18 replies to this topic

[toprank]

Hope this is the right place for this. One of our PR people decided she should get me on the radio. So, this morning I had my first radio interview about our search engine optimization services with a local talk radio station. With the exception of me having a bad cold, it went ok. Although, after listening to it afterwards I can tell I need some major improvement.

My question is, has anyone found radio to be effective in contrast to getting press in print or online?

[Scottie]

My first thought would be... only if you are targeting a local audience for your services.

Assuming you are, I would have to say not directly. The last company I was with was headed by a woman who was a local celebrity in the business world. She was a master of press releases/image.

She was often interviewed on the radio and occasionally TV for web issues and I can't directly relate any sales to those appearances.

However, it's an image thing. She was able to land invitations to other civic functions and government task forces, all of which lent her credibility when she did sit down to close a deal. People today still look at me with some awe and say, "Wow, you worked with {name here}?".

It was in image she worked at constantly and for years and she used it to her advantage. If you are willing to put that kind of effort behind it, I think I've seen proof that it does work- at least for a while.

Even if you aren't going for a whole "image" thing, it can't hurt!

[Jill]

Definitely good for credibility, as you can add it to your web site and say you were on the radio.

I did a couple of radio programs when promoting one of my seminars, but don't think much came of it. It's difficult to track, also.

J

[toprank]

Thanks Jill and Scottie,

I did add a link to the interview to our SEO site. Too bad I sound like crap.

I agree that I will probably never know whether this sort of exposure will create direct inquiries since there is no tracking mechanism. Indirectly, I'm thinking that it it can't hurt for building credibility.

That said, I will never have enought time for the "image" thing. It's been very busy this year.

Thank you for your feedback!!

[drycarpet]

Hi Lee, my company advertises on 2 radio stations in the Los Angeles market (#2 market in the country). The secret that radio stations, or those placing buys for their clients, won't tell is that a sucessful radio-ad-campaign must be: 1) consistant and 2) long-term.

I was fortunate to know the radio station manager - and it was perhaps because of this that he told me the following; "You have to advertise at least 3 time per day for 1 year until you start getting a response".

I have to tell you Lee .. I didn't beleive him. But, he indeed was correct. It's been 8 years now and radio has been the best choice that I ever made.

Twice I have tried advertising in different areas and ran short run campaigns and they didn't work. The tempation was to conclude that the station simply didn't have any listeners. The correct interpretation is: People Tune Out Commercials and this is why you have to be on the air several time per day for 1 year.

My main competitor is Oreck ('the Oreck XL Vacuum people). They are masters at using and running radio campaigns.

My commercials: http://www.drycarpet.com/mediaramp/

The guy who puts my ads together is a friend of mine - I'll give you his # if you email me.

Greg

[toprank]

Thanks Greg, I will check out that link.

It certainly makes sense that repetition would be key. Just like with search engine optimization, a commitment to the tactic and message repetition is what keeps a business top-of-mind with your target audience.

We're starting to explore more audio-based marketing both through radio and on the web.

[drycarpet]

Hi Lee, what about radio programs that are am-radio (vs fm). on sunday mornings, here in los angeles, there is a program that is about computers and techie-stuff. The sation is KFI 640am (LA) ..it's sindicated im sure. this is a basic q&a type program but sometimes the q's are real good which leads me to believe that the listernership might be pretty broad (newbies and experienced?)

2. Another (and probably better) idea is web-based radio. You might want to consider doing a search on google to find a web-based media group?

3. Don't underestimte the power of being on a low powered local radio station assuming that there is a radio station with the type of demographic that you are searching for.

4. I think that college radio might be cool since there is a BUNCH of college students that have web-based businesses and thier clients own e and non-e businesses. i met a japaneese kid tonight that goes to ucla ... perhaps he'd like to offer other services to his client(s) like optimization .. better ranking, etc?

i hope that i'm not scratching where you are not itching. radio rules lee - find a way

greg

[toprank]

Great suggestions Greg,

It's a local AM business station that we're working on to produce marketing tips for SMB's, so I think we're on the same page.

Also, you might be aware that Jill does a series of SEO online audio tips with Richard Cunningham from whatsworkinginbiz.com. Richard has published interviews with my partner in the past and we are now going to be doing something similar with Public Relations audio tips. A small part of that series will cover integrated PR/SEO tactics but will focus mostly on PR.

Check out Jill's section on Search Engine Optimization. You can even buy a cd of the series (shameless plug for Jill )

[drycarpet]

hi lee, that was nice getting to hear a voice .. sound advise (npi). Thanks for the link!

greg

[Jill]

Thanks for the plug, Lee!

Jill

[jimmer]

Hi we just talked to Air America Radio the new AM station for liberals they said they would get back to us LOL wonder how long that will take if they ever. This is my first post here so hope I'm not offending anyone but like what I see.

I already have learned a lot.


We're just getting started and need to learn as much as we can.

Thanks Jimmer


[URL deleted, please create a signature.]

Edited by Jill, 04 May 2004 - 07:01 AM.

[jimmer]

Sorry Jill about the signature thing hope I did it right this time.

Jill I've read some of your web sites are they are great.

I'm just a old hardware guy being transformed to the dark side LOL software.
Seems like the hardware side is going away, like the corded phone. So we got our feet wet with a small site now it's time to try a bigger one.

Now all I have to do is learn all over again. This forum looks like a good place to pick some brains if you don't mind. As soon as I can ask reasonable questions.

I do have some help but learning on my own is just part of my stubbornness.

[T Bill]

I realize it has been awhile since this post was active but I have two points to add.

1. We run a funny t-shirt contest and we sent out a national press release, From it I got a few articles and a half dozen ten minute radio interviews. We got thousands of entries from the effort.

2. I have heard (from somewhere recently) that the best advertising going is to combine billboards with local ads run during drive time.

[Jill]

Welcome T Bill!

Jill

[Randy]

Welcome T Bill !