35 Inbound Leads in 48 Hours

Watch how one simple change changed an ill-performing campaign into a results producing monster.

Why Ads Fail

Do you ever wonder why some ads work and some don't? The Wizard of Ads gives you some insight.




As you look through my blog, you'll see we put many of the "Wizard's" tenents into practice and have generated great response for a number of advertisers.

Want to do the same for your business?

Give me a call 404-995-7343 and let's discuss the next steps.

Platinum Kitchens Gets Results With 104.7 the Fish

Your Digital Marketing Fears Eased

Now all of that fear and trepidation you've had about jumping into digital marketing can be set aside because not only is your radio ad guy your radio ad guy, but now your radio ad guy has been fully certified by the Radio Advertising Bureau as a "Certified Digital Marketing Consultant."

Our company recognizing the need to bring digital expertise to the radio field partnered with our trade organization to send me through a 10-module interactive course on making radio + internet work for advertisers.

The same committment I've brought to you on the radio side for generating results is the same committment I'll bring to the digital side as well.

Ove the next several weeks, I'll be writing on how to best utilize some of our digital assets combined with our on air product.

If there's something you'd like for me to write about on my blog, please don't hesitate to contact me at thecopee@gmail.com.

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).

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.

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.

How To Use 104.7 the Fish's Fish Rewards

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.

Dive Into Advertising Your Business With Me

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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.

Bad Word of Mouth Gets More Airplay

If you've followed this blog, you will remember that I had an issue with Sears over the last month over a purchase and delivery of a mattress and box springs. We finally got the issue resolved over the weekend with Sears coming to pick up their merchandise and my Sears charge card being credited.

How does this impact your business you may be asking?

The overarching implications are huge.

Do you realize that NEGATIVE "word of mouth" advertising gets more airplay than POSITIVE "word of mouth?"

Over the years, I've talked with advertiser after advertiser who says "word of mouth" works best for them. Not if it's this kind of "word of mouth." And the problem is many businesses don't realize how infectious a strain of NEGATIVE "word of mouth" can be to their overall business health.

You need to have an ongoing advertising campaign to combat NEGATIVE "word of mouth" advertising.

Let's face it, even the best companies drop the ball now and then. What are you doing to make sure that your one "OOPS" doesn't act like a cancer on your company?

I can't tell you how many people I've told my Sears horror story. Now I've done business with Sears for years with no problems but I haven't been telling everybody about how wonderfully Sears delivered my Craftsman mower. There is a BIG difference between positive and negative "word of mouth." Negative gets lots more airply than positive.

Now do you see why NEGATIVE "word of mouth" is so dangerous.

With radio you get the power of "word of mouth," the spoken word. And YOU have control over what is said and how often it is said. That's the power of radio!

If you're wondering how you can turn the tide on some NEGATIVE "word of mouth," just give me a call and we can get together to talk strategy.