Monday, February 16, 2009

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

Monday, February 9, 2009

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:

Friday, February 6, 2009

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:

Monday, February 2, 2009

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.