If you are looking for an effective way to market your business, grow your client base and make more money then you've come to the right place! The KMOO sales force is ready to make you a part of the team! Please feel free to call Jason Hightower at (903) 569-3823.  Gary DeArmond, Tonya Slayton, Angie Findley, David Chenault, Trenton Reed and Jason Hightower will put their years of experience to work with you in developing a radio marketing plan.

   If you would like more information about using the power of radio to increase your business, call or fill out an online request form. We will contact you within two business days. Your information will not be shared with any other party.

Effective Marketing on Radio
By Roy Faubion

There are three important elements to an effective advertising campaign: Reach, Repetition, and Strong Offering. Omit either one of these and you have the potential for disappointment in your advertising efforts.

I define Reach as "An event that brings the advertiser’s message, logo, name or other awareness factor in contact with a potential customer/client. This event may be nothing more than quick glimpses of the advertiser’s logo on the return address part of an envelope. It might be a thirty-second exposure to an advertiser’s message in a radio commercial. In order to influence a person your business must somehow come in contact with that person.

I define Repetition as the number of times a potential customer comes in contact with your business’ logo, name, message or other awareness factor. Repetition on KMOO is provided through a long-range daily exposure schedule that offers repeat messages over a period of time. It is also provided in short range high volume schedules that have more commercials in each day.

I define Strong Offering as a message, logo, name, or other awareness factor that has such attraction capability that it could draw a potential customer into your place of business if the exposure has repeated itself enough. A Strong Offering might be a Special Sale, Timely Important Information, Definitive Business Name (a name that self describes the nature of your business), or any message that drives to the emotional motivation center of a potential customer. I believe that most buyers are driven to purchases by their emotions, using a certain amount of logic as their justification to buy. Of course, buyers using logic alone (mandatory purchases such as light bulbs, gasoline, etc.) make many purchases daily. But from a marketing standpoint I prefer to drive to the emotional heart of a prospect, substantiating my message with a minimum of necessary facts from believable sources.

Speaking strictly from KMOO’s position…

Reach is provided by our strong marketing effort to attract and hold a large and loyal audience. This is done through the unique traditional country format on KMOO, experienced, interesting and entertaining air personalities, and fun on-air and in-store promotions ($99 weekly drawing, free concert tickets, Dodge truck giveaway). We are confident in the audience to whom we deliver advertising messages.

Repetition is provided through the combined effort of our sales staff and the advertiser in working out the best schedule of commercials for the available budget. It is our desire to work toward optimal scheduling as opposed to maximum or minimal scheduling. But, speaking rather candidly, we want to achieve the most bang for the bucks. Not every advertiser has the same budget, or even the same potential return from the marketing effort. Because there are so many factors to consider it is best for the KMOO sales representative to confer directly with the advertiser and thoroughly discuss the main question and the avenues available to achieve the desired result. The main question is always directed to the advertiser: "What do you want to have happen as a result of advertising on KMOO?" This question must be clearly enunciated before any marketing campaign can be effectively designed.

The strong offering is not nearly as difficult to achieve as my definition above might infer. But, all too often the advertising message is treated as an after thought. It is not too unusual for an advertiser to say to a KMOO representative, "Just work something up." As the owner or manager of a business you should directly involve yourself in the writing process of the radio commercial.

Catching the attention of the listener is important, but it is not everything. A dinner bell at the beginning of a commercial might well perk up the ears of a listener, but if the bell sound does not tie into the message it probably will be of little value. However, if your business is a restaurant and you want to promote your lunch hours, the bell may well be a plus to the commercial. Following the dinner bell sound the message should appeal to the listener with low prices, home cooking, service in ten minutes, or something similar. 30 years ago sales and marketing people were advised to "sell the sizzle instead of the steak." That is still good advice. It’s one thing to talk about a delicious steak and quite another to put the sound of a sizzling steak in the background with a three or four people commenting about the steak’s delicious flavor.

Every business has a "sermon" and that sermon needs to be preached with fervor to everyone that you can get to listen. Identify your business’ sermon and work with KMOO to preach it to the lake country.