MYTH #2 - " RADIO IS ONLY GOOD FOR EVENTS "
If I had a nickel for every time....you know the rest. If you are looking for immediate results for your business, your campaign should always include a "call to action"….or, as we refer to it, a
TACTIC. This is the:
"Why Buy Now" factor. This can certainly be accomplished through events, but it's not necessary to
call in the 'event brigade'
on every campaign. Good campaigns rely on the foundation of solid,
consistent positioning and strategy...an event should be an occasional
tactic (why buy now?), but not the reason they "buy
here". Radio can and should be a part of every mass marketing campaign you
do!
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TRUTH
- TELL THEM WHY TO BUY.
Radio is the most immediate, personal and flexible medium you can use. Radio reaches approximately 98% of the population throughout a given week. Radio is in the car, at home, at work, and often in the businesses you patronize. You won't find that kind of penetration with any other medium.
So how do you take advantage of that reach? Tell the people listening
why they should buy from you! Tell them why they should buy from you today! Don't make them wait until Saturday's Event - have them act
now! An 'event' is not always necessary….
a TACTIC is.
Some clients will insist they don't need a TACTIC
- they advertise simply for the sake of "name awareness". I am
not a fan of 'branding' alone.
Besides, the branding you desire can easily be accomplished through consistent marketing with a proven
strategy- one that involves a TACTIC.
A truly successful campaign cannot be accomplished through name awareness and branding alone.
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