Build a PLAN for your BRAND! (Full Seminar Video)

Here is a good example. How did you get to work today? Did you drive? What's going to happen when you go out to your car at the end of the day and you realize you have a flat tire? THAT'S a TRIGGERING EVENT! When you woke up this morning, were you thinking about buying a tire? Probably not! But when life happens, triggering events happen! Who is the first person you think of? Where are you going to get a new tire or WHO are you going to call?

Think for a second... WHAT are the triggering events that your customers are going to have that will make them think about YOUR business?

That's why it's so important to be KNOWN before you're needed!

So, ask yourself….are you top of mind? Are you the first business that is thought of when the need arises? 

MIND SHARE EQUALS MARKET SHARE. The more minds that you own, the more market share that you’ll own.  

That’s why branding your business is THE most important thing you can do to gain mindshare and marketshare.

You ultimately want your product or service to be know before it’s needed.... 

There are four KEYS to successful advertising....

With all of the different advertising options available, HOW do you decide which to use? To answer that question, let's look at WHAT makes advertising successful.

A study was done over a six year period, looking at 3,200 different advertising campaigns. What they found was successful ad campaigns all shared eight characteristics.

These are the eight characteristics that produce the best performing advertising.

It goes without saying that your advertising must reach your potential customers and all of your local media options reach potential customers. But what you may not know is that Radio is America's #1 mass vehicle — reaching 93% of the population according to Nielsen.

The most successful advertising has the ability to Influence customers when they are close to the point of purchase. Did you know that nearly half of all purchase decisions occur within 30 minutes of that purchase? Outdoor, Digital, Direct Mail and Radio get you close to the point of purchase. And while digital works well for targeting online shoppers, outdoor may be seen from the highway, and Direct Mail does a good job with couponing to discount shoppers, only Radio reaches your customers actively engaging with your message by listening in their car — on the way to the store where 92% of all transactions still take place. 

The best performing advertising provides 1-on-1 moments with your consumers through local consumer interactions.

These 1-on-1 interactions will help you create personal and lasting connections that extend well beyond the life of the actual advertising schedule. Of all these media options, Radio is the only one that allows you to be both “live and local,” on-air and in your community through promotions and events including live concerts and local remotes.

These personal and lasting one-on-one interactions give Radio a distinct advantage. 

The best performing advertising will create strong emotional connections. Because, when people are emotionally engaged, they are more receptive to your message. In advertising, that starts with choosing media that people connect with on an emotional level. Broadcast TV, Cable TV, Newspapers, and Radio all fit the bill; however, Radio leads the pack. 

Radio listeners are FANS who tune in specifically and regularly to their favorite stations (multiple times a day) and develop intimate relationships with on air personalities. These intimate relationships lead to more engagement with the advertising they hear during their favorite programs. Research shows that emotional engagement scores go up when an on-air personality is featured in an ad vs. a recorded brand spot. 

The best performing ad buys also build trust & credibility for your brand. Outdoor and most digital advertising lack a human connection so they can’t really communicate or foster trust & credibility…But 3 out of 4 adults agree that Radio is an environment that is credible and trusted. In fact, the majority of consumers say that their favorite personality influences their opinion AND they have considered or purchased a product advertised during their favorite show. The relationship progresses from fan to friend, with over 78% of listeners saying “I trust on-air personalities like a friend.”  

The best performing advertising should provide un-skippable engagement. Let’s face it: all advertising has the potential to be ignored. With today’s technology, TV and digital ads can easily be permanently blocked or skipped which means that your ads have no chance of being seen or heard. Fortunately, Radio is not vulnerable to ad blocking technology, plus research shows that 2/3 of radio listening occasions do not involve switching stations which means that your ad is more likely to be heard. 

The best performing advertising has to be be cost effective. You can reach lots of potential customers inexpensively through Outdoor, Digital, and Radio. And, Radio has a lower cost per thousand impression rate than most local media, allowing you to get more bang for your buck. 

And finally #8: The right media partner should help you create affordable ads quickly. Newspaper, Digital and Radio can work directly with you to create tailored and timely ads. And yes, more and more, you can change your messaging quickly on digital billboards, but that capability is only available on a small percentage of billboards. But, Radio will create spots for you at little to no cost, and get you on the air within 24 hours which will save you time and money, so that you can move quickly on special promotions or key opportunities. 

OK Let’s step back and look at this…Clearly every local media option has merits, and every local media option delivers some of the requirements you need. But ONLY RADIO CHECKS ALL THE BOXES, and delivers ALL the characteristics that together are what drive the BEST advertising results…let‘s quickly review... 

…radio consistently delivers the highest return-on-investment for advertisers. In fact, research shows that for every dollar you spend in radio, the average return is $10. That’s an unbeatable 10 to 1 return – and 3 to 4 times better than every other local media option. 

This study looked at 3,200 ad campaigns that ran over 6 years, and the majority, 71% use more than one platform. Radio, digital display ads, search, online video, and more. If you add just one more media platform, your ROI will increase by 19%! And the more more platforms added, the return on investment increases.

We know that your customers are one more than one platform; they listen to the radio, spend time on social media and their favorite websites, just to name a few….  and we can make it easy for you to coordinate your advertising across both radio and digital with a unified message. 

Research proves that when you use multiple platforms AND use the same messaging and creative, your message to the consumer is nearly 60% more effective in motivating consumers to buy.

I think this is some math that we can all get behind! 

We like to think 1+1 = 3 because by adding digital to your radio you're getting that increase in your ROI!

Many people know the name Cumulus for top radio stations all over the country but did you know we're also a full digital marketing company also? Most people claim to "do digital" but let me show you how we can handle your digital and create a coordinated message with your radio, to increase your ROI and maximize your marketing budget.

We put our digital products into three buckets. C-Mail, C-Services and C-Target.

C-mail is anything email marketing related. We can target by a variety of filters and criteria. Use email marketing to deliver your message right to the inbox of potential customers. Use email marketing to build your own customer list with emails and street addresses of your target customer.

C-Services is about HOW your look online and your online presence. From website design, mobile optimizing or social media posting or management to Google Ad-Words, SEO or SEM work and Facebook, Instagram or Twitter pay per click advertising.

C-Target is anything banner ad related and one of the HOTTEST new technologies for reaching your future customers!

We use a blended tactic for our C-Target campaigns.

Think OUTSIDE just Google, Bing and Yahoo.... ANY website that has a search bar, can be targeted. If you're selling cars and someone is on a website and types ANY of the keywords we're targeting, we can capture their IP address and continue to deliver banner ads to these people for the next 30 days,

Contextual search is tracking anyone who is surfing the web looking for content similar to what you offer. People maybe researching vehicles or whatever your trigger is.

We can even retarget people who have been to your website and keep your banners in front of them.

Geo-fencing technology is great for both business owners and recruiters. We have the ability to target a building, parking lot, event or any location (down to the size of a parking space) and target people inside that geo-fence. Then, for the next 30 days, we put YOUR ad in front of these people on websites they're already using and apps they already have installed. They don't need to do anything for us to capture their IP address.

We can even take geo-fening a step further. Our residential geo-fence can target your in house mailing list (up to 1 million addresses) and then target every internet connected device inside that address! Imagine doing a direct mail campaign without hte cost of printing or postage!

We'll even put an invisible fence around your retail location and tell you HOW MANY people we targeted, walked in your business as a direct result of this campaign.

We'll go over the results of your campaign on a monthly basis, allowing us to tweak, modify or improve your results.