Friday, January 29, 2010

Over 100 Leads in Two Weeks

Internet Case Study: Progressive Medical Center

Situation: Progressive Medical wanted to test market a weight loss product using This product is not advertised on air but only online.

Objective: To develop a stream of online leads of qualified weight loss product consumers.

Strategy: Once a listener clicks on the banner, they are immediately taken into an interactive survey on the Progressive Medical Center website where Progressive Medical gathers consumer data.

Results: In just over 2-weeks, Progressive Medical reports over 100 leads!!

Online advertisers receive the same "halo" effect that our on air advertisers experience. Progressive Medical leverages the listener/web loyalty that 104.7 the Fish delivers.

Want to find out how to affordably utilize this strategy for your business?

Give me a call.

Thursday, January 21, 2010

Focus: The Power That Drives Your Results

James Carville understood the power of focus in the 1992 Clinton presidential campaign when he coined the now famous phrase, "It's the economy, stupid."

Scott Brown, the newly elected senator from Massachusetts, also understands the power of focus.

In an unlikely come from behind election, Brown echoed John F. Kennedy's sentiments from years ago saying, "We can do better."

By hyperfocusing the electorates' attention on healthcare and promising that we could do better, Scott Brown is this week's Results With Radio Marketing Hero.

Under Jack Trout's premise that minds hate confusion, Brown made it clear what his position was and he owned it in the mind of the voters.

What does this mean to an advertiser?

It means that there is tremendous power in focusing your message -- not trying to be everything to everybody.

Jack Trout and Al Reis note in their book, The 22 Immutable Laws of Marketing, that some of the most powerful marketing messages are those who focus on a single word:

Crest: cavities

Volvo: safety

Prego: thick

So when you want to throw everything, including the kitchen sink, into your next advertising campaign, drop back and think about finding your ONE THING you'd like customers to know about your business. (Thanks to Curly from the movie City Slickers).