There are so many aspects to your business that are important to you. Are these aspects important to your customer? Should they be in your radio advertising campaign? Do your customers REALLY know the difference between YOUR “personal customer service” and your competitior’s “personal customer service”? Many times a radio advertising campaign starts off with the advertiser saying “our customer needs to know all of these great attributes of our business”. The belief is, saying this in a radio ad will make a potential customer pick up the phone and hand over a sale. My question to you is this – is this how YOU make purchases? Probably not. Before kicking off your radio advertising campaign (or any marketing campaign), let’s step back and think about how your customers make purchases.
Let’s look at an example of a plumbing company. A typical radio commercial might have the name of the company, a phone number no one will remember, and a few cliche radio commercial lines like “professional staff”, “quality work”, or “personalized customer service”. Here’s the problem – there may be 10-15 other competiting plumbing companies saying the exact same thing in their radio ads. Not only is it difficult for your company to stand out over competitors, but (more importantly) is this important to someone whose water doesn’t work or whose toilet is pouring water all over the house? Probably not. Put yourself in this situtation. , Your probably thinking “my toilet is overflowing and everything is about to be ruined if this doesn’t get fixed right away”. Your primary motivation is “I need this fixed NOW!” Secondary motivations might be “I just want this to work after the first visit” or even “I want them to show up when they told me they would show up, not two hours later”. Is this how you might think? If so, chances are this is how your customer thinks. Is your message addressing these needs?
If ,for example, there are three plumbing companies that do advertising on a regular basis – let’s say Company A talks about personalized customer service in their radio commercials, Company B talks about quality workmanship in their radio ads, and Company C has a radio campaign that says they will come to your home within two hours of your phone call – which company do you think the person with the overflowing toilet will call. Exactly, Company C. Company C owns the “quick response” brand in the customer’s mind. And if this “quick response” is most important to customers of plumbing companies, Company C will create a better top of mind awareness by being focused on what’s important.
This is just one extreme example, but the point is: talk to your customers. Find out what makes them choose one company over another. Make it a priority in your business. Then make that your main focus in your radio advertising. Be focused, be consistent and own the market in your partciular strength. Do this and your advertising dollars will get you a better retun on your marketing investment.
Til next time…