enotions have started advertising on SpireFM, our local radio station. I must admit, it’s something I would never have considered doing if, through winning our SpireFM business of the year award, we hadn’t received free advertising slots. But now that we’re live it’s got me rather excited and open to what it might do for us.
I am not thinking complete business revolution here, an endless stream of calls and early retirement. Far from it. Radio advertising, particularly for an offering such as ours, does not produce immediate results. People don’t pick up the phone when they hear an advert about web sites saying, ‘We need one of those.’ That thought has hopefully been brewing inside of them over weeks and months prior and will take more than a radio ad to spur them into action.
No, advertising on the radio is about the slow burn, the reiteration of the message and company name and then later, the recollection of it, the slow steady fall of stones which eventually might cause the avalanche.
Salisbury is a small place. Locals describe it as a ‘village with a cathedral!’ Everyone knows everyone. People talk. People remember. Local people work with local people. It’s got a fantastic active business community and your reputation and name counts. Radio advertising, to me, is about getting our already well known name into offices and warehouses and homes and houses of the business community so we become a constant (I almost used the word ‘persistent’ but that tends to suggest negative connotations!) background presence.
Depending how this initial trial goes, radio advertising may become one of our several marketing channels to market. In the meantime, my eyes are on our stats to see if there’s any noticeable change in site usage.