I have been asked several times this month about those "Cheap" radio buying services that business owners are seeing on the internet after doing a google search: "How To Buy Radio Advertising". It frustrates me that the first potential piece of information that a business owner recieves after trying to educate themselves on using radio advertising as a viable media to advertise their business is information on how to "NOT" to buy radio advertising. Radio Advertising is not "CHEAP". Here is a definition of "cheap" as defined by dictionary.com ;
1. costing very little; relatively low in price; inexpensive: a cheap dress.
2. costing little labor or trouble: Words are cheap.
3. charging low prices: a very cheap store.
4. of little account; of small value; mean; shoddy: cheap conduct; cheap workmanship.
5. embarrassed; sheepish: He felt cheap about his mistake.
6. obtainable at a low rate of interest: when money is cheap.
7. of decreased value or purchasing power, as currency depreciated due to inflation.
8. stingy; miserly: He's too cheap to buy his own brother a cup of coffee.
The problem with putting the word cheap and radio together is that people have the perception that they can buy an effective advertising while buying the cheapest commercial inventory. Here is an inside secret into what is know as "traffic" in radio stations. The cheapest spots or commercials get the lowest priority. Your commercials will get bumped off, switched around, thrown out, or put into placement from Midnight to 5am in the morning. Yep! You heard me, those cheap spots are useless when trying to reach your target audience. Trust me, if you are considering Radio Advertising, their are plenty of professionals who can help you do it the right way.
For more information about how I can help you, visit
San Francisco Radio Advertising Professional, Bay Area Radio Advertising Guru, and East Bay Radio Advertising Solutions ----- Click Here
Showing posts with label advertising. Show all posts
Showing posts with label advertising. Show all posts
Friday, June 13, 2008
The Upside Of A Recession: 'The Dumbbells Cut Back... The Smart People Don't'.
The market drops 370 points in a single day, corporate earnings disappoint and housing prices continue to sink.
We are in uncertain economic times. We may be in a recession right now, or could slip into one next week... or next month.
As optimists, we don't like forecasting difficult economic times. But, even optimists have to come to grips with the realities of our uncertain marketplace.
With economic anxiety looming, many of our clients are asking: how should I position and market my firm in the year to come? Assuming yours is a healthy company, here are our general recommendations.
The Cumulative Power Of Marketing
The laws of marketing never change, even in a recession. In fact, if played correctly, they can compound in your favor. Marketing, in any economic environment, is about sustained and integrated activity.
Like the principle of compound interest, a little investment, applied consistently, will pay great dividends down the road. There are of course short term benefits – marketing assists in generating immediate sales – but the real power of your marketing program is cumulative. This cumulative effect drives awareness and ultimately preference in your service so, at the elusive time of need, your prospect thinks of you first.
A sustained marketing effort will help ensure that your pipeline is consistently replenished, leads are properly nurtured, and your market presence is maintained.
The advantages to continuing your marketing in uncertain economic times go far beyond simply maintaining the status quo. The reality is many of your competitors are going to pull back their marketing. As a result, your dollar is going to go further than it is now. Your share of voice will grow. This represents a great opportunity for forward looking firms that are committed to growth because there are still lots of buyers out there.
The Reactionary Response
Many service firms automatically cut expenditures, and marketing is often on top of the list. It's an instinctive response to difficult economic conditions. Almost universally, this response will lead a company to have real trouble in the coming years, recession or no recession.
We can understand why firms think they need to cut back. The sensationalistic media attention given to the economy creates a quiet panic in all of us. We run all sorts of scenarios through our head: clients are going to brace for hard times... they will take longer to make purchases... perhaps they'll even cut service providers. As you think of sales cycles stretching, client retention diminishing, and project size shrinking, you may find yourself looking to cut costs.
Marketing is one of those initial costs that seem easy to reduce. It's hard to measure and you aren't quite sure if it's needed when it's time to hunker down. Why not cut it until things are looking up again? It's easy to justify: "We'll go full force once the market turns, it won't hurt a thing."
The Facts
Study after study demonstrates why this is not wise. Keith Roberts, of PIMS Associates, found firms that increase their marketing spend during a recession actually grow significantly faster than firms that maintain or decrease their marketing spend.1 Additionally, firms that invested more in marketing in a down market realized a 4.3% increase in their ROI. This compared to companies that maintained or cut their level of effort during the two years following a recession.
The study also pointed out that those who increased their marketing efforts during a recession gained market share three times faster in the two years following a recession than businesses that cut their marketing. While service firms don't play the market share game, this does illustrate the cumulative effect of marketing and the opportunity for advancement in a recession.
While the work PIMS did is compelling, it's hardly the only material on the subject:
McGraw Hill found that business to business companies that maintained or increased their marketing during the 1981-82 recession grew during and after the recession at a far greater rate than those who didn't maintain or increase marketing spending.2
The research firm of Meldrum & Fewsmith studied all post World War II recessions and found that advertising aggressively during recessions not only increases sales but it also increases profits, and at a far greater rate than those firms that cut back.3
American Business Media found that maintaining share of mind during an economic downturn directly related to current and future sales and that maintaining share of mind costs much less than rebuilding it after a period of marketing inactivity.4
According to Coopers & Lybrand, marketing during a time of economic difficultly solidifies your client case, portrays you as stable, takes business away from less aggressive competitors and positions your firm well for post recession growth.5
We could go on, but we're sure you get the point – this storyline, and the research behind it, is compelling.
The Silver Lining
As legendry ad man Ed McCabe puts it, "All great enterprises move forward in a recession, and the weaklings move back. The dumbbells cut back...the smart people don't."
Be one of the "smart people." Whether there will be or won't be a recession, maintaining a healthy marketing program will only build on what you have already developed. And maintaining and growing what you have toiled long and hard over requires careful planning, decisive execution, and plain old guts. Now more than ever the money you spend now on marketing matters. Not because dark times loom, but because there is real opportunity out there right now.
We are in uncertain economic times. We may be in a recession right now, or could slip into one next week... or next month.
As optimists, we don't like forecasting difficult economic times. But, even optimists have to come to grips with the realities of our uncertain marketplace.
With economic anxiety looming, many of our clients are asking: how should I position and market my firm in the year to come? Assuming yours is a healthy company, here are our general recommendations.
The Cumulative Power Of Marketing
The laws of marketing never change, even in a recession. In fact, if played correctly, they can compound in your favor. Marketing, in any economic environment, is about sustained and integrated activity.
Like the principle of compound interest, a little investment, applied consistently, will pay great dividends down the road. There are of course short term benefits – marketing assists in generating immediate sales – but the real power of your marketing program is cumulative. This cumulative effect drives awareness and ultimately preference in your service so, at the elusive time of need, your prospect thinks of you first.
A sustained marketing effort will help ensure that your pipeline is consistently replenished, leads are properly nurtured, and your market presence is maintained.
The advantages to continuing your marketing in uncertain economic times go far beyond simply maintaining the status quo. The reality is many of your competitors are going to pull back their marketing. As a result, your dollar is going to go further than it is now. Your share of voice will grow. This represents a great opportunity for forward looking firms that are committed to growth because there are still lots of buyers out there.
The Reactionary Response
Many service firms automatically cut expenditures, and marketing is often on top of the list. It's an instinctive response to difficult economic conditions. Almost universally, this response will lead a company to have real trouble in the coming years, recession or no recession.
We can understand why firms think they need to cut back. The sensationalistic media attention given to the economy creates a quiet panic in all of us. We run all sorts of scenarios through our head: clients are going to brace for hard times... they will take longer to make purchases... perhaps they'll even cut service providers. As you think of sales cycles stretching, client retention diminishing, and project size shrinking, you may find yourself looking to cut costs.
Marketing is one of those initial costs that seem easy to reduce. It's hard to measure and you aren't quite sure if it's needed when it's time to hunker down. Why not cut it until things are looking up again? It's easy to justify: "We'll go full force once the market turns, it won't hurt a thing."
The Facts
Study after study demonstrates why this is not wise. Keith Roberts, of PIMS Associates, found firms that increase their marketing spend during a recession actually grow significantly faster than firms that maintain or decrease their marketing spend.1 Additionally, firms that invested more in marketing in a down market realized a 4.3% increase in their ROI. This compared to companies that maintained or cut their level of effort during the two years following a recession.
The study also pointed out that those who increased their marketing efforts during a recession gained market share three times faster in the two years following a recession than businesses that cut their marketing. While service firms don't play the market share game, this does illustrate the cumulative effect of marketing and the opportunity for advancement in a recession.
While the work PIMS did is compelling, it's hardly the only material on the subject:
McGraw Hill found that business to business companies that maintained or increased their marketing during the 1981-82 recession grew during and after the recession at a far greater rate than those who didn't maintain or increase marketing spending.2
The research firm of Meldrum & Fewsmith studied all post World War II recessions and found that advertising aggressively during recessions not only increases sales but it also increases profits, and at a far greater rate than those firms that cut back.3
American Business Media found that maintaining share of mind during an economic downturn directly related to current and future sales and that maintaining share of mind costs much less than rebuilding it after a period of marketing inactivity.4
According to Coopers & Lybrand, marketing during a time of economic difficultly solidifies your client case, portrays you as stable, takes business away from less aggressive competitors and positions your firm well for post recession growth.5
We could go on, but we're sure you get the point – this storyline, and the research behind it, is compelling.
The Silver Lining
As legendry ad man Ed McCabe puts it, "All great enterprises move forward in a recession, and the weaklings move back. The dumbbells cut back...the smart people don't."
Be one of the "smart people." Whether there will be or won't be a recession, maintaining a healthy marketing program will only build on what you have already developed. And maintaining and growing what you have toiled long and hard over requires careful planning, decisive execution, and plain old guts. Now more than ever the money you spend now on marketing matters. Not because dark times loom, but because there is real opportunity out there right now.
Thursday, June 5, 2008
Top Keyword Results For May 2008, Keyword; Advertising
advertising,
internet advertising,
online advertising,
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online gambling advertising,
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advertising inflatables,
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cable tv advertising,
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small business advertising,
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post card advertising,
real estate advertising,
internet advertising,
online advertising,
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advertising promotion,
web site advertising,
web advertising,
free advertising,
pay per click advertising,
marketing and advertising,
marketing advertising,
direct mail advertising,
banner advertising,
specialty advertising,
advertising mlm business opportunity,
promotional advertising,
advertising job,
yahoo advertising,
email advertising,
advertising company,
advertising career,
ppc advertising,
advertising clipping services,
e mail advertising,
newspaper advertising,
outdoor advertising,
tv advertising,
internet marketing advertising,
aerial advertising services,
free online advertising,
advertising service,
advertising balloon,
radio advertising,
free internet advertising,
internet advertising agency,
search engine advertising,
online advertising agency,
advertising pen,
business advertising,
pixel advertising,
yellow pages advertising,
advertising space,
promotional product advertising,
what stick why most advertising fail and how to guarantee yours succeeds,
mortgage advertising,
think two product ahead secret the big advertising agency don t want you to know and how to use them for bigger profits,
advertising sales
classified advertising
advertising slogan
advertising software
local advertising
business marketing advertising internet marketing general,
print advertising,
advertising firm,
television advertising,
mobile advertising,
orlando advertising,
advertising agency and services,
billboard advertising,
crayon direct advertising,
internet advertising company,
advertising directory,
served advertising complex,
ezine advertising,
advertising product,
advertising campaign,
tv commercial advertising,
pay per click banner advertising,
internet banner advertising,
advertising school,
advertising idea,
web banner advertising,
car advertising,
restaurant advertising,
advertising agency web site,
advertising sign,
free web site advertising,
advertising job chicago,
advertising agency software,
super bowl advertising,
google advertising tool cashing in with adsense adwords and the google apis,
robbie williams advertising space,
pace picante hispanic advertising agency,
television advertising commercial,
business marketing advertising general,
advertising photography,
advertising age,
advertising design,
online gambling advertising,
direct response advertising,
magazine advertising,
advertising inflatables,
advertising outdoor billboard,
cable tv advertising,
advertising links,
small business advertising,
advertising media,
pay click advertising,
post card advertising,
real estate advertising,
Tuesday, May 27, 2008
Radio Advertising Today
In today's market it is getting tougher and tougher to break thru the clutter. It is more important that ever to have the right professional on each project you do. Check out this radio advertising site to find that professional:
The Right Professional for your Radio Advertising needs, click here
The Right Professional for your Radio Advertising needs, click here
Tuesday, January 8, 2008
Bay Area Radio Stations
- Below you will find a complete list of the local radio stations that you can find on the FM dial. If you plan on using any of the Coast Radio stations, please feel free to consult with me prior to contacting them in regards to radio advertising. I have over a decade of using radio successfully to help clients improve their advertising results.
RADIO WORKS
Bay Area Radio Stations
Callsign Frequency Description Market City / Owner
KLLC 97.3 Adult Contemporary San Francisco - CBS
KOHL 89.3 Top 40 Freemont
KJZY 93.7 Smooth jazz Sebastopol - Redwood Empire Stereocasters
KFFG 104.5 Classic Rock San Francisco - Cumulus
KFGY 92.9 Country Station Santa Rosa - Maverick Media
KZSC 88.1 College UC Santa Cruz
KQED 88.5 Public Public Radio - Bay Area
KUSP 88.9 Public Public Radio - Central Coast
KCEA 89.1 Big Band Atherton - Public Radio
KSQQ 96.1 Portuguese San Jose - Coyote Communications
KPFA 89.3 Variety Berkeley - Public
KMTG 89.3 Variety San Jose - Pioneer High School
KPOO 89.5 Soul, Jazz, Blues & Oldies San Francisco - Poor People's Radio
KSMC 89.5 Variety Moraga - St. Mary's College
KFJC 89.7 Cutting Edge Los Altos - Foothill College
KUSF 90.3 Alternative San Francisco - University of San Francisco
KFER 89.9 Religious Santa Cruz - Public
KSJS 90.5 Urban San Jose - San Jose State University
KWMR 90.5 Community Radio Point Reyes - Community Radio
KVHS 90.5 Alternative San Mateo - San Mateo Junior College
KALX 90.7 School Radio Berkeley - California State Berkeley
KHRI 90.7 Christian Bay Area - Christian.net
KCSM 91.1 Community San Mateo - College of San Mateo
KKUP 91.5 Free Radio Cupertino - Community Radio
KALW 91.7 Information Radio Bay Area - Local Public Radio
KLVR 91.9 Christian Music Rocklin - Educational Media Foundation
KKDV 92.1 Variety 70's,80's, & 90's Walnut Creek - Coast Radio
KSJO 92.3 Spanish San Jose - Clear Channel
KTOM 92.7 Hot Country Santa Cruz - Clear Channel
KNGY 92.7 Pure Dance San Francisco - Flying Bear Media
KRZZ 93.3 Regional Mexican San Francisco - Clear Channel
KPFA 94.1 Free Radio Berkeley - Public Radio
KBAY 94.5 Soft Rock Oakland - InterTech Media
KYLD 94.9 Urban, Party Music San Francisco, Clear Channel
KRTY 95.3 Hot Country San Jose - MediaSpan
KBWF 95.7 Fresh Country San Francisco - Entercom
KOIT 96.5 Lite Rock San Francisco - Entercom
KWAV 96.9 Soft Rock Monterey - Private
KISQ 98.1 Old School, R & B San Francisco - Clear Channel
KVRV 97.7 Classic Rock Santa Rosa - Maverick Media
KFOX 98.5 Classic Rock San Francisco - Clear Channel
KSOL 98.9 Regional Mexican San Francisco - Univision
KVMQ 99.7 Rhythmic AC San Francisco - CBS
KBRG 100.3 Recuerdo (Latin Oldies) Bay Area - Private
KZST 100.1 Adult Contemporary Santa Rosa - Redwood Stereocasters
KVVZ 100.7 La Kalle San Francisco - Univision
PCR 87.9 Pirate Radio Bay Area - Unknown
KXTS 100.9 Hispanic Station Santa Rosa - Private
KIOI 101.7 Adult Contemporary San Francisco - Clear Channel
KXFX 101.7 Rock Santa Rosa - Maverick Media
KDFC 102.1 Classical San Francisco - Bonneville
KRSH 95.9 Adult Alternative Rock Santa Rosa - Wine Country Radoi
KNOB 96.7 Classic Rock Santa Rosa - Wine Country Radio
KKIQ 101.7 Variety 70's, 80's, & 90's Pleasanton - Coast Radio
KUIC 95.3 Adult Contemporary Vacaville - Coast Radio
KBLX 102.1 Adult Contemporary, Oldies R & B San Francisco - ICBC Broadcast Holdings
KSCU 103.3 Eclectic Santa Clara - Santa Clara University
KKSF 103.7 Smooth Jazz San Francisco - Clear Channel
KMHX 104.9 HOT Adult Contemporary Santa Rosa - Maverick Media
KVCH 104.1 Christian South Bay - Private
KFOG 104.5 Classic Rock San Francisco - Cumulus
KRPQ 104.9 ???? Santa Rosa - For SALE
KLDZ 104.9 Modern Rock San Jose - Clear Channel
KITS 105.3 Modern Rock - Alternative Blend San Francisco - CBS
KEMR 105.7 ????? East Bay - Up For Sale
KMEL 106.1 Urban Contemporary San Francisco - Clear Channel
KEZR 106.9 Hot Adult Contemporary San Jose - Intertech Media
KIFR 106.9 FM TALK San Francisco - CBS
KSAN 107.7 ROCK San Mateo - Cumulus Broadcasting
Sunday, December 23, 2007
Make your business "SOUND" like big business
How do you pronounce "meme"?
"Meem" (rhymes with "dream")
What is a meme?
Memes are the basic building blocks of our minds and culture, in the same way that genes are the basic building blocks of biological life.
Isn't memetics just a fancy name for _________ (fill in the blank with "cultural evolution", "behavioral psychology", "sociobiology", or anything else)? Why is this anything new?
The breakthrough in memetics is in extending Darwinian evolution to culture. There are several exciting conclusions from doing that, one of which is the ability to predict that ideas will spread not because they are "good ideas", but because they contain "good memes" such as danger, food and sex that push our evolutionary buttons and force us to pay attention to them.
Who invented memes?
Oxford zoologist Richard Dawkins is credited with first publication of the concept of meme in his 1976 book The Selfish Gene.
If memes control our thoughts and therefore our actions, what about free will?
We continually understand more and more about how our bodies and minds work. We now know that trillions of organic nanomachines in the cells of our bodies work together to give us life. Neither that understanding nor the new understanding of our minds that memetics will give us should affect the philosophical question of free will.
In Virus of the Mind, you seem to neglect truth as a main reason that memes replicate, focusing instead on psychological button-pushing, evangelism, and other non-obvious means. Why?
First, the theoretical reason. Our minds evolved to support survival and reproduction in the ancestral environment (Stone Age). The kind of truth that would have aided that would have pertained to knowledge of terrain, seasons, and so on. These things are concrete and simple. Our society today is so complex that concrete and simple things that "make sense" are likely to out-compete "true" memes that are less appealing. Second, empirical evidence shows that students are getting worse and worse at knowledge tests.
You talk a lot about living life in "Level 3." What does that mean?
It means not just living consciously, but consciously choosing the memes I allow to program me. Read this.
"Meem" (rhymes with "dream")
What is a meme?
Memes are the basic building blocks of our minds and culture, in the same way that genes are the basic building blocks of biological life.
Isn't memetics just a fancy name for _________ (fill in the blank with "cultural evolution", "behavioral psychology", "sociobiology", or anything else)? Why is this anything new?
The breakthrough in memetics is in extending Darwinian evolution to culture. There are several exciting conclusions from doing that, one of which is the ability to predict that ideas will spread not because they are "good ideas", but because they contain "good memes" such as danger, food and sex that push our evolutionary buttons and force us to pay attention to them.
Who invented memes?
Oxford zoologist Richard Dawkins is credited with first publication of the concept of meme in his 1976 book The Selfish Gene.
If memes control our thoughts and therefore our actions, what about free will?
We continually understand more and more about how our bodies and minds work. We now know that trillions of organic nanomachines in the cells of our bodies work together to give us life. Neither that understanding nor the new understanding of our minds that memetics will give us should affect the philosophical question of free will.
In Virus of the Mind, you seem to neglect truth as a main reason that memes replicate, focusing instead on psychological button-pushing, evangelism, and other non-obvious means. Why?
First, the theoretical reason. Our minds evolved to support survival and reproduction in the ancestral environment (Stone Age). The kind of truth that would have aided that would have pertained to knowledge of terrain, seasons, and so on. These things are concrete and simple. Our society today is so complex that concrete and simple things that "make sense" are likely to out-compete "true" memes that are less appealing. Second, empirical evidence shows that students are getting worse and worse at knowledge tests.
You talk a lot about living life in "Level 3." What does that mean?
It means not just living consciously, but consciously choosing the memes I allow to program me. Read this.
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