Do I need to advertise?
If you are
like most business owners,
you put a lot of time and
effort into the products or
services you offer. However,
without advertising, no one
will know about your hard
work and that mean fewer
sales. Every company has
competitors--even if you
offer a one-of-a-kind of
product, there are dozens or
hundreds of other businesses
looking to persuade your
potential customers to spend
their money on other items.
How much should I spend on
advertising?
Advertising
equals exposure. The more
you buy, the more exposure
you receive and the more
opportunities you have to
sell your products. However,
advertising does not
actually sell your products,
you do. Advertising gets
your message to the public.
All the exposure in the
world will not make people
buy an ineffective message.
Before deciding how much
exposure you can afford,
formulate a message that
will excite people.
What does radio advertising
cost?
Each ad
campaign can be custom
designed to fit your
business, your goals and
your budget. Low impact and
public relations campaigns
can cost $100 to $200. Most
of our clients budget
between $300 to $1,200 per
month for radio advertising
depending on the exposure
that need.
Why should I budget for
advertising?
Few people
would argue that good
planning is essential to
success, especially in
business. From buying
supplies to hiring labor to
finding a location, planning
is essential to running a
successful and efficient
business. And since buying
advertising is generally
done late in sequence of
opening a business, problems
in planning result in
spending too much money
early on and not leaving
enough for advertising. It
can be like building a
sports car and then deciding
to cut costs by not buying
any gasoline.
Perhaps the
best way to plan for
advertising is to think of
it the same way you think of
a utility. No one would
consider opening a store
without paying for
electricity to light up the
place or not installing a
telephone because you can
use “word-of-mouth.”
Why should I advertise on
radio?
Radio has
often been described as
word-of-mouth evolved to the
highest level. Most people
buy products as a result of
one of two types of
decisions; emotional
decisions or logical
decisions. Radio is uniquely
qualified to appeal to both
types of decision makers.
Radio can provide regional
exposure at a lower cost
compared to the cost of the
same coverage in local
newspapers. Radio can
provide regular exposure
spread over a long time or
intense exposure within a
limited time. Radio is
perfectly suited to
providing
Top-of-Mind-Awareness
(Sometimes referred to as ‘TOMA’).
What is TOMA?
Top-of-Mind-Awareness (TOMA)
means when someone has a
need or want, they
automatically think of your
business. TOMA does not
generate instant response,
rather it seeks to build a
reputation that will pay
long-term benefits. Offering
a cheap burger will get
customers in your door
today, but next week they
might not be willing to pay
the normal price. TOMA
promotes your burgers as
“the only” burgers worth
buying. Listeners may not
come into your restraint
today, but for years, when
they want a burger, the
first place they think of
will be you.
