Radio Advertising

[weighit]

Recently moved to a new town, about 30,000 here and with the surounding towns about 100,000 folks. There are many radio stations I can listen to but have narrowed in on a conservitive one that is all talk radio. Many local businesses advertise in 30 second spots. I have had the pleasure of meeting some of these business owners and letthem know I heard their spot. I then ask how the radio is doing for their business? Everyone said they are or have seen a tremoundous increase in business and for the cost they are paying per month is a no brainer. The one fellow gets other local business owners that use his auto repair shop to to give in their own words how they have been treated and what a great service this shop provides to the community. The battery shop i was in yesterday said his business has increased 40% in the past 2 years after using the radio station. Are any of you advertising this way?

[gandgautorepair]

We have stayed away from radio because in our market it's too broad a reach, we market to an area closer to the shop. However, we have started a small budget with a popular radio show on a Christian radio station where both of the DJ's are our customers, and we are getting a good response. In you're smaller market area, I would think it could be effective and worth doing. 

[John Fabrega]

Food for thought for those that are advertising on radio and want to improve their ROI...

If your ad contains your telephone number you can leverage your spend and improve the responsiveness to your ad by text-enabling your number and changing the ad from 'Call 111-222-3333' to 'Call OR Text 111-222-3333'.

[JustTheBest]

Hi weighit! I have not used radio for a repair shop (as I sold my shop several years ago) but I have used radio myself. The trick with getting a response is the offer. No matter what people tell you (things like radio doesn't work or any of that) I'll tell you it's all about the offer. 

Consider it this way. If you went on the air with ONE 30 SECOND SPOT and offered anyone who shows up at your door the next morning a crisp $100 bill - I guaranteed you will have a line up. Get it?? It's the offer! Now with all that said, I'm not suggesting you give away $100 bills - but it makes the point. 

When I was involved in campaigns, we did just that. An unbelievable offer that people couldn't get any other place. Now that won't work really well with automotive because... well... you know. The "bottom-feeders" will flood you. 

The other way is doing (sort of) what you mentioned above - getting customers to leave a review - or actually "record" a review. But you've got to ask the question the right way - and you'll get perfect reviews every time. 

I won't publish the details of doing that - but if you want to know more, send me a PM on this forum. 

Hope this helps!

Matthew Lee
"The Car Count Fixer"
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