Christian Radio - A Great Way To Advertise
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Published on 10/11/2006
How amazing would it be if you could tap into a fiercely loyal
pocket of potential customers - a group of people that actually
wanted to give you money? Incredible as it may sound, this is
exactly what John discovered, purely by accident.
Radio advertising today is generally considered a poor
investment. Besides the fact radio ads are an unwelcome
interruption to the listener, the huge growth of "ad-free"
satellite radio stations serving your market has grown
dramatically and greatly diluted the audience base of local
radio broadcast stations.
But, with that said, there is a nugget of gold in the radio
market that most people do not know about.
This secret marketing "golden nugget" is Christian radio.
Yes, they have a smaller listener base than most regular radio
stations. But if the most important thing to you is the number
of real dollars coming into your cash register, then you will
want to read this story.
John P. opened a new appliance and satellite dish store in a
community of about 35,000 residents, in Northwestern Wisconsin.
For his grand opening, he advertised on the main TV station in
the area, the two highest rated radio stations, and in the local
newspaper. As an after-thought, he purchased a few ad spots on a
Christian radio station located in a community about 60 miles
away.
John was a very analytical person, so he kept very close track
of the results.
The TV ads pulled the highest number of visitors. The newspaper
pulled in the second highest, and the two major radio stations
came in third and fourth. The Christian station came in last in
total volume of visitors. As far as his advertising spend, most
of his money was spent with TV, his second highest investment
was with the two main radio stations. His third highest
investment was the newspaper and his lowest investment was with
the Christian station.
The highest total dollars spent by visitors came from the
newspaper readers. This he found as no surprise based on
experience.
According to this, you would conclude, and rightly so, that the
newspaper was his best return on investment. His worst
investment appears to be the Christian station.
But here is where it really gets interesting.
His second best medium for volume of actual dollars brought in
during this event was the Christian station. The Christian
station brought in more profit than TV and more than the other
two radio stations combined.
John also kept track of conversion ratios. Newspaper provided
one paying customer out of eight visitors. TV and the two radio
stations converted at the rate of one customer per 16 visitors.
But the Christian radio station came in at better than one sale
out of two visitors.
Here is why John got such a phenomenal return on investment from
the Christian radio station.
Christian radio listeners are a fiercely loyal audience. So
committed and loyal, in fact, that they are continually sending
in DONATIONS to support their station. Just think about that.
What other medium that accepts advertising have you ever heard
about that receives supporting donations from its audience?
When they hear your ad on "their" station, you become, in their
minds, "part of the family". Because you are supporting them,
they feel a strong inclination to support you. If there is a
choice to be made for a specific need they have, they will tend
to choose you first. This is true, of course, provided your
products or services are not in conflict with their beliefs.
The biggest challenge in marketing any business is building
credibility and trust. These are built in features with
Christian radio advertising.
John chose the "interview-commercial" format for his ads. This
is a powerful advertising method. The station owner or manager
interviewed him about his business. This type of ad format comes
across to the listener as informative rather than an irritating
interruption. Also, in the listeners mind, they are not doing
business with an impersonal business but a real person just like
them.
Before moving forward with an ad program such as this, it would
be wise to listen to the station for a few days to get a feel
for their content, so you can better harmonize with their
audience. Also, find out when their most popular programs air
and use only those time slots - at least initially. These will
be the most responsive times for you and give you more accurate
test results.
Because Christian programming is normally more content than
music drove, you may find the most popular programs air in early
evening.
And, as with all marketing, your best results come from being
honest, being genuine, being yourself.
Keep newspaper as your base source of revenue generation, but
you may find the local Christian radio station a strong ally and
a wise investment for a long term boost in business. This group
of loyal customers can create steady growth for your business,
and help smooth out the ups and downs of the marketplace.
About the author:
Sam Crowley lives in Cincinnati, OH with his wife Angela and
three children. Sam is a best-selling co-author and motivational
speaker. You can see Sam's home business at
www.DefendYourDream.com.Sam's mission is to create ten
millionaires in the next five years
How amazing would it be if you could tap into a fiercely loyalpocket of potential customers - a group of people that actuallywanted to give you money? Incredible as it may sound, this isexactly what John discovered, purely by accident.
Christian Radio - A Great Way To Advertise
How amazing would it be if you could tap into a fiercely loyal
pocket of potential customers - a group of people that actually
wanted to give you money? Incredible as it may sound, this is
exactly what John discovered, purely by accident.
Radio advertising today is generally considered a poor
investment. Besides the fact radio ads are an unwelcome
interruption to the listener, the huge growth of "ad-free"
satellite radio stations serving your market has grown
dramatically and greatly diluted the audience base of local
radio broadcast stations.
But, with that said, there is a nugget of gold in the radio
market that most people do not know about.
This secret marketing "golden nugget" is Christian radio.
Yes, they have a smaller listener base than most regular radio
stations. But if the most important thing to you is the number
of real dollars coming into your cash register, then you will
want to read this story.
John P. opened a new appliance and satellite dish store in a
community of about 35,000 residents, in Northwestern Wisconsin.
For his grand opening, he advertised on the main TV station in
the area, the two highest rated radio stations, and in the local
newspaper. As an after-thought, he purchased a few ad spots on a
Christian radio station located in a community about 60 miles
away.
John was a very analytical person, so he kept very close track
of the results.
The TV ads pulled the highest number of visitors. The newspaper
pulled in the second highest, and the two major radio stations
came in third and fourth. The Christian station came in last in
total volume of visitors. As far as his advertising spend, most
of his money was spent with TV, his second highest investment
was with the two main radio stations. His third highest
investment was the newspaper and his lowest investment was with
the Christian station.
The highest total dollars spent by visitors came from the
newspaper readers. This he found as no surprise based on
experience.
According to this, you would conclude, and rightly so, that the
newspaper was his best return on investment. His worst
investment appears to be the Christian station.
But here is where it really gets interesting.
His second best medium for volume of actual dollars brought in
during this event was the Christian station. The Christian
station brought in more profit than TV and more than the other
two radio stations combined.
John also kept track of conversion ratios. Newspaper provided
one paying customer out of eight visitors. TV and the two radio
stations converted at the rate of one customer per 16 visitors.
But the Christian radio station came in at better than one sale
out of two visitors.
Here is why John got such a phenomenal return on investment from
the Christian radio station.
Christian radio listeners are a fiercely loyal audience. So
committed and loyal, in fact, that they are continually sending
in DONATIONS to support their station. Just think about that.
What other medium that accepts advertising have you ever heard
about that receives supporting donations from its audience?
When they hear your ad on "their" station, you become, in their
minds, "part of the family". Because you are supporting them,
they feel a strong inclination to support you. If there is a
choice to be made for a specific need they have, they will tend
to choose you first. This is true, of course, provided your
products or services are not in conflict with their beliefs.
The biggest challenge in marketing any business is building
credibility and trust. These are built in features with
Christian radio advertising.
John chose the "interview-commercial" format for his ads. This
is a powerful advertising method. The station owner or manager
interviewed him about his business. This type of ad format comes
across to the listener as informative rather than an irritating
interruption. Also, in the listeners mind, they are not doing
business with an impersonal business but a real person just like
them.
Before moving forward with an ad program such as this, it would
be wise to listen to the station for a few days to get a feel
for their content, so you can better harmonize with their
audience. Also, find out when their most popular programs air
and use only those time slots - at least initially. These will
be the most responsive times for you and give you more accurate
test results.
Because Christian programming is normally more content than
music drove, you may find the most popular programs air in early
evening.
And, as with all marketing, your best results come from being
honest, being genuine, being yourself.
Keep newspaper as your base source of revenue generation, but
you may find the local Christian radio station a strong ally and
a wise investment for a long term boost in business. This group
of loyal customers can create steady growth for your business,
and help smooth out the ups and downs of the marketplace.
About the author:
Sam Crowley lives in Cincinnati, OH with his wife Angela and
three children. Sam is a best-selling co-author and motivational
speaker. You can see Sam's home business at
www.DefendYourDream.com.Sam's mission is to create ten
millionaires in the next five years