=353,322 potential clients *statistics as of 2013 via the United States Census Bureau

Transcription

1 =353,322 potential clients *statistics as of 2013 via the United States Census Bureau With advances in technology it would be standard to assume that radio has taken a turn for the worst. Television and newspaper have drastically fallen from the consumption whims of internet resources but many people find that radio is vital to communication and entertainment. So what s the spark that keeps radio going? The obvious: many people listen to the radio in their car, and although internet cars are available, they are less than 50% of the market. The not so obvious: internet radios like Spotify and Pandora are just music. Listeners want the local stories, the personality, and the connection they feel to a DJ. WVNI Radio 2723 N Walnut Street Bloomington, IN (voice) (fax)

2 Right Message = Right Audience = Right Frequency A new poll by the firm IPSOS confirms that while some consumers are demanding changes to the car s infotainment system, consumers want AM and FM radio to remain the heart and soul of their car entertainment. When 1,000 adults were sampled and asked about their car audio preferences, 91% said they desire typical car radio with 9% preferring an app-based system. -Forbes Magazine April 8, 2015 WVNI Radio 2723 N Walnut Street Bloomington, IN (voice) (fax)

3 Advertising FAQs Very few small business owners have formal training in advertising and marketing. Many open a new business and just wing it, making it up as they go. More often than not, the results are disappointing. As our radio station, we re in business to help you do more than business. We don t just sell advertising; we produce marketing campaigns designed to help you grow your business. We re in business to help you do more business! With that in mind, we ve listed below the answers to several frequently asked questions about advertising. Q: How long should I advertise? A: The answer depends on how long you plan to be in business. Marketing experts say never start an advertising campaign with the intention of ever stopping. Successful advertising campaigns are consistent and ongoing. Q: What s wrong with advertising when I m having a sale? A: The unintended consequence of advertising only when having a sale is that it trains customers to shop with you only when a sale is in progress. Because a sale means you re selling merchandise at a lower markup, you re making less money on each sale. You should be encouraging customers to shop with you all the time, not just when you re offering a discount to the product. Q: How much should I spend on advertising? A: It varies by industry, but the general rule of thumb is to spend 2-5% of your gross. If you re grossing $400k and want to increase that number to $700k, you must spend like you re grossing $700k. A formula for determining your ad budget can be found at: Q: How do I create an effective ad? A: Whether advertising on the radio or in other media, effective ads all have the same thing in common a good offer and a call to action. However, too many ads are poorly written and poorly implemented. Ask us for information on how to make your advertising more effective. More questions? Contact us at (812)

4 Create the Right Message Here are some concepts to keep in mind as you plan your radio advertising: 1. Have a focused message. Feature one item, or a limited number, per commercial to ensure listener remembrance. You can t sell 10 items in 30 seconds. 2. Discuss pricing minimally. If you must use price, use one or a few only. This way you won t confuse the listener. 3. Is a phone number necessary? If it can t get an order or sell a customer, and if you can t make it the centerpiece of the ad, don t use it. 4. Invest in the ad. Spend a reasonable amount of money. Don t expect good results unless you invest appropriately. 5. Repetition, Repetition. Use saturation for hard-hitting impact. You can t get the job done with one spot. Repetition and/or frequency is one of the radio s biggest persuaders. 6. Stand out. Be Unique. Distinction is an effective tool for attracting people. That sound effect, theme music, or sound signature will help your ads make an impression. 7. Pay attention to your target audience. Don t select radio programs or formats for you own personal likes or dislikes, but rather, for the audience you want to reach. 8. Radio provides long-lasting results. The best use of radio advertising is day in, day out, seven days a week, 52 weeks a year. The long-lived results of radio advertising builds over time. 9. Reach your audience with great quality advertising. Don t try to reach too many people all at once. It is better to reach 10% of your prospects 100% of the way than to reach 100% of your prospects only 10% of the way.

5 Hook the Right Audience Competitors like to portray radio as an aging technology; however, the reality is that radio advertising remains an effective tool for reaching consumers in today s fragmented media landscape. Extensive research by the Radio Advertising Bureau reveals that there is an abundance of weekly radio listeners. Who s listening? Over 92% of Americans at age 12 and up listen to radio each week, creating an audience of over 235 million listeners. Despite being perceived as not tuning in to radio stations, nearly 90% of 12 to 17-year-olds listen weekly. Where do they listen? The majority of radio listening occurs in cars; 73% of adults at the age of 18 and above listen while driving on a typical weekday. The second most popular location for listening is at home. The number of people listening to commercial radio online now includes nearly 20% of radio listeners each week. Who s advertising? Major brands such as Verizon, Home Depot, Walt Disney, and McDonald s are among the top 20 largest radio advertisers. You could build your brand with radio, just as these companies did. The largest advertising categories for radio include: retail, automotive, insurance, restaurants, and financial situations.

6 Get the Right Frequency As surely as consistency works in advertising, inconsistency breeds failure. Too many changes in your advertising message can leave your audience confused about your brand identity. You will succeed if you find a way to own a segment. Concentrate your strengths by utilizing the things you do well. In 1885, researcher and author Thomas Ebbinghaus did a study on people s ability to retain information. He called the results the Curve of Forgetfulness. According to these findings, a person forgets 75% of what he or she has learned in the previous week, and after three weeks he or she forgets 90%. By four weeks, he or she has probably forgotten 95% of that information. The Ebbinghaus study is an illustration of retentiveness; the brain retains information it considers important to the individual and forgets information not deemed relevant. In terms of advertising, it is crucial to make the message important enough for the individual to want to remember it and act on it. Don t forget, we re in business to help you do more business!

7 Spirit 95.1 FM Today s Christian Music Net Rates Contemporary Christian Music is the fastest growing radio format in the country! WVNI covers about a 40 mile radius of Bloomington with the ability to reach over 300,000 people. Cities covered include: Bloomington, Bedford, Ellettsville, Spencer, Nashville, Martinsville, Mooresville, Seymour, Columbus, and Greenwood. Audience Demographics Our listeners are typically adults ages with a higher percentage of females than any other general advertising media, the highest percentage of principal shoppers among all radio listeners, and the 2 nd highest percentage of college graduates. The average household income is usually $40, % Of Christian radio listeners prefer to buy from businesses who support their station. Featured Artists Include: Mercy Me, Toby Mac, Mandisa, Hawk Nelson, Sidewalk Prophets, Chris Tomlin, Britt Nicole, Jars of Clay, Jeremy Camp, Building 429, Casting Crowns, Matthew West, and Switch Foot and more!