What makes people do what they do?

More importantly,

How do you get them to do what you want them to do?

These are the most important questions you can ask when you’re developing your advertising plan. Unfortunately, the two most common questions potential radio advertisers ask are:

1. What are your rates?
2. How many listeners do you have?

These are valid questions only if approached in the right context. However, too often these are the only questions being asked and more important questions are completely ignored.

There’s a widely-held belief that to be successful with radio advertising businesses must simply place their commercials on the number one station in the market. Very little attention is given to the message they present to their audience. Even worse, most people don’t even know what factors are important to the success of their advertising.  Nothing is more important than the message you present to your prospective customers.

A poor message will produce dismal results regardless of the size of the audience. This is why advertisers are sometimes disappointed with the results they get from radio advertising.

Unfortunately, most people working in radio do not know how to create good commercials. A radio salesperson that does not know how to create an effective advertising campaign may tell you that all you need to be successful is to advertise on the station with the most listeners. While their intentions may be good, the result will be a poorly crafted and poorly executed advertising campaign that yields poor results for the advertiser.

It’s really not the fault of the ad salesman. He was trained to sell that way. Traditionally salespeople are just trained how to convince the client to advertise with their station, not how to make that advertising work.

But KJIK doesn’t work that way. The success of our radio station is dependent on the success of our advertisers, so we’ve invested tens of thousands of dollars in research on what makes advertising effective. As a result, we have developed a system that can decrease your advertising budget while increasing your profits.

We have developed an 8 phase system that creates a fine-tuned advertising machine for your business:

Phase 1: Alignment Meeting
         
Phase 2: Discovery
         
Phase 3: Strategy Development

Phase 4: Message Development

Phase 5: Media Planning

Phase 6: Implementation

Phase 7: Tracking

Phase 8: Tweaking

In radio advertising we control three levers:

Message: What you communicate to your audience

Time: How long you maintain uninterrupted communication with your audience

Frequency: How often you communicate your message

To learn more about how this system works and how it can maximize your advertising results, contact us.

2 Js Auto Sales

In this video, Jace Green talks about the success he's had on our sister stations in Show Low using the system outlined above.