Every week, The Montana Radio Company reaches 40,000 listeners. That is enough people to motivate action, create change. No matter who you want to reach, The Montana Radio Company’s advertising will help you do it. Radio can and should be an effective component of every business’s marketing plan.
Here’s our marketing philosophy:
Marketing and Market Share
In the past 200 years, progressive companies have funneled their efforts toward marketing, even during recession. Think companies like Wrigley’s, Ford, and Coca-cola. Do their profits grow during the recession? Maybe not, But their market share does grow. Then, when the market recovers, their business is poised through their increased market share to increase revenues.
Does this approach apply to local business? Absolutely!
Of course the recession has an effect on local business. Our clients tell us that sales are generally at 2004-2005 levels. Not great, but not a disaster, either. Through it all, one fact is abundantly clear: Even if you’ve never had to actively market your business in the past, now you do, and the reason to market now? To gain market share.
As the market recovers, which it is in the process of doing, businesses that have gained market share will thrive and prosper. You will be light-years ahead of the competition by wisely spending your advertising budget effectively today.
The Montana Radio Company can help your business weather difficult economic times and grow. Take advantage of our knowledge of market trends and advertising techniques and our audience of 40,000 weekly listeners.
Now is the time to gain market share.
The way to do it is to market your business. Time to advertise, advertise, advertise!
We’ve created this site as a resource to advertisers, so in addition to your one-on-one relationship with your advertising representative, check back here for Marketing Business Tips!
Marketing Core Philosophies:
- A. Referral or Word of Mouth
- Good advertising uses the powerful tool of referral, also known as word of mouth. The Montana Radio Company designs all of our radio advertising campaigns to work in conjunction with referral. We want to encourage old and current customers that have done business with you in the past to encourage other potential customers to trade with your company today. Those current customers just need to be reminded. Radio also helps to reinforce referral. When a prospective customer hears about your business on the radio, and then they hear a recommendation from a friend or family member they are 6 to 8 times more likely to shop at your business.
- B. Time Lag
- Marketing takes time for results to show. The average time lag between marketing dollars being spent and results to occur is four months. Some higher end retail businesses such as automotive dealers or real estate could take eighteen months.
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- C. Media Theaters
- Think of each advertising avenue as its own theater. Each theater has a set number of audience members. The audience needs to be communicated to with enough frequency to cause them to act. When a business spreads out their marketing budget over too many media theaters not enough awareness, understanding and trust is created to move the audience. Frequency is the key ingredient to making a media work at its optimum level.
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- D. When the Customer Buys – The Four Steps of Communication
- Consumers move through four distinct steps before they decide to purchase from a company; Awareness, Understanding, Trust and Action. Awareness occurs when a consumer knows who your business is and what you sell. Understanding occurs when consumers know why they should visit your business. Trust is then achieved when consumers are effectively walked thru this cycle, with the end result being action.
- It takes time to move people through the four steps of communication. Advertising must be consistent over several months to move people through the four steps. Each month people are coming into the market for your services. As new people come into the market they must be brought through the four basic steps.
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