Marketing Doesn't work!

Why Businesses Need a Marketing Plan

"Too often, I see business owners dipping their toes into various media, hoping something will stick. They throw a little money here and there, and when it doesn’t work out, they move on, thinking that media option failed them. The truth is, without a structured marketing plan, you're setting yourself up for disappointment."

The Purpose of Advertising

"So, why do businesses advertise? The answer is simple: to sell more products, increase services, generate leads, and boost repeat business. Advertising is not just about being seen; it’s about driving actions that lead to tangible results."

Understanding Customer Behavior

"But why do customers buy things? It boils down to two reasons: they either need it or want it. And what creates these needs and wants? Triggering events in their lives."

The 95/5 Rule and Triggering Events

"Here's where the 95/5 rule comes into play. 95% of the time, people are not in the market for your product or service. But it's that 5% of the time, driven by triggering events, that they're ready to buy. Understanding and leveraging these events can move potential customers from the 95% to the 5%. People decide to buy something long before they actually do; they think about what they want and where they're going to get it."

The Four Keys of Successful Advertising

"To make your advertising truly effective, you need to focus on four key elements:

1. Reach: Ensuring your message gets to as many potential customers as possible.
2. Frequency: Repeated exposure to your message to build familiarity and trust.
3. Consistency: Maintaining a steady presence and coherent messaging across all platforms.
4. Message: Crafting a compelling message that resonates with your target audience."

The Eight Characteristics of Successful Advertising

"Additionally, successful advertising campaigns share eight key characteristics:

1. Reach your potential customer: Ensure your ads reach the right audience.
2. Influence sales close to the point of purchase: Drive sales when customers are ready to buy.
3. Provide local consumer action: Encourage actions that benefit your business locally.
4. Create an emotional connection: Build a bond with your audience.
5. Build trust and credibility: Establish your brand as trustworthy and reliable.
6. Provide un-skippable engagement: Ensure your message is seen and heard.
7. Be cost-effective: Get the most out of your advertising budget.
8. Deliver affordable ads quickly: Produce and launch ads efficiently."

"Every local advertising option has merit in some of these categories, but radio is the only local media option that delivers all eight. That's why radio advertising consistently delivers the highest return on investment compared to any other local media option out there."

"Want to make sure your advertising works for you? Let’s create a comprehensive marketing plan that gets results. Reach out to me today for a consultation, and let's turn your marketing efforts into success stories."