Advertising is “a form of marketing communication used to promote or sell something — usually a business product or service.” *
Marketing, though, goes much further. Marketing represents everything you do — above and beyond advertising.
You may be so close to everything within your business … that you are unable to see the marketing failures around you.
Many times, I’ve seen broadcast advertising succeed — as the overall marketing campaign self-destructs. It often goes something like this: a business owner makes a wise decision to launch a broadcast advertising campaign. A professional 60-second message is planned, written, recorded and produced. After a few weeks, it begins to generate solid incoming phone calls and website visits. The advertising works.
Many companies consist of two major elements — sales and fulfillment.
Unfortunately, the company receptionist or other staff members tasked with responding to incoming calls or customers (“fulfillment”) — may not carry the same passion and sense of urgency for the ad campaign’s success as the business owner. Often, they don’t even know about the ad campaign. If the receptionist is unfriendly, bored, terse or overwhelmed, the end result of your ad campaign may literally do more harm than good. If employees simply ask “so, how did you hear about us?” then you’ve employed an inadequate tracking system.
Often great broadcast advertising points people to a passive, ineffective website — robbing the entire campaign of its effectiveness.
Advertising is your most powerful marketing tool. But what else are you doing to guarantee that your incoming calls actually convert into sales? Fulfillment must fulfill.
A broadcast station is not at fault if their viewers and listeners call you, and then do not commit to spend money with you.
The act of converting advertising leads into sales is much like a relay race. If you fumble the baton after it comes into your hand, you can’t blame the previous runner.
A carefully crafted advertising message — on a great radio station — delivers the flow of customers you need. Then, the advertised “selling proposition” must translate into a good value in the minds of consumers. “Advertising … without an offer or strategy … is just entertainment.”
HERE’S THE POINT:
Ad executives can help you create advertising. Often, though, they’re limited to the ad options provided by just one media company. Radiance is independent. I can choose from the full array of stations and media options —targeting any quantitative target or qualitative demographic. My job goes beyond the act of placing advertising. As a marketer, I work to spot the challenges you face in converting incoming respondents into clients and customers — and will even engage your staff to coordinate your full marketing plan.
It’s important to gain “market share.” It’s even more important to avoid losing market share. It doesn’t cost any more to work with me. In fact, you’ll probably pay less. I can help. Call for a free coffee meeting and a no-obligation written assessment of your marketing advantages. (760) 415-6055.
SD Radiance. Unapologetically Radio.
Tom Le Vine
“Radio is the most immediate way to change consumer habits and practices, and at the same time, demand a specific action at a specific time and place.”
— John Lyons, Advertising from the Inside Out