This is something we see all of the time.
Just because a client’s favourite radio station is ‘that’ one, but as we try to explain to them, ‘that’ doesn’t mean that they are the best reach for their target audience.
We encourage them to keep their favourite station as their favourite one, but think about their prospective audience, where they live and what they do on a daily basis.
For example – one client we have, lives in our states capital city, over an hour and a half away from their business here in our town.
What station do they listen to?
The one they have on in the car from their home to here – a capital city station.
Their business, sells products and servcies to locals HERE – so where have they been advertising? Ummm… in the capital city – and then they complain that radio doesn’t work!
That’s because their local audience isn’t listening to a capital city station – they are listening to our station, a local station, run buy locals and for locals – with local news, local content and local advertising.
Want to see how well locals do it better?
I just had a conversation early this week with a local client – a car dealership – who runs their “Car Of The Week” spot on our station, for 3 weeks in a row – every car we have run on the commercial – has sold by Monday (it starts on-air on Saturday) and we are not talking cheap vehicles.
One was $89,990, and the one this weekend was $45,980 – so the money they make from the sale, more than pays for their local ads… and yet the first client I have mentioned doesn’t want to run local ads because we are not their favourite station.
Education is the only thing we can do in this situation – teach the client, show them the data, introduce the first client to the second and show them how local advertising works.
If they choose not to change their ads to our station, then it really is their loss. We will run an ad for them when they close down I guess… and I bet that will work for them!
Cover Photo by Lisa Fotios: https://www.pexels.com/photo/person-holding-black-vehicle-steering-wheel-1392621/