 CAN YOU HELP? [Anyone used local radio for advertising?] |
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Posted on 27th Nov 2008 at 09:05
Hubby is sure that we should use local radio (Orchard fm in Somerset) for advertising. He listens to it in the car all the time (I prefer radio 1 myself). I have heard local radio being played in a few local shops and I believe it is played in factories and offices.
Has anyone used local radio? Is it worth the expenditure?
Or, is it just hubby who actually listens to it - and then comes home singing the annoying jingles??
Sarah
Sarah & Andrew Peppin
Crossmoor Meadows Executive Bed & Breakfast Accommodation
Spaxton, Bridgwater, Somerset TA5 2PB Phone: 01278 671598
Email: sarah@crossmoormeadows.co.uk Web: www.crossmoormeadows.co.uk
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Posted on 27th Nov 2008 at 09:14
I've a marketing background Sarah, my gut instinct is, you'd be AGGRESSIVELY WAITING.
I think there are smarter ways to spend marketing spend in this case.
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Posted on 27th Nov 2008 at 09:15
It can be very effective, I used it for clients when I was an ad agency bunny. You need to buy your slots carefully to get the times that your prospects will be listening, and you need a great script and execution.
John Greaves from Hertbeat Radio is a 4N member, though a) he is out of your area and b) I've never seen him online! But he can give you some great general advice before you contact your station, I'm sure.
Shoes Galore Letchworth
01462 481757
sgletchworth@ntlworld.com
www.shoes-galore.co.uk
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Posted on 27th Nov 2008 at 09:50
Sarah, I have never actually tried radio, but I have met with Lantern FM (when I was in North Devon) and also with Gemini FM (Exeter). On both occasions, I chose not to go with them for the following reasons:
1. No matter how they packaged it, it still seemed very expensive with no guarantee of success.
2. You may be quoted a lot of air-play time, but only a very small amount is at peak listening times.
3. Audience numbers are irrelevant if they are not your target market. (How many Somerset residents need B&B in Somerset?)
4. You would be paying for what is a relatively short campaign that has no sustained impact.
As a business whose primary income is from the travelling public, I would suspect that it is unlikely to bring much, if anything, by way of business.
For my own marketing, I really have only 3 key strands.
Number 1 is the internet. I am listed on various selected portal sites (some of which I pay modest amounts for) and bookable through 2 major commision sites (which brings a very large chunk of my hotel trade). Apart from that, I major on my own website and getting it found.
Number 2 is local newspaper advertising for my restaurant. This works extremely well, but only because the product is targeted at the readership. I would not use this for marketing the accommodation.
Numebr 3 is 4Networking. Being seen here regularly is one of the best long-term marketing strategies. It may have taken a couple of years to get there, but I am now doing at least my annual membership cost in 4N related revenue every single month. It's also the most fun you can have while marketing your business!
January 4N Member Offers:
"DB&B for the price of B&B" or "Dinner for 2 with Free Wine" Click here for details
A Hotel for Business or Pleasure (but better for BOTH!)
01404 831278
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Posted on 27th Nov 2008 at 09:53
You could argue that local people will recommend the B&B to friends/family/business colleagues when they visit the area, so awareness locally could be useful. However, you are right, I don't think I would make it a main part of my marketing mix.
Shoes Galore Letchworth
01462 481757
sgletchworth@ntlworld.com
www.shoes-galore.co.uk
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Posted on 27th Nov 2008 at 10:00
Quote:
You could argue that local people will recommend the B&B to friends/family/business colleagues when they visit the area, so awareness locally could be useful. However, you are right, I don't think I would make it a main part of my marketing mix.
Awareness is fine, but with radio that can take a lot of investment. Unless you have a very long, sustained (expensive) campaign, the awareness is very short-lived. Also, targeting should be just that. If a campaign is only tagreting someone who will not actually be a customer themselves, it all becomes a bit more "scatter-gun", than "sniper"!
January 4N Member Offers:
"DB&B for the price of B&B" or "Dinner for 2 with Free Wine" Click here for details
A Hotel for Business or Pleasure (but better for BOTH!)
01404 831278
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Posted on 27th Nov 2008 at 10:03
Agreed. It would be a nice-to-have rather than my 1st priority. Many people like to use radio (and outdoor) because their friends and family see/hear it and it is flattering. Actually, we used to deliberately book poster sites near clients' houses for that effect!
Shoes Galore Letchworth
01462 481757
sgletchworth@ntlworld.com
www.shoes-galore.co.uk
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Posted on 27th Nov 2008 at 10:45
Sarah
I would agree with Brad, I wouldn't think that spending your marketing budget on radio advertising is the way forward for you.
I'll send you a PM.
Dawn Catlow FREC
apples & oranges
Sales Marketing Creative Event Planning
T 01278 430 620
M 07872 307 153
www.applesandoranges.co.uk
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Posted on 27th Nov 2008 at 11:24
Thanks everyone for your comments, and Dawn for your pm (I'll ring you to arrange a coffee/chat!)
We have had some great bookings from big local companies who arrange the accommodation locally for visitors from UK and abroad, they would be who we'd be targeting mainly.
It does look expensive, and as people have said you have to have a good (not irritating) advert, one which hubby would NOT come in through the door singing (Notaro's song comes to mind - those who live in Somerset will know what I mean!) - But then if its one of those songs/jingles that sticks in your head then the advertising is working I suppose?
Sarah
Sarah & Andrew Peppin
Crossmoor Meadows Executive Bed & Breakfast Accommodation
Spaxton, Bridgwater, Somerset TA5 2PB Phone: 01278 671598
Email: sarah@crossmoormeadows.co.uk Web: www.crossmoormeadows.co.uk
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Posted on 27th Nov 2008 at 11:45
Quote:
We have had some great bookings from big local companies who arrange the accommodation locally for visitors from UK and abroad, they would be who we'd be targeting mainly.
I am sure Dawn will go through this with you, but let's say you were prepared to budget £1,000 on radio advertising to reach the ears of a few large local companies. Couldn't you make that money work much harder by researching those companies and getting to meet the key people? Maybe even use your friendly local 4Networking colleagues to find ways into those companies and get you appointments?
January 4N Member Offers:
"DB&B for the price of B&B" or "Dinner for 2 with Free Wine" Click here for details
A Hotel for Business or Pleasure (but better for BOTH!)
01404 831278
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Posted on 27th Nov 2008 at 13:17
I know Simon Pitts-Drake of Thebestof Swindon has a radio marketing campaign with local radio station Brunel FM. It raise's awareness of thebestof swindon and thus raises awareness of their members. it might be worth seeing if their are any companies like THEBESTOF in your area and instead of spending money on only one marketing avenue, take advantage of many.
TheBestof Swindon website gets over 50,000hits per month, due to all the marketing they do in the local area. This is brillaint for the businesses who are represented on there.
Dom Rosato (Managing Director)
Flat fee recruitment that works, Guaranteed!
Telephone: 01793 441 459 Email: dom.rosato@employerfirst.co.uk
WWW.EMPLOYERFIRST.CO.UK
(Marlborough 4N Group Leader)
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Posted on 27th Nov 2008 at 15:02
Dom, "Best of Hereford" have also used radio advertising on Sunshine FM so maybe "Best Of" has (or had) a national deal with Laser Broadcasting who also owned Brunel FM. I use the past tense because Laser went into administration in October. South West Radio have now bought Brunel FM and some other stations in that area.
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