Join Clay Radford as he explores how radio advertising helped Max Motors achieve remarkable sales results. This episode uncovers the secrets behind crafting compelling messages, the importance of high frequency and consistency in ad campaigns, and offers valuable lessons for businesses looking to leverage radio for their marketing efforts.
Clay Radford (Host) :
One local business has maxed their advertising efforts and has almost seen overnight success. I'll tell you who and how you can do it for your business right after the intro. For 22 years, I've worked in the radio industry. I went from being a high schooler working part-time to now owning and managing the stations I started at. I work with hundreds of local businesses every month, helping them to build their brands and to reach new customers. On the show, I'm going to share with you how you can use radio to scale and grow your business. I'll also share my stories, trials, and tribulations of being a business owner. My name is Clay Radford, and welcome to Market Share, the entrepreneur's podcast. Welcome back to Market Share. I'm your host, Clay Radford, and today we're going to discuss how to use radio and get the max effect. Now, you might be wondering, in this age of digital marketing, why would you consider radio? Well, let me tell you the story about Max Motors in Clinton, a local car dealership, that has seen incredible success by leveraging the power of radio ads. Over the last two weeks, they've sold 80% of the vehicles that they have featured in their ads, and a significant part of that success can be attributed to the strategic use of radio advertising. So how does radio work to sell your business products? Well, it all comes down to saying the right things in your ads, repeating them with high frequency, and maintaining consistency over time. Let's break this down step by step. Step one, crafting the right message. First and foremost, your radio ad needs to have a compelling message. This is where you can capture the listener's attention and make them interested in what you have to offer. For Max Motors, their message was clear and concise. We have an overstock of trucks and we've priced them to sell. Come to Max Motors in Clinton where you'll find the best prices on trucks in the Midwest. Notice how the message addresses that they have an overstock of products and they're willing to make a deal to make the customer happy, bringing in repeat business and earning new customers along the way. Step two, reputation and high frequency. The next critical element is reputation. In the world of advertising, there's a concept known as the rule of seven, which suggests that the potential customer needs to hear your ad or see your message at least seven times before they take action. This is where radio shines. By airing your ad multiple times a day, you ensure that your message is heard repeatedly. Max Motors understood this principle well. They didn't just run their ad once or twice. They committed to a high-frequency schedule. Their ad played during peak hours when people were commuting to work, during lunch breaks, and on their way home. This consistent repetition helped embed their message in the minds of potential customers. And step three, consistency over time. Consistency is key. It's not enough to run your ad a week and expect immediate results. Building a brand awareness and trust takes time. Max Motors knew this, and committing to a long-term radio advertising strategy, they didn't just see radio as a short-term solution, but as an ongoing investment in their brand as they continue to grow. Over the course of several months... consistency, airing their ad, getting their name out there, reinforcing their message, and building a strong presence in the minds of their target audience. This consistently paid off, as evidenced by their impressive sales numbers. Now let's talk about the results. In just the last two weeks since boosting their schedule, Max Motors has sold 80% of the vehicles that they have featured in their ads, a significant increase compared to their previous sales figures. This success wasn't a fluke. It was a result of a well-executed radio advertising strategy. By crafting a compelling message, repeating it with high frequency, and maintaining consistency over time, Max Motors was able to reach a wide audience and build trust with potential customers. Radio allowed them to connect with people in their local communities, creating a sense of familiarity and reliability. So what can you learn from Max Motor's success? Here are a few key takeaways. One, craft a clear and compelling message. Your ad should address the needs of your target audience and offer a solution. Make it clear, concise, and engaging. Two, commit to a high frequency. Repetition is critical. Ensure your ads are being played multiple times a day to increase the chances of it being heard by potential customers. Be consistent. Building brand awareness and trust takes time. Commit to a long-term radio advertising strategy can see the best results. And number four, know your audience. Understand when your target audience is likely to be listening and schedule your ads accordingly. In conclusion, radio advertising can be a powerful tool for selling your business's products. By saying the right things in your ads, repeating them with high frequency, and maintaining consistency over time, you can achieve remarkable results just like Max Motors and Clinton. Thank you for tuning into this episode of Market Share. If you found this information valuable, please subscribe and leave us a review. And remember, the right message, repeating often and consistently, can make all the difference in your business success. Until next time, I'm Clay Radford, and this has been Market Share, the entrepreneur's podcast.
