The Best Broadcast Group marketing department specializes in helping
local businesses grow through cost-effective targeted advertising.
With the right audience, and enough frequency, your advertising dollars
can provide a tangible return on investment. Our goal is to make
your job easier by providing Radio for Every Lifestyle, meaning with
unique radio formats, we can reach enough of the right customers to
positively impact your business. The secret formula for
advertising success comes down to this: What you say times how
many times you say it!
Below you'll find many of our most frequently asked questions.
Scroll and search the list or if you cannot find what you are looking
for, submit a question.
When you advertise you are buying an audience.
We provide unique audiences so your advertising dollars are not wasted
reaching people who are unlikely to do business with you, while focusing
on those that will!
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If radio were invented today it would be all the
marketing rage. Why? Because we live in an on-the-go
society, and unlike newspaper or television, radio is with us
everywhere… in the car, in the office, and all in the house. Radio's
mobility, intrusiveness and target ability makes it a cost-effective
marketing platform for nearly any type of business.
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What
are the most frequent mistakes advertisers make?
Not filling up one cup before moving to the next. Many business
owners think they need to do a little of everything instead of doing one
thing well. It's been said, “I throw my advertising dollars
against the wall and hope some of it sticks.” Almost any
business can get all the customers they need by simply attacking and
owning a radio stations audience.
Quitting before the advertising can work.
Advertising is like trying to get in shape. The beginning is the
hardest part and the benefits truly begin when you think you've given
your all. In order to get your desired body shape when working out, you
must earn it by sticking to your plan. Successful advertising is
no different.
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I
want to build my business, what do you suggest?
Be honest with your expectations and investment you're willing to make.
Then call us to do an in-person marketing analysis interview. We can
then provide you a demo tape and custom marketing plan that matches your
goals and targeted demographics.
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What's the best way
to advertise?
Unless you're having a special event, continuous advertising yields the
greatest long-term benefits. Not everyone needs your products or
services today, so advertising for a month is a crapshoot.
Reminding a large group of consumers who are most likely to do business
with you about your unique selling position over and over is most
beneficial. When any of our listeners need your product, our goal is to
have your business in their top-of-mind recall.
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How
long does it take for advertising to begin working?
This depends on what you are selling and the offer you're making. Tell
people to visit you for a free $20.00 bill, and you'll have a traffic
jam outside your business. Otherwise advertising is similar to
pushing a car, it's tough at first, but the more you push, the easier it
gets. Soon enough you can move the car along with minimum effort.
We tell our large custom marketing plan clients, “In three months
you'll hate me, in six months you'll talk to me and in ten months you'll
be inviting me to your house for dinner.” Stick with your plan and
you'll be provided a healthy return on investment.
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What is TOMA?
TOMA (top-of-mind awareness) advertising yields great long-term
benefits. Not everyone needs your products or services today, so
advertising for a month is a crapshoot. Reminding a large group of
consumers, who are most likely to do business with you, about your
unique selling position over and over is most beneficial.
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Which station is best
for me?
Ask yourself, “What is the profile of the person most likely to do
business with you?” Be specific. Now, match up that consumer by
reviewing individual stations. Once you've discovered the right
stations/audiences that are most likely to do business with you, contact
us for a complete marketing analysis.
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Who makes
my commercial?
We can produce your commercial, or we can suggest an outside production
house.
Production is free for all our advertisers.
Our custom marketing plan advertisers receive agency
quality production from our Creative Services Department, and our
sales/event/occasional advertisers receive professional standard
production.
Our mission is to create top quality advertising
that works for our client's custom marketing plan. How? By
Listening to the client to find out what their true needs and goals are.
Spending the time required to develop the right message to serve the
client's needs.
Crafting creative ads that will make an impression
in the mind of the listener.
Employing the highest quality voice talent and producers to turn words
on paper into magic!
Our company is very aware that better tools make a
better product. The Best Broadcast Group uses only
state-of-the-art digital production facilities. Is this overkill? We
don't think so. We believe our clients deserve the best that we
can give them, and it shows in our work.
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What
should I say in my commercial?
Ask yourself, “Why should someone do business with me?” Be
specific. “What truly makes me a better choice than my competitors?”
“What makes us special?” “What is our Unique Selling
Position?” Take a look at your strengths versus your
competitor's weaknesses that can result in taking business from them.
Our goal is to grow your business by getting you your unfair share of
the market's dollars from your competition. A completed
marketing analysis can help us fine-tune your message to the right
audience(s).
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How
much is commercial production?
At Best Broadcast Group Stations, both writing your ad and producing it
are free. We provide standard voiceover production for all
occasional advertisers and complete agency quality production via our
Creative Services Department for all Custom Marketing Plan clients.
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How can I guarantee
success?
After ensuring your business is in fine operating order, stick to a
well-constructed advertising THEME month after month. If you
deliver your message consistently to the right people, your advertising
will yield rewarding results.
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What
is your mission statement?
To provide local advertisers the best opportunity for marketing success
by targeting their business to our radio station audience(s) most likely
to purchase their product or service.
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I'm
a small business with a small budget – can I still advertise
effectively?
The bare minimum recommended spending can be as low as $300.00
per month or less based upon some specific goals and limitations. That would
perhaps get you one newspaper ad, but we can strategically pick a day or
two, twice a month on one of our radio stations that really may help you
grow to the next level. Contact us so we can suggest a plan of
attack...
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Do
you have sales or specials?
You betcha! Your sales rep will be happy to explain all the
details.
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I'm
a retailer, what's best for me?
Do you live and die by sales events or do you want more consistency for
your business? Sales event advertising can drive customers, but it's the
“caffeine of marketing.” The more sales you have, the
more advertising you need. However, if you want a steady,
non-fickle customer base, we recommend the safer more consistent
approach.
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I'm
NOT a retailer, what's best for me?
Consistency, consistency, consistency! Whether you're a doctor,
lawyer or carpet cleaner, a well-developed commercial stating your
unique selling position will keep you in the consumers mind when the day
comes form them to need your services. We firmly believe the best
approach is Long Term Consistency, with a minimum of 4 ads a
day, 6am to 7pm forever.
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I'm
having an event, how should I advertise?
Heavy. We recommend fifteen to twenty commercials a day for a
minimum of three days prior to an event or major sale. For Short
Term Impact we recommend determining a budget and scheduling a
minimum of 1 or 2 ads per hour from the time an event or sale starts
scheduled backwards until you run out of money.
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What
about television and cable advertising?
We use it, but darn if it isn't expensive. Getting a good
commercial that doesn't look cheap runs thousands of dollars, and buying
prime time can cost hundreds of dollars for just thirty-seconds.
Effective television advertising can get costly.
Imagery Transfer: If you have been running on
television, use the audio from your TV ad or let us develop a similar
copy, and benefit from “imagery transfer.” Seventy-two percent* of
consumers will visually see your TV ad while hearing your radio ad at a
fraction of the cost. It works well for AT&T, Budweiser and Coke; it
can just as easily work for you. *Coffin &
Tuchman, NBC TV.
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What
about newspaper advertising?
We're not crazy about it and rarely use it ourselves. Some
advertisers use newspaper because it's easy to write ad copy. But,
circulation is down, ad space prices are unreasonably high, and noting
scores are less than impressive. Newspaper was great twenty
years ago when we had time to sit and read it everyday. But we're
too “on the go” now. Newspaper can't target your customers so
there's too much wasted marketing dollars. Plus, you never know
where your ad will be placed or whose ad you'll be next to.
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What
about yellow pages?
Sixty-two percent* of consumers say they would be more likely to call a
business with a smaller ad they'd heard of (from radio perhaps?) than an
unknown business with a larger yellow page ad. Place your business's
name in the consumers' sub-conscious prior to opening the yellow pages.
Radio can prime your prospects with your unique selling position(s)
prior to ever going to the yellow pages, giving you the best shot to
receive their phone call. *TOMA Research.
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What
about Internet banner advertising?
For non-national advertisers, a Web site is functional as a consumer
research tool (just like this one). But how many times have you
purchased products from local businesses through an Internet banner ad?
Neither have we.
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What about
billboards?
They're a great way to say, “Turn here,” or “next exit.”
However, telling the story of your business's benefits in just a few
words and a picture is difficult. If you can't afford at least
eight “100 showings” a year (approximately 5-10K each for four
weeks), we don't recommend them.
A high-profile billboard can add a splash if you
have the budget and are already effectively TELLING your story on radio
or television.
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What
about other radio stations?
We're big radio fans because of its target ability. If there's an
audience that we can't provide you, let us know. We'll provide any
contact information you need.
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Should
I hire an advertising agency?
If your budget is sufficient to develop a complete multi-media approach
with extensive creativity, there are some talented advertising agencies
to choose from. Though we make our own advertising placement decisions,
we occasionally utilize agencies to help us develop our TV & print
creative.
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Should I
have a jingle?
If you intend on using electronic media (radio, cable, TV), a jingle can
really tie it all together. If you're willing to invest in a music
image campaign, we'll reward your commitment. Have one produced, become
a custom marketing plan advertiser, and we'll rebate your investment in
bonus radio ads.
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What's
a positioning statement?
All major companies use positioning statements. It's a necessity.
Wal-Mart's very effective positioning statement is "always the
lowest price, always". This statement lets you know exactly
what this business is about! You can use your positioning
statement in all your advertising (radio, print, TV). Just try to
keep it 3-5 words and be sure it hits on your unique selling position.
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What is
image advertising?
When you advertise image, you're establishing "mind share" as
versed to Market Share, and avoiding the “I've got to have a sale”
syndrome. Establishing your unique selling position(s) with
clarity, creativity and consistency is at the heart of image
advertising.
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What is
branding?
Establishing in the consumers mind your unique selling position(s).
It helps prospects understand why they should do business with you
rather than your competitors.
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How
does a buying cycle affect my business?
We all have needs that create buying cycles. As a business owner, you
want the consumer to think of you when they need your goods or services.
A specific listener may not need an attorney, dishwasher, new sidewalk,
or retirement plan today. But, what about those who need these
items next month…or next year? Create your business as a
point-of-destination in the mind of the consumer. When they have
forgotten about your competitor's ad minutes after they pass over it in
print, you'll be there to TELL them your story, with consistency, day
after day. That's how you create Top-of-Mind-Awareness
and that's how to fight through a consumers buying cycle.
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Should I do a
remote?
Remotes are great for grabbing attention for a major event or sale. Our
radio stations provide talent, engineering and great visibility if you
think a remote is right for you. In most cases, weekend remotes are
booked a month, or more, in advance. So contact us to check on available
dates and times.
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What is
your coverage area?
We have Stations that cover North, Central and East Central Missouri and
much more. You'll find specific coverage maps and much more listed under
the section titled "Radio Stations."
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What
are Arbitron ratings?
Arbitron is an information source for establishing “quantitative”
listening patterns (audience sizes). Unlike the perfected and
electronically measured “Nielsen” ratings, Arbitron is a
recall-based paper survey done once a year in this market.
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What
is Scarborough research?
Where Arbitron provides “quantitative” information, Scarborough
provides “qualitative” data (lifestyles). By studying Scarborough,
we can get a snapshot of who buys your product, as well as who listens
to our radio stations. Then you can cross reference that data to learn
all about their shopping habits, likes, dislikes, hobbies and buying
patterns. It's a great research tool.
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What
is reach and frequency?
An advertising term that calculates how many people you'll touch with
your commercial (reach) and how often they'll hear that message
(frequency). Research shows if you can reach two-thirds of a radio
stations audience 3.5 times each; your ad will break through and be
heard. Contact us with the station you're interested in, and we'll
provide you the number of ads needed to achieve exceptional reach and
frequency.
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How
and who do I contact for more advertising information?
Start with our General Manager, Dale Palmer. Dale has worked with
hundreds of radio advertisers in his tenure with the Best Broadcast
Group. He will ask a few questions and put you in contact with the best
suited person to meet your expectations. Call 660-258-3383 or email gm@bestbroadcastgroup.com
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What's
a “Custom Marketing Analysis?”
This is the worksheet used to discover your needs and find out if we can
help you achieve your marketing goals. An account manager can meet with
you one-on-one for a free, no obligation marketing analysis.
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What's
a “Custom Marketing Plan?”
This is our marketing recap we provide after you've completed a
marketing analysis. Custom Marketing Plans are free and provide our
recommendations on how to best achieve advertising success based
exclusively on your goals and needs.
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Tell
me about your radio stations?
Click here for station information.
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Tell
me about your programs?
Click here for our on-line brochures.
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What's
a radio demographic?
It's a group or cell of the population who listens to one or more of our
stations. Our goal is to match your targeted demographic (target
prospects/customers) to one or more of our matching stations.
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What
are your payment terms/credit policies?
We accept cash or check. We are also pleased to extend net 30-day
payment terms with approved credit.
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Do I
have to sign a contract?
Signing off on your approval to run an advertising campaign is standard
procedure, although they're maybe a few exceptions. It protects you with
a low rate guarantee and provides written permission and consent for us
to promote your business.
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I
tried radio once and it didn't work, why would it work this time?
Because we go through a regimented process including a marketing
analysis, custom marketing plan and creative demo commercial. This
process puts all the odds for success in your favor. Our sales
representatives are trained not to be good salespeople, but intelligent
marketers. Suggesting a campaign that does not work is as unacceptable
to us as it is to you.
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What
is the procedure if I want to meet with one of your sales
representatives?
Start with our General Manager, Dale Palmer. Dale has worked with
hundreds of advertisers in his tenure with the Best Broadcast Group. He
can ask a few questions and put you in contact with a sales representative
best suited to meet your expectations. Call 660-258-3383 or email gm@bestbroadcastgroup.com
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What is
co-op advertising?
It's advertising paid partially by you and partially by one of your
vendors. For instance, you may carry a new widget from Acme Company.
Acme would pay up to 50% or more of your advertising bill for sharing
time in your ads. Contact your vendors and ask if you have co-op dollars
available.
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Do you have any
success stories?
We do. Ask and we'll be happy to share 'em!
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I
don't have a large budget, what do you suggest?
First, complete a custom marketing analysis or meet with one of our
sales representatives. We can then suggest if the occasional special
would be best for you, or if you can afford to invest in a small single
station name awareness marketing plan.
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What is drive
time?
Morning drive is 6am to 10am, and afternoon drive is 3pm to 7pm. The
other primary radio “day parts” are mid-day, 10am – 3pm and
evenings 7pm to midnight. Though drive-time rates are available, the
most cost-effective rates are ROS (Run Of Station plan); where your
commercial is heard equally in all four primary day parts, including
drive times.
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Should
I advertise during nights and weekends?
It's not cost effective to “anchor” your commercials in drive time
only. When our clients buy “BTA/ROS”, their commercials run equally
in all day parts, including drive times.
Attacking a night and weekend audience is a great way to stretch a small
advertising budget. Think we're kidding? Think of the hundreds of
possible customers you could easily influence who work night and weekend
shifts at hospitals and plants in our area and the hundreds who are
running errands on the weekends. For just a small percentage of the
number of people listening on the weekend drive through the parking lots
of the area and imagine all those car radios turned on. Plus, there's
less advertising in the evening and weekends, which means your
commercial will be noticed even more than usual.
Nielsen Ratings indicate that during TV's Prime Time, nearly a third of
all Americans are listening to the Radio.
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What
is a “Unique Selling Position”?
These are the primary reasons why you are truly a better choice to the
consumer than your competition.
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What's a
“noting score?”
A newspaper term that refers to how many people “notice” a print ad.
Did you know only twenty three percent of people even notice a
one-eighth-page ad? And the “noting” difference between a full page
and three-quarter-page ad is only four percent! If you have to use
print, here's a great strategy for substantially improving your ads
noting score. Just advertise that day on radio and tell your targeted
customers to look for your ad in today's paper. *RAB
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Is
there a charge for a sales representative to meet me for a marketing
analysis?”
Never.
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Do
you have other stations around the state?”
Yes. We have a total of 6 stations serving North, Central and East
Central Missouri.
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What
is “Best Broadcast Group”?
Local people who own local businesses including these radio stations. We
live here, we employ here and we spend our money here.
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