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Old 4th November 2007, 04:14 PM   #1
radiogirl
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Default Happy Dancing This Week... Radio Ads

I have a client (A local specialty toy store) who can afford very little for advertising in general, at what seems to amounts to a minuscule amount on radio.

In August we started with an extremely modified sponsorship program of The Parent Report. We staggered the sponsorship with 10 spots one month and then rest for a month so we could keep the costs low enough to afford ($65.00/month). Now with a plan like this it takes time for the advertising to work. That's just the way it goes.

I dropped by this week to follow up with her and found out she's gotten 15 new customers who found the store through the radio ads.

Just thought I'd share my little radio success story :-)

**edited for typo

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Old 6th November 2007, 09:31 AM   #2
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Wow great going! It must be a nice scripted bit then. Do they plan on doing this again with the same format and pricing?

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Old 6th November 2007, 11:18 AM   #3
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Good work Radio Girl!

I'm surprised at the $65/month price - hardly a drop in the bucket for most businesses to spend for 15 new customers. From a marketing perspective, I'd hope they would reinvest part of their new earnings into expanding their radio advertising. I'd discuss what percentage of revenue they spend on radio advertising and then as their revenue increases ... their spending on radio advertising does as well based on the percentage. Grow the two together. Excellent example - for $65 bucks. geez. it is work sometimes

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Old 6th November 2007, 06:06 PM   #4
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Default

They've signed on for a year at this rate (one month on, one month off) and are continuing to expand their radio advertising through the Radio Auction we have available three times a year - as business increases I'm sure the investment in radio will as well. For now, both the owner and I are happy enough with the responses that are being created.

It took a lot of time and effort to come up with a plan that would work with the budget but it's so rewarding for me to see it work - though it took time and patience for the repetitions to be high enough for listeners to clue in.

I'm sure my station manager thinks I'm nuts spending so much time with little sales, but to me they are truly the most rewarding and they have the most potential for future growth.

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Old 7th November 2007, 07:31 AM   #5
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Here! Here!

Congrats Radio Girl!!

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Old 8th November 2007, 07:12 AM   #6
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Quote:
I'm sure my station manager thinks I'm nuts spending so much time with little sales, but to me they are truly the most rewarding and they have the most potential for future growth
Good for you. I daresay that it takes guts to start small and not think of the buzz around you so more power to you!

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Old 8th November 2007, 09:38 AM   #7
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Well I figure it's not as if I'm ignoring or serving the bigger budget clients (car dealerships and motorsports dealerships for the most part) any less just because I service the small ones. They all get the same customer service and attention to budget and detail. The more they have the more I can help them achieve goals faster, but a small budget doesn't mean I have to walk away. At least that's the way I do it, station manager is so old school...sigh.

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Old 9th November 2007, 02:39 PM   #8
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Thanks for sharing the success story Patrysha.

I think radio advertising is often overlooked these days, but hearing stories like this just prove: radio advertising is still a very effective way to reach an audience (people have to listen to SOMETHING on their way to and from work, don't they?).

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