WE KNOW YOUR QUESTIONS:
Why Should I Advertise?
·
Advertising creates store traffic.
· Advertising attracts new customers.
· Advertising
boosts and maintains moral.
· Advertising is an investment
in success.
· Advertising encourages repeat business.
·
Advertising generates continuous business.
· Advertising keeps your business top-of-mind.
· Advertising keeps you in the competitive race.
· Advertising
gives your business a successful image.
· Businesses
that succeed are usually strong, steady advertisers.
Why Should I Use Radio?
·
Radio can reach on-the-go consumers!
· Radio allows you to establish a special relationship with consumers.
·
Radio can cost-effectively break through the lines of media bombardment.
·
Radio’s on-location remote broadcasts are both powerful and profitable.
·
Radio’s unique, specialized formats allow you to target your best prospects.
·
Radio reaches prospects closest to the point of purchase.
·
Radio can bridge the gaps left by other media options.
·
Radio provides unique specialized on-air promotions.
·
Radio is king for establishing top-of-mind-awareness.
·
Radio can influence new markets and prospects.
·
Radio can complement other advertising platforms.
·
Radio's listenership remains strong, while time spent with other media declines.
The Golden
Strip’s authority for News, Talk & Sports.
For more than 53 years, if it’s heard in the Golden Strip,
It’s heard on WFIS!
Frequently Asked Questions:
Should I advertise?
If
you have competitors working to attract your customers, or if you want to consistently grow your sales and make more money,
then advertising is a necessity. The key is to know who your customer is, and why they like to do business with you. Once
you know the characteristics of your best customers, you simply need to target your advertising in a way that converts prospective
customers with similar characteristics into loyal customers. It is important to remember that most businesses are simply unable
to effectively be all things to all people. Always keep in mind that when you select a particular advertising vehicle (radio,
television, print, outdoor), you are buying an audience. The goal is to buy the right audience for your business and improve
your chances for success.
Advertising creates store traffic,
attracts new customers, boosts and maintains morale, is an investment in success, encourages repeat business, generates continuous
business, keeps your business top-of-mind, keeps you in the competitive race, gives your business a successful image, and
businesses that succeed are usually strong, steady advertisers.
Is radio right for me?
If radio were
invented today, it would be all the marketing rage. Why? Because we live in an on-the-go society, and unlike newspaper or
television, radio is with us everywhere; in the car, at work, and in the home. Radio is an affordable, mobile, and intrusive
medium that provides advertisers with the ability to target a specific audience. When used correctly, radio provides a cost-effective
marketing platform for nearly any type of business.
Radio can
reach on-the-go consumers and allows you to establish a special relationship with consumers. Radio’s listenership remains
strong, while time spent with other media declines. Radio can cost-effectively knock through the sea of media bombardment.
Radio creates success with powerful and profitable on-location remote broadcasts. Radio’s unique formats allow you to
target your best prospects. Radio reaches prospects closest to the point of purchase. Radio can bridge the gaps left by other
media options. Radio provides unique specialized on-air promotions. Radio is king for establishing top-of-mind-awareness.
How do I get started?
Research our website to answer your basic questions. When you’re ready
to take the next step, contact us so we can perform a custom marketing analysis for you. You can do this online, or you can
meet personally with one of our account managers. After answering a series of questions and telling us what you want to accomplish,
we can put together a customized game plan for your business. Once you agree on the advertising schedule, we will develop
a commercial that effectively tells your story or makes the case for your product or service.
What are the most frequent mistakes advertisers make?
Not having the right level of commitment and focus. Many business owners think they need to
do a little of everything instead of doing one thing well. It’s been said, “I throw my advertising dollars against
the wall and hope some of it sticks.” Almost any business can get all the customers they need by simply attacking and
dominating the right radio station.
Throwing in the towel
before the advertising can work. Advertising is like trying to get in shape. Getting started is the hardest part, and the
rewards for your time and effort are not always readily apparent. However, with a healthy dose of commitment and focus to
your plan, you will eventually enjoy the results. Successful advertising is no different.
I want to build my business, what do you suggest?
Be realistic about your expectations and the investment that you’re willing to make.
Then submit an online analysis, or meet one of our account managers to do an in-person marketing analysis interview. We will
then be able to assess how we can help you. Assuming that our audience is right for your business, we will develop an appropriate
campaign and develop a commercial that effectively tells your story or makes the case for your product or service.
What’s the best way to advertise?
Unless you’re having a special event, TOMA (top-of-mind awareness) advertising
yields the greatest long-term benefits. Not everyone needs your products or services today, so advertising for a month is
a crapshoot. Reminding a large group of consumers who are most likely to do business with you about your Unique Selling Proposition
over and over is most beneficial. When any of our listeners need your product, our goal is to have your business in their
top-of-mind recall.
How long does it take for
advertising to begin working?
This depends on what
you are selling and the offer you’re making. Tell people to visit you for a free $100.00 bill, and you’ll
have a traffic jam outside your business. Otherwise, advertising is similar to pushing a car. It’s tough at first, but
the more you push, the easier it gets. Soon enough you can move the car along with minimum effort. We tell our new clients,
“In three months you’ll hate me, in six months you’ll talk to me again, and in ten months you’ll be
inviting me to your house for dinner.” Stick with your plan and you’ll be provided a healthy return on investment.
What is TOMA?
TOMA (top-of-mind awareness) advertising yields the greatest long-term benefits. Not everyone
needs your products or services today, so advertising for a month is a crapshoot. Consistently reminding a large group of
consumers, who are also most likely to do business with you, about your Unique Selling Proposition, is most beneficial. When
any of our listeners need your product, our goal is to position your business in their top of mind recall.
What should I say in my commercial?
Ask yourself, “Why should someone do business with me?” Be specific.
“What truly makes me a better choice than my competitors?” “What makes us special?” “What is
our Unique Selling Proposition?” Take a look at your strengths versus your competitor’s weaknesses that can result
in taking business from them. Our goal is to grow your business by getting you an unfair share of the market’s dollars
from your competition. A marketing analysis can help us fine-tune your message.
How can I guarantee success?
After
ensuring your business is in fine operating order, stick to a well-constructed advertising message month after month. If you
deliver your message consistently to the right people, your advertising will yield rewarding results.
I’m a retailer, what’s best for me?
Do you live and die by sale events, or do you want more consistency for your business? Sale
event advertising can drive customers, but it’s the “drug of marketing.” The more sales you have, the more
advertising you need. However, if you want a steady, less fickle customer base, we recommend the safer consistent approach.
I’m NOT a retailer, what’s best for me?
The right message delivered consistently. Whether you’re a doctor, lawyer
or carpet cleaner, a well-developed commercial (great copy) stating your unique selling position will keep you in the consumers
mind when the day comes that they need your services.
I’m
having an event, how should I advertise?
Heavy advertising
works best for event marketing. We recommend eight to twelve commercials a day for a minimum of three days prior to an event
or major sale.
What about television and cable
advertising?
Although a sometimes effective marketing
weapon, producing a good commercial that doesn’t look cheap runs thousands of dollars, and buying prime time can cost
hundreds of dollars for just thirty-seconds. Television advertising that is effective, meaning acceptable frequency and good
placement on a popular network or program, can be costly.
What
is Imagery Transfer?
If you have been running on television,
use the audio from your TV ad or let us develop a similar copy, and benefit from “imagery transfer.” Seventy-two
percent* of consumers will visually see your TV ad while hearing your radio ad at a fraction of the cost. It works well
for AT&T, Budweiser and Coke; it can just as easily work for you. *Coffin & Tuchman, NBC TV.
What about newspaper advertising?
Newspaper is more of an information medium than it is a motivational medium. What is important
to remember is that your potential customers will read, see, note, or associate you advertisement or message at a time when
they are already motivated to buy, but seldom before that. Newspaper was great twenty years ago when we had the time to sit
and read it everyday, but unfortunately, it doesn’t play as well in today’s mobile and fast paced world. Newspaper
does not afford you the ability to target your customers, so it tends to be a “Spray and Pray” medium. Additionally,
in many instances, controlling the placement of your advertisement within the newspaper can be difficult at best.
What about yellow pages?
Like newspapers, the yellow pages is primarily an informational rather than motivational medium.
Place your business’s name in the consumers’ sub-conscious prior to opening the yellow pages, and the yellow pages
just might work better for you. Most consumers say they would be more likely to call a business with a smaller yellow page
ad that they had previously heard of, from radio perhaps, than an unknown business with a larger yellow page ad. Radio can
prime your prospects with your unique selling position prior to ever going to the yellow pages, giving you the best shot to
receive their phone call.
What’s a positioning
statement?
All successful marketers use a Positioning
Statement. A Positioning Statement separates you from your competitors, and reminds consumers of what makes you special. You
can use your Positioning Statement in all your advertising (radio, print, TV). Just remember to keep it simple and be sure
it focuses on your Unique Selling Proposition.
What
is image advertising?
When you advertise image, you’re
establishing TOMA (top-of-mind-awareness), and avoiding the “another sale” syndrome. Establishing your unique
selling position with clarity, creativity and consistency is at the heart of image advertising.
What is branding?
Branding
is establishing in the consumers mind your Unique Selling Proposition. It helps prospects understand why they should do business
with you rather than your competitors.
How does
a buying cycle affect my business?
We all have needs
that create buying cycles. As a business owner, you want the consumer to think of you when they need your goods or services.
A specific listener may not need an attorney, dishwasher, new sidewalk, or retirement plan today. But, what about those who
need these items next month…or next year? Create your business as a point-of-destination in the mind of the consumer.
When they have forgotten about your competitor’s ad minutes after they pass over it in print, you’ll be there
to TELL them your story; with consistency, day after day. That’s how you create top-of-mind-awareness and that’s
how to fight through a consumers buying cycle.
What’s a radio demographic?
It’s a group or cell of the population who listens to our radio station. Our goal is
to match your targeted demographic (target prospects/customers) to one or more of our programs.
I tried advertising once and it didn’t work, why would it work this time?
Experience has shown that if you consistently follow the basic rules for successful
advertising, your chances for success improve greatly. If you choose not to have a good game plan for marketing your business,
or if you choose to break the basic rules of advertising, than your chances for success are not good. Our job is to assist
you in developing a game plan and to keep you focused on your marketing objectives. That’s why we go through a regimented
process that includes our marketing analysis, the assembling of an effective schedule, and development of great copy for your
message. This process stacks all the odds for success in your favor. Our account managers are trained not to be good salespeople,
but good marketers. Suggesting a campaign that does not work is as unacceptable to us as it is to you.
What is co-op advertising?
Co-op advertising is advertising paid partially by you and partially by one of your vendors. For instance,
you may carry a new widget from Acme Company. Acme would pay up to 50% or more of your advertising bill for promoting their
product(s) in your ads. Contact your vendors and ask if you have co-op dollars available.
What is “cause related marketing?”
Cause related marketing
is promoting your business through advertising, while at the same time, providing support to your favorite non-profit, organization,
or event.
I don’t have a large budget,
what do you suggest?
First, complete a marketing analysis
online or meet with one of our account managers. We can then determine if we can help you. We will also tell you if we can’t
help you. That’s what separates us from many of our competitors.
What is drive time?
Morning drive
is 6am to 10am, and afternoon drive is 3pm to 7pm. The other primary radio “dayparts” are mid-day, 10am –
3pm and evenings 7pm to midnight.
Should I advertise
during nights and weekends?
It’s not always
cost effective to “anchor” your commercials in drive time only. When our clients buy “TAP” (Total
Audience Plan), their commercials run in all dayparts; including drive times. Attacking a night and weekend audience is a
great way to stretch a small advertising budget. Think we’re kidding? Just think about the large number of potential
customers you could easily influence who work night and weekend shifts in our area, or the potential customers that are running
errands on the weekends (driving in their cars listening to their favorite radio station!). Plus, there’s less advertising
during the evening and on weekends, which means your commercial has the potential to be noticed even more than usual.
Is there a charge for an account manager to meet me?
Nope. There is no charge to meet with one of our radio account managers.
What is a “Unique Selling Proposition?"
A Unique Selling Proposition is some feature or benefit of your product or service
that customers and prospective customers can associate with your business. A Unique Selling Proposition distinguishes you
from your competitors, and is yours alone.
