O'Charley's Atlanta Increases Revenue with Radio

Click below to hear from the Atlanta O'Charley's Operational Director on the effectiveness of his advertising on 104.7 the Fish.

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La Parilla Atlanta -- The Fresh Results with Radio Advertising

Recently received notice about how well 104.7 the Fish delivered for La Parilla Mexican Restaurants.

The following was from the advertising agency handling La Parilla in an email:

"Thought I'd add one to your list of successes ... I spoke with La Parilla , and they said many people mentioned they heard our ad on the FISH. We ran only one flight, and got immediate RESULTS."

Santa Endorses Results With Radio

I got a personal endorsement from the big guy himself. (Note the giant belt buckle that gives away his identity).

Santa says that Atlanta businesses who want to get results with their marketing should contact Mike Copeland.

If you've been a good business, I think that Santa and I could arrange for some good qualified leads to be under your tree this year.

Give me a call or e mail me.

Merry Christmas!!

Women And Online Brand Engagement

Women are clicking and are remaining more engaged with brands who offer virtual currency. In a recent Brandweek article, recipients claimed that using virtual currency was both "fun" and "addictive."

"It talks to the fact that women are interacting with these games," said Wise. [Matt Wise, President, Q Interactive] "If you can create a positive brand experience, it's an excellent way to weave advertisements into a game because you've got the attention of the consumers ... It's a positive experience for the consumers and keeps the consumer engaged in the game by getting more virtual points and ideally playing some more."

The findings also report that "women are jumping at the chance to earn online points and virtual dollars."

We have a platform like none other here at 104.7 the Fish to take advantage of this trend. It's called Fish Rewards -- a points based loyalty program that rewards our audience for engaging with our advertisers.

The more points our audience earns the more prizes they can win -- all while getting a "forced" education about your business.

Interested in learning more? Let's talk.

104.7 the Fish Decorating Wars

At 104.7 the Fish there are two rows of advertising sales professionals. You can imagine the competitive nature between all of us. Now that competition has stretched into who can decorate their isle the tackiest.

Watch out Clark W. Griswald. You have nothing on ad guys in the ATL.

Advertising Lessons from a Chiropractor

I did something that I thought I'd never do.

I went for a chiropractic appointment because of a chronic pain I've developed in my right shoulder area.

Now you wouldn't think there are any advertising lessons from a doctor of chiropractic but there were ... many lessons that could apply to your business.

First, my doctor listened intently to the symptoms I was experiencing. He asked good follow up questions to gather more information.

He then had me lay face down on the table.

This is where he really demonstrated his expertise. After feeling my spine, he asked me questions about acid reflux and a couple of other health related questions. He confidently demonstrated knowledge, then, suggested specific test before moving forward in treatment so that he would know exactly what he was dealing with.

(Remember prescription without diagnosis is malpractic in any field)

I walked into that chiropractor's office not exactly sure if this treatment was for me but in a short 60-minutes walked out convinced that I needed to have chiropractic care. And I felt good about parting with my $$.

Advertising Lesson: Like this doctor of chiropractic did, find your customers pain. Demonstrate your expertise. Then, show how your product or service best eases the pain. When you find the pain and demonstrate knowledge of how to get rid of the pain, cost to your customer becomes a lower factor on the decision making scale.

Radio Advertising Success -- Builders Floorcovering

Copee's Turkey Recipe -- Guaranteed Success

Thanksgiving is my most favorite time of the year. I not only love the wonderful cornucopia of food but I love what Thanksgiving represents.

Without getting all syrup-y (if that's a word), I truly am thankful for each and every one of my clients that I work with. Each one of you makes my job the most fun job in the world.

So as we prepare for "Turkey Day," allow me to offer you my heartfelt thanks not only for your business but also for your friendship.

Many of you have asked how I fix my turkey. I'm sharing my recipe (which also happens to be Alton Brown's recipe from the Food Network). This makes the most moist, tender, mouth watering turkey you've ever tasted.

Copee's Famous Turkey Recipe (Actually Alton Brown's -- but I've cooked it for 4 years now so I consider it my own)

Ingredients

1 (14 to 16 pound) frozen young turkey
For the brine:
1 cup kosher salt
1/2 cup light brown sugar
1 gallon vegetable stock
1 tablespoon black peppercorns
1 1/2 teaspoons allspice berries
1 1/2 teaspoons chopped candied ginger
1 gallon heavily iced water
For the aromatics:
1 red apple, sliced
1/2 onion, sliced
1 cinnamon stick
1 cup water
4 sprigs rosemary
6 leaves sage
Canola oil

Directions

2 to 3 days before roasting:

Begin thawing the turkey in the refrigerator or in a cooler kept at 38 degrees F.

Combine the vegetable stock, salt, brown sugar, peppercorns, allspice berries, and candied ginger in a large stockpot over medium-high heat. Stir occasionally to dissolve solids and bring to a boil. Then remove the brine from the heat, cool to room temperature, and refrigerate.

Early on the day or the night before you'd like to eat:

Combine the brine, water and ice in the 5-gallon bucket. Place the thawed turkey (with innards removed) breast side down in brine. If necessary, weigh down the bird to ensure it is fully immersed, cover, and refrigerate or set in cool area for 8 to 16 hours, turning the bird once half way through brining.

Preheat the oven to 500 degrees F. Remove the bird from brine and rinse inside and out with cold water. Discard the brine.

Place the bird on roasting rack inside a half sheet pan and pat dry with paper towels.

Combine the apple, onion, cinnamon stick, and 1 cup of water in a microwave safe dish and microwave on high for 5 minutes. Add steeped aromatics to the turkey's cavity along with the rosemary and sage. Tuck the wings underneath the bird and coat the skin liberally with canola oil.

Roast the turkey on lowest level of the oven at 500 degrees F for 30 minutes. Insert a probe thermometer into thickest part of the breast and reduce the oven temperature to 350 degrees F. Set the thermometer alarm (if available) to 161 degrees F. A 14 to 16 pound bird should require a total of 2 to 2 1/2 hours of roasting. Let the turkey rest, loosely covered with foil or a large mixing bowl for 15 minutes before carving.

Happy Thanksgiving!!

2010 Fish Education Fair

It's happening January 16th and 17th -- the 2010 Fish Education Fair. This event attracts families with kids. Great place to be if you need to reach this specific demographic.

Watch the video recap from last year's Fish Education Fair. If you're interested in being a part of this year's Education Fair, contact me.



Enter a comment below with your name, phone, and e mail address and automatically enter to win 30-days of advertising on http://www.thefishatlanta.com. Winner will be chosen randomly from all entries.

How To Use 104.7 the Fish's Fish Rewards

Using Digital Resources With Your Radio Campaign

Are you using your digital resources to their fullest to drive additional business?

In a recent article, one station is maximizing all of their assets to generate additional lead volume for their clients. According to the write up ...

"They go to the client and film a professional video on location. Most
are better than local TV spots; the time is longer and the price much
cheaper. Drive listeners to your site with a special offer on on-air,
where they can check out the video. Perhaps a certain word or code will provide a discount or freebie at the client(s)' location."

The president of Peak Broadcasting, Bill Figenshu says, "We've got to be able to offer a full package of on-air, online, video, audio, etc. Advertisers want a full horizontal and vertical plan today."

The video featured above is from a client, Craft Electric, who is capturing the vision of captivating our audience in every avenue of engagement.

We can shoot an on location video like this and we can guarantee immediate and measurable results.

Want to find out how?

Give me a call at 404-995-7343.

40+ New Patients Per Month

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OH2 Medical Spa reports an average of 40+ patients per month using our solutions from 104.7 the Fish.

OH2 primarily focuses on women 35+ who have varicose and spider vein issues.

Listen to my interview with Dr. Randy Rudderman from OH2 Medical Spa.

How to Convert Web Traffic to Sales

A recent WSJ article gives businesses 3 distinct ways to convert web traffic to sales. Converting traffic to sales is the name of the game for every business I talk with each day.

The WSJ article suggests the following:

1. Install a click-to-call feature -- website visitors click the link on your site, a box pops up. They insert a phone number and press a button. A short while later, customers receive a phone call. Mira Golin, owner of Body By Brooklyn, in Brooklyn N.Y. says she has a 5-10% conversion rate using a click-to-call feature on her website. Click to call widgets are offered by Jajah, TringMe, and Flaphone among others.
2. Chat with customers online -- a home improvement retailer says, "We couldn't believe how many chats we were getting." Over 300 chats daily with a 9% conversion rate daily! For a FREE chat program, check out www.meebo.com. You can embed a widget onto your website (Notice that I now have a LIVE chat feature on my blog -- chat me up)
3. Offer a try-before-you-buy program -- for service clients this might be a bit more difficult to do but think along the lines of how you can get trial before purchase.

Do You Have Raving Fans?

You’ve heard their commercials that always say, “Publix, where shopping is a pleasure.”

It’s more than just a trendy ad agency developed tag line.

In the case of my recent experience, it was the truth.

Someone once said that in advertising, truth is better than creativity.

Let me share.

A few days ago, I went to Publix at the Peach on Peachtree Road in Buckhead.

Because I am “attempting” to eat healthier, I got a bowl of fruit from the produce department. About a week ago, I bought the same thing but was a bit disappointed when I found withered grapes and sludge at the bottom of my fruit bowl.

I mentioned this to the Publix produce manager.

Here’s where GREAT customer service pays off!

The produce manager took my bowl of fruit under the pretense that he was going to check the new bowl to make sure it was up the Publix standards.

Not only did he check the bowl but he added additional fruit. Then, to top that off, he tore the price tag off and put a no charge tag on my bowl of fruit.

Now that’s pleasurable shopping.

Face it. Everyone has an off day.

It’s how you respond to that off day that can either make RAVING FANS or cause customers to jump ship.

I’m more than ever a RAVING FAN of Publix – where shopping is truly a pleasure.

What are you doing in your business to make customers RAVING FANS?

Feel free to comment.

920 WGKA Gets Results!!

I now have a GREAT opportunity to help advertisers not only reach women with 104.7 the Fish but also affluent men, aged 35+ with "Intelligent Talk 920 WGKA."

Ralph Boardman advertises his Tax and Financial Strategies business on 920 WGKA. Not only has he been an advertiser for over a year with WGKA but he recently won a red corvette by being the top producing financial planner in his region.

920 WGKA helped him get there.

Fish Rewards -- More Info

(Click on image for closer view)
(Click on image for closer view)

If you are a regular reader of this blog, then, you know that I am constantly blogging about campaigns that are producing results for advertisers.

Today is no different when I want to talk with you more about a new asset that we have available at 104.7 the Fish called "Fish Rewards."

"Fish Rewards" operates just like a frequent flyer program for our listeners and there are huge benefits to advertisers like you.

This program generates instant measurable results for you.

Case in point ... Craft Electric's Current Safe program shown above in this post.

We embedded the Craft Electric video into "Fish Rewards." We gave the audience a question that required them to watch the video to find the answer.

The video has been online since last Friday and as of this morning, 327 people have viewed the Craft Electric Current Safe Parks Stamper video.

Imagine if you had 327 people in just a few days view your campaign message. Could it make a difference to you?

There are so many different ways we can help you utilize this asset to move the sales needle.

If you could use additional people visiting your website and being exposed to your message, then let's talk 404-995-7343.

Helping you get results with your advertising $$'s is what we do.

Man's Best Friend Gets Results

Jon Bolander, owner of Man's Best Friend, talks about how 104.7 the Fish delivers new customers even in this economy.

If we can help sell dog training in a recession, don't you think we can help you?

Reason #1 To Improve Your Web Video Presence

A new report released today by Pew Internet shows that a full 62% of adult internet users watch online video. Many of those viewers are coming from video sharing sites like YouTube and others.

How does this affect you? Do you have web video up and running on your website? Perhaps, you could do a product demonstration or put customer testimonials up on your site.

What about positioning yourself as an expert in your field?

There are so many different things you COULD do to get started.

You may be saying you know absolutely nothing about producing a web video. If that's the case, feel free to contact me. I've produced a number of client videos showcasing advertisers' businesses.

Radio Gets Results -- Makes TV Work Even Better

This comes from across the pond in the UK. Great demonstration of the power of radio advertising.

Fish Rewards

Traditionally, I use this blog to share the success stories that I hear on a daily basis on how we are positively affecting someone's business with our ideas. But today, I want to share a brand new concept that has just come available on 104.7 the Fish that, I think, will transform the way we help you generate results from your advertising campaigns.

It's called Fish Rewards.

Fish Rewards is a points-based loyalty, database and contesting platform that rewards listeners to take measurable actions in support of your advertising campaign.

Fish Rewards helps you generate FAST, MEASURABLE response.

As you can see from the above graphic, a traditional radio campaign can take a little time to get off the ground. When you combine Fish Rewards with your radio, you can get instantaneous response giving your radio campaign an opportunity to gain steam.

Here's the way Fish Rewards works.

Let's say you have a goal of generating additional web traffic. You have a dynamic website full of information about your business with many calls to action to do business with you.

We set up a Fish Rewards trivia campaign.

We help you develop trivia questions about your website. Each week, listeners have to come back to get another question. Here's the neat part: they have to go to your website to find the answer in order to plug it into Fish Rewards to earn points.

The more points the listener earns the more opportunities to win both local and national sweepstakes. And the more often they come back to your website, the more they are exposed to your message.

This is just one way we can help generate instantaneous response. There are so many ideas on how we can execute for you. The trivia is just one of them.

Fish Rewards is an innovative way to help you grow your business.

Let's talk about some ideas on how we can put it to work for you.

Bill Huseby Tribute

I went yesterday to the funeral of a good friend. Bill Huseby lost his year-long battle with cancer.

Bill was my very first client on the Fish almost 7-years ago. What began as a business relationship turned into a very good friendship.

After listening to many eulogize Bill, you can learn some very valuable lessons from Bill's keen insights.

I heard someone say that Bill shoved 81 years of living into 47 years. He lived life to the fullest.

He was an amazing business man. Starting out as a car salesperson, he quickly worked his way into running the whole show. Bill took a little store in Buford, GA back in 2001 and turned it into something that caused the boys in Detroit to take notice. Bill knew what it took to succeed and he did; creating Mall of Georgia Ford out of nothing.

I can remember his e mails to his radio partners where he would share his success. When he became the #1 Ford store in Atlanta, he would always e mail us telling us that he couldn't have done it without us.

That was Bill Huseby. For those of you who never met Bill, you missed out on an absolute pleasure.

If there's one lesson I walk away with from Bill, it's this: live each and every day as if it were your last. Don't settle for less than the absolute best and never give up on your goals.

Bill will always be remembered as not only a great businessman but a great friend to "The Copee."

Thanks for being not only a client and a friend but also a mentor. You taught me more than you will ever know.

Radio Generates Results For Special Olympics

104.7 the Fish delivers over 2,000 listener sponsored ducks for the 2009 Special Olympics Georgia Duck Derby.

If you'd like for our results team to talk with you about innovative, creative marketing ideas like this, then, e mail me.

Stopping Advertising in a Recession

I have the wonderful privelege of talking with a number of different industries about what's going on with their business. From dog training facilities, to varicose vein clinics, to roofers, I keep a finger on the pulse of local businesses in Atlanta.

What I've heard over the last few months from a number of advertisers is that they are stopping their advertising to save immediate cash.

Let me ask you a question that I overheard just yesterday.

Would you turn off your open sign just to save on electricity?

Think about it.

It doesn't make much sense, does it?

It makes about as much sense as people who say they are stopping their advertising to save money.

I agree that it's time to be hyper-critical about how you are spending your advertisng dollars. Right now you need to analyze what's working and what's not.

If you're going to get rid of something, get rid of the advertising that's not working or at least tweak it to make it work.

I was overjoyed to learn about the success we've help bring a varicose vein clinic who had a very dicey experience with one of my competitors. The doctor was understandably skeptical because of the $$'s lost on the other station.

We found out that so far we've delivered 115 leads to his medical center. The practice manager says that every time the campaign airs, the phones ring.

That's just one example of how we are helping advertisers get measureable results even in this economy.

If you're thinking about stopping your advertising, go ahead and turn off the open sign. I mean you might as well save a little electricity, right?

If you'd like more information on how we are getting results for our clients in this economy, drop me an e mail.

Survey: Reducing Advertising in Recession is Mistake

A new survey out says more than 48% of US adults believe that a lack of advertising during a recession indicates a business is struggling.

The survey also reports that "a large majority of consumers think businesses that continue to advertise are competitive and/or committed to doing business."

The research study by Ad-ology determined to uncover whether stopping advertising during a recession could harm a business.

Read the full report here.

If you'd like a FREE audio CD on how to develop your Dominant Selling Idea or DSI, just e mail me here.

Flip Flop Frenzy

So you want traffic in your store? Then, offer an outrageous offer that consumers can't resist. You might get a crowd like Old Navy did over Memorial Day weekend with their $1 Flip Flop sale. Go with me as we investigate how a strong offer can immediately generate store traffic.

Don't Get Cooked In The Squat

If you are waiting for "something" before you start your next advertising campaign, you need to watch this.

Don't get cooked in the squat.

The KFC Blunder

What can we learn from the recent KFC Free Grilled Chicken failed promotion?

If you haven't heard, KFC in cooperation with Oprah Winfrey offered two free pieces of their all new grilled chicken, two sides and a biscuit. KFC was overwhelmed and pulled the plug on the promotion because they couldn't meet the demand.

Read about it here.

The KFC brand is now experiencing a brand backlash. Many coupon holders were unable to redeem their FREE offer.

And to make matters worse, KFC's president has gone on You Tube to offer an apology further damaging the brand.



Eaton says "Everyone wants to get the great taste of our new product, so we can't redeem your free coupon at this time."

What? You offer me a FREE coupon, then you can't redeem it? What knuckle brain came up with that?

Brand watchers say that this little stunt has negatively affected KFC's brand.

I say there are several lessons we can learn from this act of marketing lunacy.

Lesson #1: Don't offer something you can't fulfill. While some in my immediate circle think this was a well orchestrated ploy, I respectfully disagree. This was a bungled promotion that was not well planned or executed.

Lesson #2: Make sure everyone is on the same page. I heard from one of my colleagues who went into a KFC last week during the promotion. He said the KFC employees were getting short with customers. They were not all familiar with the workings of the promotion. Frustration ran rampant among customers and employees.

Lesson #3: Don't underestimate the power of social media. KFC projected response based on Oprah Winfrey's audience numbers. They did not anticipate the viral effect that social media can have on an attractive advertising offer. Advertising today is not like advertising was years ago. You have to account for the viral effect.

I'm sure there are many other lessons that we'll glean over time and this will undoubtedly become a marketing case study to be studied along the lines of New Coke for years to come.

I'm reminded of what one of my colleagues said this morning, "Anyone can give it away."

Will KFC's new product roll-out survive this stunt? Time will only tell.

All in all, I think this was a good idea but it was poorly executed.

Do you agree or disagree? What say you?

What Pain Is Your Customer In?

So you've decided you need to increase your business with your advertising. You've bought the time. Now what?

How do you develop a campaign that WILL get results?

Think about PAIN.

What pain is your customer trying to eliminate just prior to doing business with you?

Then, focus your entire message towards solving that pain.

I've got a varicose vein clinic that focuses on ugly, bulging veins with the idea that you can finally wear shorts again without embarassment.

Another client of ours highlights getting rid of hairy areas on your body. Now that can definitely be a pain for some.

Focus on the PAIN, then, develop a selling message that will help you with the GAIN.

PAIN = GAIN in the business of solving problems.

How Radio Can Make A Difference in Your Business

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Here's a little story on NPR that says alot about how you can increase your business using radio.

It's the Price Stupid

Do you remember waaaaay back when then candidate Bill Clinton trailed in the race for the presidency? One of his advisers is rumored to have said, "it's the economy stupid."

Focus is key in today's economic environment. And just like it was on that presidential campaign, it's now one thing in retail advertising. "It's the price, stupid."

Not to be crass but it gets the point across.

According to Don "the guru of ads" Fitzgibbons, price is "rearing its green head in categories that have previously been void of any such blatant calls to action."

According to Fitzgibbons, there are 4 natural patterns of growth in any business category:

1. Initial phase
2. Growth phase
3. Maturity phase
4. Death phase

We'll tackle each one of these individually in future blogs. But for now, begin thinking this thought ... those who advertise price in a slow economy will be the first ones to grow sales.

My good friend and advertiser, Jake Bullard, understands this. That's why he's been one of the first in his category to offer a $600 upgrade just for mentioning his campaign.

It's working. I talked with Jake a couple of days ago and he shared that we have produced 130 quality leads since January 5th of this year -- far outpacing any other advertising source he's using.

Will you be brave?

Will you step out and be the first to advertise price in your business category?

If you get up the nerve, give me a call.

I always say the first one to pee in the pool owns it.

Wanna go swimming?

Dive Into Advertising Your Business With Me

Try JibJab Sendables® eCards today!

How the Reticular Activator Works in Advertising

Welcome to a special video message this week on the "reticular activator." The client cited, Amdro Fire Ant Killer, did what guest blogger, Stu Gordon suggested when they created a customized url: http://wwww.baitisbetter.com. Watch to understand the secrets of using the reticular activator to your advantage.

Customized URL's: Your Ticket To Profitability

Today we welcome my esteemed colleague and guest blogger, Stu Gordon, to Results With Radio. He writes about an easy way your business can increase your results with customized URL's. Enjoy this 9-year radio veteran's insights.

Getting the most from local/direct spot advertising can be a challenge for any broadcast seller. The attraction of an advertiser to local radio is the prospect of new business generated. Fail in delivering that and you fail. What’s worse—failure can extend to the advertiser’s confidence in the medium overall. (Ever hear, “I tried radio once—it didn’t work!”?)

So, it’s up to the seller to figure out how to make every spot interesting, attractive, and memorable. And…how to make contact with the advertiser as easy as possible for the audience. This last point is what I want to focus on here.

One way I believe we can increase results is via custom web domains. Domain names are incredibly easy to acquire—and for a very small investment in most cases ($10-$20 per year). You can search for available domain names easily on the internet—just query “domain name search” with your favorite search engine.

Now—an example. What’s easier to remember:

“Call Smithfiedl Vinyl Windows today at 770-387-9871. That’s 770-387-9871. Or see SmithfieldVinylWindows dot com.”

“Check out Smithfield Vinyl Windows at MyNextWindows dot com. That’s MyNextWindows dot com.”

The custom domain can be easily linked to the client’s website.

So, when “MyNextWindows.com” is accessed it automatically transfers to the client’s website (or to a custom splash page on the radio station’s website linked in turn to the client’s). For sellers with a hot vinyl windows prospect, this domain name really is available!

The custom domain accomplishes several things at once.

It gives back time so often taken up in the spot by non-memorable phone numbers (it takes 5 seconds to deliver a 10-digit phone number one time).

Use this bonus time for more creativity!

It takes away the likelihood that consumers won’t get to the client’s website because they mis-spelled a component of the URL. (How many people really know how to spell “vinyl?”)

It allows you to track the incoming responses for the client.

That’s about it.

Just make sure the domain name you choose is easy to remember and foolproof to spell. For more information on this concept see http://www.sellingradiowithreallycoolcustomdomainnames.com.

(Just kidding!)

Advertising Driving Away Potential Customers

This comes from Dan O'day, accomplished radio advertising expert. I read his blog entry and thought he said what I wanted to say but he said it better. Please visit Dan's blog @ http://danoday.blogspot.com/. Now enjoy this informative blog post.

This is a Sushi-ish restaurant in a strip mall in Los Angeles. I like Sushi. I like Japanese food. But I've never gone into this place, because I've never been able to see what it looks like inside.

Is it tiny? Spacious? Tastefully decorated or unappealing to the eye? Lots of happy customers inside, or is it empty?

Who knows? They've covered virtually every viewable inch of glass with pictures and posters that are intended to "sell" the restaurant but which in reality discourage new customers from entering.

Drives me crazy every time I see it.

What Does This Have To Do With Radio Advertising?

A good radio commercial offers the listener a "test drive" of the results offered by the product or service. When you clutter up your spot with bells & whistles, jokes, and extraneous audio, you obscure any potential consumer test drive.

We did a "test drive" with a local varicose vein center and generated 18 calls in the first two weeks of his campaign. If you'd like for us to do something like this for your business, I've got 450,000+ listeners each week. A % of those people will do business with somebody in your business category this week. Give me a call @ 404-995-7343 and let's talk about how we can persuade them to do business with you with a clear concise radio selling message.

Reversing a 30 Year Trend

One marketing expert , whom I highly respect, looks at the current economic climate as a huge opportunity. I have to tell you, I can see the logic in his argument. Let me share.

Do you remember the category killer days when the big box guys trampled on the small guy?

Today those same retailers are filing for bankruptcy and are going out of business creating an opportunity for smaller retailers and service providers to gain back the market share they lost.

My friend and marketing expert gives the example of a local bank.

Everyone knows the state of the banking industry right now.

Here's what a local bank should be advertising right now.

You remember the good ole days of banking? When banks loaned money to homeowners and businesses ... those days never left at Local Banking and Trust. Local Banking and Trust never stopped lending money and still has money to lend ... etc.

There are plenty of opportunities in many different business categories.

Do you want a piece of the pie?

Give me a call 404-995-7343.

Fundamentals of Surviving a Recession

"You need to be conservative with spending, and aggressive as hell with marketing," Rich Sloan, operator of Startupnation.com says. "You need to be resourceful, and spend only where you see performance. [This] will make you a better business person. When things turn around in three years, your business will be built on solid fundamentals."

In a CNN Money article, Rich Sloan gives some very good advice on starting a business in the midst of a recession. The advice he gives also holds true for those of you already in business trying to weather the economic storm. Let's break his quote apart.

• "You need to be conservative with spending ..." Now is the time to take a hard look at what is absolutely essential for your business survival. Do away with advertising that's not working. Concentration of force is the name of the game. (more on this in a future installment)
• "... [be] agressive as hell with marketing ..." One business coach says you need only two things in business to be successful, new business and repeat business. You get new business by advertising. You get repeat business by advertising consistently.
• "... [be] resourceful and spend only where you see performance .." Right now, in marketing and advertising, you can't afford to make a mistake. Look for a a proven results vehicle. Ask those selling advertising for references and phone numbers. They should be readily able to supply this information. If not, consider spending those marketing $$'s elsewhere.

This is good advice for both the startup and the seasoned business.

Call me and we can talk about how we can take these principles and utilize them to their fullest extent with a results-generating campaign. 404-995-7343.

Radio Reaches 234 Million

The latest RADAR report from Arbitron reveals the medium reaches more than 234 million persons (12+) during a typical week. That 92% exposure rate is steady despite growth of MP3 players. The report shows 89% of teens (12-17) also tune-in each week.

Radio Want Ads Connect You to Potential Employees

Have you ever considered advertising job openings at your company on the radio?

In a recent CNN online article, an employer got 15 qualified applicants when they publicized their job offering on radio versus newspaper which "didn't spark any leads."

Not only do you reach potential job applicants with radio but you reach their influencers as well. In the article, the man who had lost his job didn't know where to turn, but "luckily for him, some of his relatives did ... Barger's mom and dad were listening to the radio station ..."

Recruitment advertising works on radio because:

• Radio allows you to reach the employed sector and behind your competitor's walls
• Radio has 50% of the respondents coming through the networking effect
• Radio allows you to recruit 24 hours a day
• Radio produces quick and consistent results

The radio show host cited in the article says it best, "I'm in people's homes. I'm in people's cars ... they're trusting me. I have the ability to tap into what's available right now."

If you've got positions to fill, then, give me a call and we can talk about a cost-effective way to recruit using radio.

404-995-7343

FedEx Office: Kill'em With Kindness

My friend and advertising colleague Phil Berstein (Portland, Oregon) writes a nice piece about FedEx Office generating some very positive word of mouth here. Basically, for one day only FedEx Office is offering FREE resume printing services to anyone who wants it.

This has generated tons of FREE publicity. While no advertising $$ were spent, this case study shows once again that advertising is about finding a salient message and a worthwhile offer, marrying them together and generating results.

If you need help defining your salient message, I've got 14 years of experience in helping craft advertising campaigns that produce results.

Give me a call 404-995-7343.

A Sign of the Times or Self Fulfilling Prophecy

Just outside Atlanta is this marble & countertop company. I'm not sure if they are trying to be funny or they are actually serious with their sign.

To me this speaks of desperation. I perceive this company is struggling to stay afloat. Even it that is true, I'm not so sure that this marketing strategy is accomplishing its goal of building new business.

This marketing message gives the consumer no real reason why they should do business with this company. This speaks to the company's problems not the consumers.

I've found over the last 14 years of developing results-producing campaigns that campaigns that focus on the business problems generally fail, but those that focus on solving a consumer's problem excel.

I've got some ideas on what the sign should say but I'd like to hear yours also.

Feel free to offer suggestions in the comments below.

If you need help developing a consumer focused message for your business, call me 404-995-7343. There's no obligation to get a 3rd party opinion of your current strategy. My promise to you is that I won't ask for your business unless I can help your business.

Handling Price Objections

Our advertising solutions produce results in terms of phone rings, website visits, and in store traffic but how you handle the new customers determines if you get the new business.

Many times a customer will balk at your price ... saying, "Your price is too high."

You can attempt to justify your asking price of your product but many times that ends up in a lost customer.

Try REVERSING THE PRICE OBJECTION instead.

For example, you sell a product whose asking price is $5,000. The customers cries, "Your price is too high."

You reply, "When you say our price is too high, that means ...?"

This will illicit information which is essential for you advancing your sale.

You may find out that your customer has priced a similiar product from one of your competitors and has a quote for $4,500.

Now instead of justifying a $5,000 sale, you are convincing your customer why your product is worth an additional $500.

The late sales trainer David Sandler popularized this strategy.

Try it the next time someone says, "Your price is too high."

Helping you tell your story and close more business.

Do you have any price objection strategies that have worked for your business? Leave a comment and share.

Snuggie's 4 Million Sold Success -- How Did They Do It?

According to a recent article in "USA Today," 4 million "Snuggies" have been sold since the product launched in August.

This campaign reminded me of an advertising formula that I've used for years in advising my clients how to create an ad that works.

Chris Lytle popularized this years ago. It's called the "5 Elements of a Successful Ad Campaign."

(1) Make a specific offer
(2) Price the offer when possible
(3) Include time or limited quantity for urgency
(4) Have a theme or hook
(5) Have a specific call to action (log on, call, etc)

How many of these elments did "Snuggie" get?

This is the same sort of test I personally put every one of my clients' advertising through to insure their greatest success and minimize their risk.

If you don't pass on the "Copee Copy Meter," we go back to the drawing board.

Is your advertising producing results? If not, call me and let's test your copy. If you score an 80 or below, let's do something that will help you become cash flow positive.

Together we can help you become the next "Snuggie."

404-995-7343 or thecopee@gmail.com

104.7 the Fish Becomes Man's Best Friend

In January, 104.7 the Fish delivered $29,115 in new dog training business to Man's Best Friend -- a full 39% more than the next radio station.

Interested in how we can do this for your business?

E mail me: thecopee@gmail.com

An Hour Wait and What About the Economy?

What do you do when it's been a lonnnng week at work, the wife is tired of being at home with a crying baby, and you're hungry?

The obvious answer is -- you go out for dinner.

I love steak from Texas Roadhouse and so does my wife so we decide to pack up Baby Alex and Ms. Anna and set out on a family adventure.

We're thinking -- it's a bad economy right now. Surely we can get a table quickly.

Wow! Was I surprised.

First we circled the steakhouse parking lot 3 times looking for a parking spot. Then, we played chicken with a car vying for the same spot. I was in a Ford Expedition. He was in a Chevrolet Malibu. Guess who won?

We then had to almost crawl over people just to get to the hostess station so I could beam proudly as a new dad and say "3 1/2 please."

What follows is an exchange I wasn't prepared for. The congenial hostess says to me, "The wait is an hour to an hour and 15 minutes long. Would you still like a table?"

An hour to an hour and 15 minutes ???

I thought we were in a deep recession. Soup lines were about to form. And stimulus packages were cooking for the common man in DC.

Not in Newnan, GA.

We ordered our steaks and trimmings --- total of my ticket $38. You do the math. With an hour wait and most people's average ticket at $50 or more, the restaurant made a tidy sum tonight.

What this tells me is that there are $$$ in the market being spent. You just have to make sure your message is clear and concise enough to get those with the $$$ to spend it with you.

Right now is THE time to grow your Share of Voice (SOV). And you can do it more affordably because of the current climate. Do it now and you'll not only succeed short term but empirical studies show, you'll come out ahead when the downturn is over.

Want to find out how?

Contact me: thecopee@gmail.com

The Power of Endorsement

One of the strategies that I have used to generate "results with radio" for my clients is using radio personality endorsements.

I had the chance to ask 104.7 the Fish afternoon drive personality, Dan Ratcliffe, a few questions about the power of endorsement radio.

Dan has been on air since the Fish began so his longevity in the market makes him a very recognizable voice.

He's endorsed everything from Nehemiah Reconstruction to Jim Ellis Mazda and really knows his stuff.

Me: Many people wonder do personalities actually use the products they endorse? Could you share your experience?

Dan Ratcliffe: I get asked that question all the time! People always say, “did you really have the siding on your house replaced?” or “Did you really get new countertops??” The answer is yes – I don’t lie about getting products or services.

Me: How do you decide what you will and will not endorse?

Dan Ratcliffe: I take a look and see if it’s a product or service I need or want. I also try to get to know the owner or people who run the company and see if they’re people that I would enjoy doing business with. If I’m going to recommend people go to a particular business, I want to make sure they’re going to be treated well and be glad that I made the recommendation.

Me: Talk to us about the power of endorsement radio that you have experienced. Give specific examples.

Dan Ratcliffe: I’ve been associated with Nehemiah Reconstruction for a while now, and have had them replace my siding and windows. One day, a listener called me after hearing my commercial for Nehemiah, and she asked me if I had really used the company and if I was happy with their work. I assured her that I had, indeed, used them and was extremely satisfied. A few weeks later she called back and thanked me for my recommendation. She said she had gotten quotes from 3 different companies, and decided to go with Nehemiah based on my recommendation, despite the fact they were not the cheapest quote.

I also endorse O’Charley’s restaurants, and had talked in some of my commercials about a particular manager that I had gotten to know. I told folks if they were in his particular restaurant to ask for Winston, or “Winnie” as he’s called. During the Fall of 08, O’Charley’s took a break from advertising for a little while, but Winston told me he was still getting people coming in and asking for him – saying they heard about him on the Fish!

Me: How would you describe the way a listener relates to an endorsed product or service?

Dan Ratcliffe: Many times when listeners hear a commercial – to them, it sounds like just that…a commercial. But I think when they hear an endorsement, it gives the product or company more credibility. Especially with the Fish format, our listeners feel like they can trust us when we recommend a company or product. Instead of hearing a commercial, they’re hearing a friend tell them about a great product or service they found. It’s like word of mouth advertising over the air. Instead of just some random, no-name voice talking at them, it’s a friend talking to them.

Endorsement radio is a very powerful tool that can be used by an advertiser. It's like beach front property. The radio station only allows a limited number of endorsements otherwise the endorsement would lose its effectiveness.

If you'd like to explore the possibilities of having one of our personalities talk about your business, give me a call (404) 995-7343.

Effective Event Marketing + Radio

Be sure to watch in HQ by clicking on the "arrow up" button on the right side of the player.

You can see the responsiveness of the Fish audience in this video of the 2009 Fish Education Fair as well as the demographic make up of the Fish audience.

Want more info? Give me a call (404) 995-7343 or e mail: thecopee@gmail.com

Radio + Online Video = Major Results

Have you considered the power of radio combined with online video?

According to a recent article "... more and more buyers look online ... There is research that shows consumers perceive people depicted in promotional videos as 'experts.'"

What's even more powerful is when you have a media vehicle that continually sends hundreds of thousands of listeners to their website.

Above is an online video featuring Bullard Roofing that visitors to http://www.thefishatlanta.com/ see whenever they click on the "listen live" link.

Jake says that people call him saying ... "I just saw you on the Fish." He's perceived as an expert in his field and it shows in the number of leads he's generating.

If you'd like to explore the power of radio + online video, I'm your man. 404-995-7343.

55 Leads Generated for Roofing Contractor

Jake Bullard, owner of Bullard Roofing shares about his success using 104.7 the Fish.

Sound like something you'd like to know more about?

Give me a call (404) 995-7343 or e mail: thecopee@gmail.com

Can Someone Please Define Plummet?

I read recently that December retail sales plummeted. Now when I saw the word "plummet," I thought we must really be in an economic free fall. I'm thinking sales must be down 30-50%. Upon further reading you find that December retail sales were down just 2.7%.

Now can someone please define the word plummet for me? Does 2.7% sound like a plummet? I don't think so. Sure, sales were off but they did not PLUMMET.

Do you think this is inflammatory reporting?

This is the kind of sensationalized reporting that instills more fear in consumers.

Here are some quick bullets that should instill some confidence:

• a dog training company advertises in December on the radio and generates $25,000 in new dog training business directly attributable to their radio campaign
• a women's research study advertises a menopause study and generates 40 calls, enrolls 20 in their study
• a company advertising facelifts gets 6 firm appointments last week
• a roofing company has generated 50+ leads from his radio campaign since September

No Henny Penny ... the sky is not falling. Now is the time to be smart about your advertising. Don't go into a cave because business is still being done. The question is are you getting your unfair share?

If you need some new business and you're interested in talking about ideas that work, give me a call (404) 995-7343.

Radio + Radio Website = Results For Honda Carland

This is the winning entry for the Honda Carland best amateur TV commercial promotion that we aired in late 2008. This was another case of radio producing measurable results.

Honda Carland wanted something beyond the screaming auto commercials. They wanted something new and fresh.

We used the radio campaign to tell about the contest with Honda Carland. We used the web to showcase the video handi-work of our listeners.

The Results: Honda Carland hoped to receive 15 entries to this contest. They were floored when we delivered 34 entries. Because of the excitement this promotion created, many people were at the dealership shooting their videos. The dealership’s share of mind rose dramatically according to Honda Carland.

Not only did this promotion create a buzz in the marketplace, but it also generated additional floor traffic which translated into sales.

If your business could use some results, why not give me a call and let’s talk. (404) 995-7343.

Why I Do What I Do

I'd like to introduce all of you to my son, Alexander Brice Copeland. He was born 1/12/09 at 12:28 am. Weighs in at 8 lbs 1 oz and is 20 1/2 inches long.

I thought you might like to meet him.

For more pics log on here.

Radio Advertising Case Study: Medical Category

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Progressive Medical has been an advertiser on 104.7 the Fish for over 5 years. Listen to what kind of results his advertising is producing.

Need to produce results for your campaign?

Give me a call.

Advertising Formula For Generating Results

Noted direct response advertising guru, Alvin Eicoff, set 3 rules in place to maximize direct response advertising in whatever advertising media you use.

(1) Set forth the problem

(2) Explain the solution

(3) Demonstrate how your product or service best provides the solution.

The campaign featured in this post does an excellent job of utilizing the Alvin Eicoff formula for generating results.

I saw this campaign a couple of nights ago. Before being exposed to this commercial, I had given absolutely no thought about my septic system.

After seeing this, I told my wife to make sure she picked up a box because I did not want to deal with a $6,000 problem.

Rid-X generated results because of their advertising copy and adherence to a time honored advertising formula.

Do you need to produce results for your campaign?

Give me a call, Mike Copeland, 404-995-7343.