I have a meeting on Tuesday with advertising reps from a new local radio station (I’ve mentioned this station in previous articles before). We’ll be discussing a possible campaign for a client of ours to the tune of $20,000.
Assessing the cost benefit ratio of any advertising is difficult at the best of times. But when it’s a new station, like this one is, it is even harder because there is no historical data to analyse.
And this new station is between a rock and a hard place
In its promo campaign it is pushing the fact that they’ll only ever run two- (2) ads in row. And they push this to their audience by implying that no-one wants to listen to ads. That’s their big point of difference (as an aside, I’m not keen on that point of difference. Having a point of difference being something that doesn’t happen probably isn’t great.).
And the commercial reality is that the station then has to hit the road and try and sell ads in the market place. To people like me who have to question if it’s worth advertising with them.
It must make it a tough sell for these guys.
Integrating your entire business strategy is a critical thing. What you do with one- (1) strategy will impact on your strategy in other areas. Think strategically about your business and what you need to do to achieve a well-balanced plan of attack. Go get ’em tiger!