when it boils down to it, my job is selling advertising. radio spots, on-site, online, sponsorships, etc. I work with local businesses, and my ultimate goal is to help these businesses succeed and grow (and also make some money).
Earlier this spring, I had a client, a cell phone retailer, tell me “we’re not interested in advertising. we dont need to. we have a big sign in front of the building and some flags”.
“Do you think that is going to be enough? I understand if you don’t think my station is a fit, what else are you doing to invite customers into your business? Do you have a social media strategy? are you using print or TV? Direct mail? Are you putting flyers on peoples cars?”
“No. We don’t advertise. Period”
“I wish you the best of luck.”
I drove by the business yesterday. I was going to stop in and share some new opportunities and ideas with the client. I pulled up, and the building was EMPTY. I did some research, and, as I assumed, they didn’t relocate or move to a bigger space because business was so great – they closed.
I understand that not every business’ advertising plan / budget includes radio – although it is affordable, targeted, and effective. But every business needs a plan. Radio, print, TV, social media – whatever. My coworker’s email signature includes a quote: “Remember the first rule of advertising – people go where they are invited”.
What are you doing to invite people into your business? If you aren’t inviting people in, how are they supposed to differentiate you from your competition?
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