thus will always remain dominant in the market. Coke and Cola are both names associated with the Coca-Cola company. Napster was the first to offer file sharing via the internet for music, and until the crackdown, they were the dominant name. Or what about the Razor scooters that were so popular among kids 5 years ago. Anyone that has a kid knows about Razors and probably saw about 15 other brands of scooters that looked exactly the same. I would challenge most parents or kids to name any of these other brands.

Does this mean if you can’t be the first in the market that you shouldn’t even try to advertise. NO!!!. All you have to do is be the first to reach a specific audience. To go back to the Orange Oil termite example, Jeff Hiatt Termite was the first to reach out to the KFI AM 640 market by advertising in the AM drive. As of right now they own that market share and for anyone to take the dominant name in a KFI listeners mind, they would have to spend at least 3x the amount Jeff Hiatt is spending to make their name stand out. Miraculously, there is one other very successful Termite service that is advertising on KFI AM 640.

Pacific Coast Termite is on KFI AM 640 but they are not competing with Jeff Hiatt. How did they do this without trying to outspend Jeff Hiatt? PCT decided to be first in a seperate daypart. They currently dominate the PM drive on the John and Ken Show where there are no other termite companies advertising.

If you are looking to get into radio but you feel the market is swamped with similar products or services already, then find a untapped day part or radio station and try to own it. Or if you are first in the market, maximize your branding and advertising potential before competitors swarm the market. This way you will always be first.

If you are considering direct response advertising email me at cameronsamimi@clearchannel.com

Or call me at 818 566 4646 for a consultation of your company

If you think talk, or news radio advertising on KFI AM 640, KNX 1070 or KFWB News 980 in the Los Angeles Radio market is right for you then call me to setup a consultation.

Radio Advertising Tip of the Day #3

Invest in a 14 week schedule on two stations rather then a 2 weeks schedule on 14 stations.

Direct response radio advertising is not an exact science but we do know what works. Picture yourself as the consumer. If you hear an advertisement on radio, unless it is overwhelmingly compelling and was able to capture your attention right away, there is a good chance you are going to forget about the company before you ever even need the product or service.

In radio advertising the average consumer needs to hear an advertisement 3 times before they will be able to recall what the commercial was saying. As consumers our ability to spend money on products varies from day to day. So when the day comes when the consumer needs your garage door, account fraud service, or your orange oil termite services, you want to make sure that they think of your company first.

How do you do this? Frequency! Frequency! Frequency! Have you heard me mention before that radio=frequency. Don’t spread your advertising campaign to thin and don’t sell it short. It is more effective to have 14 weeks of advertising on 2 stations then 2 weeks on 14. Likewise it is also better to have 14 weeks of advertising on 1 radio program, like the John and Ken show on KFI, rather then spreading your advertising thin across all the programs that the station has to offer.

Target one audience, frequently, for an extended period of time.

Those who chicken out after not seeing their desired results after 3 weeks are going to walk away upset, where the person who decides to stick it out the next 14 is most likely going to be the next Talk Radio Advertising Millionaire.

If you are considering direct response advertising email me at cameronsamimi@clearchannel.com

Or call me at 818 566 4646 for a consultation of your company

Who says you need to see the product?

I had a client once tell me that his product wasn’t right for radio because it is a product that needs to be seen.

I started to think about it and almost agreed with him, but instead, I asked him a question.

“Have you ever watched a movie about a book that you have already read?” I asked

99% of the time (maybe with the exception of Beowulf in IMAX 3D which is actually pretty good) the book tends to be leaps and bounds better. Why is this? Words are imagery of the mind. You can always paint a better mental picture then real life can show you. Mental images are as vivid and when formed by the consumer come into thier mind typically in the ideal state. As an advertiser you have the power to form these powerful images in your consumers mind.

Do you realize that you can empower your radio listeners to see themselves as financially wealthy, enjoying watching their favorite NFL team on their OWN BIG SCREEN TV, and even make them see the benefit of having your product in their life.

This is where the real challenge comes! Do you have the ability to paint a powerful mental image about your product or services that is appealing to the consumer. In order to do this you must first put yourself in their shoes. Of course you know why your product is great but does your consumer. If you were the consumer what would make you want to buy the product.

If you are interested in creating powerful direct response advertising campaigns please email me at cameronsamimi@clearchannel.com Or call me at 818 566 4646 for a consultation of your company.