Such occasions may be to announce company sales or similar events. Because Talmadge has such a small marketing budget and could never afford the miserable results of radio advertising, he has leveraged Facebook as his advertising platform over the past year. So, while many of his competitors are wasting their hard-earned dollars on radio ads that essentially are saying all these same things, Talmadge is doing it all for free.
This is a perfect example of how to leverage social media as a business and another example as to why anyone choosing radio over internet marketing is living in the stone-ages. So what are your thoughts on radio? As always, I am grateful to those persons who put their thoughts and opinions below. Free Content Marketing Guide. Free Download. Content Marketing. The Ultimate Guide to Getting Started The conference consisted of a dynamic presenter who combined his oratory skills with substantial visual aids and charts explaining the psychology behind what it takes to achieve branding status for a small business.
Slow to embrace w eb 2. Start a blog. Embrace Facebook and other social media. Take back the keys to your company website and stop paying someone to do what you should be doing.
Realize your own creative powers and abilities as a business owner by leveraging content management systems that allow any dummy like me to build and design their own website.
Your thoughts? Topics: Content Marketing. Small businesses struggling to make ends meet or invest in profitable marketing methods might find it difficult to invest a few thousand dollars in a couple on-air commercials. But what's the ROI on radio?
Surprisingly, radio advertising has proven to be very profitable in some markets and for certain companies. Of course, whether or not radio advertising is successful depends entirely on whether or not your ads are heard.
Some markets are made up of people who do not own cars or regularly drive to work, so their exposure to radio is limited. Meanwhile, other areas are comprised of an audience that commutes to major cities, making them far more likely to hear your advertisements.
The verdict on radio is this: if your ads are heard, they can help you grow your business. But radio can still certainly be expensive, require resources that you may not have, and may not even help your cause if you are located in a city where exposure to car radios is low.
One of the most prevalent forms of online advertising is pay-per-click, or PPC. PPC ads are small ads for websites that appear along with natural typically called "organic" search results on Google, Bing, or Yahoo!. The way PPC ads work is very simple: you choose a keyword to target, create a short ad that focuses on it, and decide what you will bid to appear along with the search results for that keyword. You only pay for your ad when someone clicks on it — unlike radio, you don't pay per impression.
PPC ads can range from very inexpensive to somewhat pricey, and their cost all depends on the keywords and phrases you choose to target for your ads. But an ad for the phrase "car decals" might cost you only a few dollars. It all depends on the competition for that keyword.
The biggest advantage of PPC over radio is that you only pay for actions. With radio advertising, you pay the same rate no matter how many people are actively listening to your ad. But with PPC, your account is only charged if someone clicks on your ad and goes to your website. Of course, PPC advertising is a completely different medium than radio, and it's done online. Your website is involved, and your website is what will "sell" potential customers on your business — not your ad or commercial.
Let's explore a little more. In this next section, you'll learn about online marketing methods, and why radio vs. When it comes to attracting new customers, advertising and marketing are very similar… but they certainly have their differences.
Advertising usually refers to one-way communication meant to invoke action, like radio or TV commercials. But marketing can refer to two-way communication, like discussions on social media or emails — anywhere a potential customer can respond, not just hear what you are saying. A new subset of marketing, called inbound marketing, refers to marketing methods that are designed to reach customers already interested in your products, services, or even your company.
In the early s stations started to campaign for themselves and their shows to attract people. Very soon other companies realized the capability of radio advertising and had their own ads in and between the shows.
The normally used types were sponsorings, patronages, testimonials and sponsor identifications. In the middle of the twenties most of the radio stations sold part of their airtime to companies, but to prevent annoying the listener they held it down to a minimum. At that time there were different stations in the U. Goldhammer, , p. The still existing stations were all financed by advertising and the airtime used for that grew very fast including all the problems, including lies that were spread through it.
Because of that, in the U. To compare: In it had been This means nearly 4 times more profit in only five years cf. When TV started to be found in nearly every household in the s, radio lost its position as the most popular medium and companies became less interested in campaigning through the radio. The solution was to change the program itself: Instead of trying to reach as many different listeners as possible, stations started to focus on special and smaller groups.
Therefore it became easier for companies to reach exactly the audience the product is made for and radio as an advertising medium became strong again. Basically this is how radio advertising still works in the U. But Hans Bredow, who was in charge of radio advertising, forbade the naming of brands at the same day.
Because of that, the radio had to be financed by taxes, so everyone who had a radio at home paid for it frequently. Two years later , in , advertising started to be allowed slowly again but only for 15 minutes per day. Only a small part of the costs for a show could be financed by those incomes. In addition to the temporal limit there were also laws regulating the advertised products.
Although there were so many laws about advertising, many people were still strictly against using radio as an advertising medium and as a result of the influence Hans Bredow still had it was completely abolished again in Especially the beginning of the Hitler period changed the use of the radio completely: The Nazis tried to influence the listeners by using radio as a propaganda tool cf.
After that setback caused by politics, the confederates reintroduced radio in The model for the new system in West Germany was the British radio. So at first the producers had to finance their shows by taxes again, but in February radio advertising came up slowly. Present it in person, or at least over the phone. The audience already wants to be entertained. Do something that captures their attention from the get-go. Use the medium to your advantage — When creating your ad, think about how to make the medium work for your concept.
Use sound effects in creative ways. How can you make the medium part of your message? Start with a creative brief — When possible, begin with a brief that outlines a unique selling proposition and key points. What makes you different from your competition? Wrap an interesting concept around a key message.
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