pugdog
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Dec 6, 2004, 9:41 AM
Post #1 of 1
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We are taking a major, radical step and doing some radio advertising.
Our first commercials should air next week, starting on the 13th and running through the 24th.
It was a hard decision, over a year in discussion, for us. Radio is so different than print. We had a lot to consider. The big consideration, and drive, was the cost of the in-print advertising. It was 3-10x more than our ad in Beadwork, that gives us long shelf life, and national penetration. It drives in both local and even world-wide traffic. So, spending $500 on a tiny ad, in a non-targeted publication of 50,000 or less, for 1 week just never made any sense, in light of the $180 ad, 8-weeks shelf life, plus permanent collector value, NATIONAL penetration of about 160,000 copies. So, we did very little local advertising, and the little we did yeilded pathetic returns. Most was done for community value -- eg: supporting a school event, a local community flier, etc. But the 2 commercial mailers we joined in were horrible.
So, we looked at radio. People have to listen. When the commercial runs, it may not hit everyone you want, but people do hear it. People are listening, it doesn't just sit there, and you aren't paying for "potential" eyeballs, you do have a real listening audience.
But, committing to an expensive ad campaign, with an unknown set of ears, was scary. It looked to us like another black hole. We had a lot to think about. Finally, we got an offer that we could consider, and rather than a set of what-ifs, we had some specifics and some not-too-scary numbers to work with.
Here in Pittsburgh, Infinity runs 4 stations, including KDKA, and y108, and a rock and adult contemporary station. So, they pretty well hit all of the market segments.
For us, y108 seemed to be the most likely prospect. We listen to it, and it's demographics are pretty close to what we are looking for.
But how to do it? We don't have the sort of shop that requires a long explanation, _BUT_ once we start, where do we stop? "Rocks & Beads" speaks for itself. We don't have to "sell" our products like a supermarket or car dealer does.
We thought about 15-second spots, and the "sponsored by" spots as being the most likely. Just get the word out that there is a rock and bead shop in pittsburgh -- "Sponsored by PUGDOG'S Rock & Bead shop, in Squirrel Hill".
The acount rep chased us for awhile, and finally we decided on a 2 week run before Christmas for last minute gifts (which by the way, we do have for beaders, rock hounds, crafters, and people who appreciate the hand-crafted or naturally made items).
But, it occurred to me, that our *REAL* goal was to get people into the store, not only to have them hear about it. So, we'll be offering gift certificates, and give aways, during those two weeks -- but don't have a schedule or time yet.
As we thought about it, gift certificates are the way to go. They accomplish all our goals, and for $25 a pop, they are a STEAL. Even more so than a 15-second spot, the gift certificate will bring someone -- and maybe a friend -- into the shop. It will get people talking about what they won, and that there is a bead shop in town. Seems almost too good to be true! We'll find out :)
If this works for us, during the Christmas week, we'll keep it up throughout next year. Valentines Day, Mother's Day, Graduations, Weddings, all are potential targets for both listeners, and effective use of gift certificates.
Has anyone used radio and gift certificates (for the give aways) for their business?
Out of curiousity, has anyone used radio before?
Do you remember hearing a radio ad and changing your behavior because of it? Either going to the store right then, or planning to hit a store before the offer was up?
Most people/businesses don't use advertising effectively. It's the biggest black hole in the business budget. But we all remember the good ads, the funny ads, but what are _EFFECTIVE_ ads ??
Stay tuned.... (ducking)
PUGDOG's Rock & Bead Shop
Pittsburgh, PA 15217
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