ASK GAIL: ANSWERING YOUR SMALL BUSINESS QUESTIONS
For my husband’s brokerage business he has traded his services for $7,000 worth of radio advertising. He was thinking of having them interview him or a recent seller that used his services. How do you advise we use these radio marketing dollars?
First of all he was smart to barter. I always recommend small businesses barter their products or services to get any kind of advertising – radio, print, online, in-store, etc.
Since his consulting business involves business coaching, instead of an interview where he is asked general questions about what he does, I think it would be better if he took questions from listeners/small business owners, sort of what I am doing here. It is a good way for him to show his expertise and that is more likely to lead to future business for him. Not sure how far the $7,000 will go, but if he could do a 10-minute Q&A every Friday at the drive home hour, say for the month of September, that might be a good lure for listeners and benefit the radio station as well.
Otherwise, instead of spending the money on ad time (which would also mean you have to create an ad, which can be costly), you could simply ask the radio station to say your company’s name in various sponsorship type announcements. For example, “Today’s weather is brought to you by BDM Consulting. If you need business coaching or are looking to buy or sell a business, visit them at BDMconsulting.ca.” You can sponsor traffic reports, local entertainment news, whatever they have an opening for. This could get your name heard several times a day, and repetition in radio is always a good thing.
I hope that helps!
Every Tuesday I answer your questions, so send yours to firstname.lastname@example.org.
© 2015 Gail Oliver, Attention Getting Marketing. All rights reserved.