Moncrief Heating and Air Heats Up Sales

700-800 People Line Up At Lifeway

I've always said put a good offer up and put it up frequently and you'll reap the rewards. That's exactly what happened on Toby Mac Day at 104.7 the Fish.

Toby Mac came to the studio to co-host the morning show with Kevin and Taylor. Then, Toby Mac made a special appearance on our webcast, The Fish Bowl, where he interacted with our loyal audience online.

All throughout the morning, we promoted that Toby Mac would make a live appearance at Lifeway Christian Books in Kennesaw from 1pm-3pm.

Our 104.7 the Fish promotions staff tells us that between 700-800 people came out to get Toby's autograph and to meet him at the meet and greet at the Lifeway store.

You may not have Toby Mac but my guess is that you have an offer that you could put before my audience that would drive people into your business and create a positive ROI for your advertising campaign.

Contact me if you're interested in finding out how.

Pest Control Company "Killin" it with Radio

What About Un Clicked Banner Ads

You've started an online campaign.

You have banners and buttons and you're just waiting for your e-commerce program to skyrocket.

You may ask yourself, "Do un clicked banner ads really make a difference to my business."

A recent study shows a resounding YES!

"According to Nielsen, one of the top trends in the coming year among advertisers will be to accurately measure activity and link online ads to offline purchasing behavior. A study was done recently by comScore, aimed to understand the impact of online display advertising. The results showed that unclicked ads still had a very powerful impact on the consumer. Further, the likelihood of consumers performing a search using the advertiser's branded terms increased 38%, while consumers' likelihood of buying the advertiser's brand either online or in a retail store increased by 27% and 17% respectively. These statistics provide evidence of the power of online ads, clicked or not, in the digital realm."

Ask yourself this question.

Do billboard, TV, print, and radio have value if there's no response.

Brand managers would vote yes. There's an inherent value in the "branding" message.

Think of it this way, 104.7 the Fish reaches 600,000+ people each week. I have a roofer who reports he put on over 500 roofs last year from Fish leads alone. It was a tremendous year for him, yet, 500 is only a very small percentage of our total 600,000+ audience.

Click thrus in online advertising should be viewed as "direct response" while message views should be viewed as "brand awareness."

This speaks to what I've been educating my customers all along. When you use broadcast marketing, you're not interested in reaching all of my listeners. You're really interested in reaching only those people who are "on" for what you sell.

Broadcast advertising is really a misnomer. It should be called narrowcasting where we are pinpointing your message to people who actively have a need for what you do right now, while, at the same time we are building a brand presence for those who might have a need for what you do in the next 6 months or year.

Either way, an audience is seeing and or hearing your message consistently and frequently.

Nearly 100 Patients in 30-days

Dr. James Yost, managing partner of Physicians Immediate Med with 11 locations across Atlanta, discusses how 104.7 the Fish is bringing in new cash flow opportunities for all Physicians Immediate Med offices.

Over 100 Leads in Two Weeks

Internet Case Study: Progressive Medical Center

Situation: Progressive Medical wanted to test market a weight loss product using http://thefishatlanta.com/. 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.

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).