Information you need to know as a business owner

There are many people out there who will tell you to do this or do that when it comes to advertising. The true advertising account executive acts as a marketing consultant to their customer as their success depends on the customers success.

While I can sit here and tell you that you should buy radio advertising, I feel that it is best to learn about each form of advertising media and then decide for yourself. I am a marketing consultant and in some cases, radio advertising may not work the best for your industry although it works for 90% of small businesses in the Palm Springs area.

Before you speak to someone about advertising, have a number in your head for a weekly, monthly or annual budget. People sometimes get concerned about committing to an annual contract. My concern is "Why wouldn't you commit to an annual contract, aren't you planning to be around a year from now?" If the answer is yes then you should at least look at the option of an annual contract, it makes your job as well as the account executive's job easier as the only thing left to do is to deal with payment, writing and producing the commercial. You are involved in the process the whole time and you get the final approval of all production before it goes on-air.

Next, call all the forms of media, i.e. Radio, Television, Billboards, Vehicle Wraps, etc and set up an appointment. Don't try to take the easy way out and ask for rates. You will be dealing with the person who you buy advertising from for a long time, it is important that you like the account executive since he will be a new addition to your life. Most account executives toe the line between friendship and business when it comes to advertising and the reason why is because a good account executive will feel like he has a vested interest in your business as your success is their success.

When you meet with the account executive, bring a paper and pen. You may want to write down things that are said or you may have questions later for the account executive. Don't discuss money right away, this is an investment in your business and your prosperity is determined by making the right decision. Negotiation comes later and think of it as a game and have fun with it.

You want to ask the account executive for how many people they reach during prime time, what is prime time for that form of media? If there is no prime time than how many people do you reach a week? month? year? Who do you reach? Demographic of the media's consumers is important since you don't want to be selling wheelchairs to young people, etc. What are their buying habits? This info can be found through qualitative surveys.

Know your customers or prospective customers. Are your customers the type that this form of media would reach? Would this media's consumers shop for or purchase your product?

After you have figured out which form of media would work best, the next thing to do is create your message. The message could make or break your advertising campaign and it must reflect your business and provide some kind of incentive, something interesting, something funny or something connecting it with a holiday.

After the message is created and you feel it best represents what would make people act on your call to action then it is time to start your campaign.

Take a look at the different media in your area and let me know if any of my advice helped.

Regards,

Raymond Miller
Account Executive
Desert Radio Group
760-983-8867