Frequently Asked Advertising Questions
The South Seas Broadcasting Marketing Department specializes in
helping local businesses grow through cost-effective targeted advertising. With the right audience,
and enough frequency, your advertising dollars can provide a tangible return on investment. Our goal is to
make your job easier by reaching enough of the right customers to positively impact your
business. The secret formula for advertising success comes down to this: What you say times how many
times you say it!
Below you'll find many of our most frequently asked
questions. Scroll and search the list or if you cannot find what you are looking for CLICK HERE to e-mail us.
If you need to ward off increased
competition or generate additional customers, then advertising is a necessity. Because you can't
yell loud enough to let the entire territory hear why they should do business with you, you need to
select an advertising platform (radio, television, print, etc.).
When you advertise, you are buying an audience. We
provide unique audiences so your advertising dollars are not wasted reaching people who are unlikely to do
business with you, while focusing on those that will!
Is radio right for
If people who listen to radio do business with you, then radio is an option to explore… and 96% of us
listen to radio every week*. (*Radio Advertising
Radio can expand your market reach
Radio can target your best prospects
Radio can generate sufficient message frequency
Radio can reach mobile consumers
Radio can motivate people to shop
Radio can establish a relationship with customers
Radio can break through competitive clutter
Radio can make a lasting impression
Radio can maximize your advertising investment
If radio were invented today, it would be all the
marketing rage. Why? Because we live in an on-the-go society, and unlike newspaper or
television, radio is with us everywhere… in the car, in the office, and all over the house.
Radio's mobility, intrusiveness and target ability makes it a cost-effective marketing platform for nearly
any type of business.
How do I get started?
Research our Web site to answer your basic questions. Then, contact us
so we can perform a custom marketing analysis for you. After answering a series of questions and
telling us what you want to accomplish, we can inform you of appropriate promotions or provide you with a
custom marketing plan and demo commercial.
How much does advertising cost?
That depends on how much of an impact you want to make and how much
competition you have. Though you can purchase an occasional special package for a few
hundred dollars or less, our most effective advertisers pick a station and invest $500 to $5,000 per
month. Finding the budget you're comfortable with while providing a sufficient Return On
Investment can be developed through a marketing analysis.
What are the most frequent mistakes
1) Not filling up one cup before moving to the next. Many business
owners think they need to do a little of everything instead of doing one thing well. It's been said,
“I throw my advertising dollars against the wall and hope some of it sticks.” Almost any business can
get all the customers they need by simply attacking and owning a radio stations audience.
2) Quitting before the advertising can work.
Advertising is like trying to get in shape. The beginning is the hardest part and the benefits truly begin
when you think you've given your all. In order to get your desired body shape when working out, you
must earn it by sticking to your plan. Successful advertising is no different.
I want to build my business, what do you
Be honest with your expectations and investment you're willing to make.
Then call us to do an in-person marketing analysis interview. We can then provide you a demo tape and
custom marketing plan that matches your goals and targeted demographics.
What's the best way to advertise?
Unless you're having a special event, continuous advertising yields the
greatest long-term benefits. Not everyone needs your products or services today, so advertising for a
month is a crapshoot. Reminding a large group of consumers who are most likely to do business with
you about your unique selling position over and over is most beneficial. When any of our listeners
need your product, our goal is to have your business in their top-of-mind recall.
How long does it take for advertising to begin
This depends on what you are selling and the offer you're making. Tell
people to visit you for a free $20.00 bill, and you'll have a traffic jam outside your business. Otherwise,
advertising is similar to pushing a car - it's tough at first, but the more you push, the easier it
gets. Soon enough you can move the car along with minimum effort. We tell our large custom
marketing plan clients, “In three months you'll hate me, in six months you'll talk to me and in ten months
you'll be inviting me to your house for dinner.” Stick with your plan and you'll be provided a
healthy return on investment.
What is TOMA?
TOMA (top-of-mind awareness) advertising yields great long-term
benefits. Not everyone needs your products or services today, so advertising for a month is a
crapshoot. Reminding a large group of consumers, who are most likely to do business with you, about
your unique selling position over and over is most beneficial.
Which station is best for me?
Ask yourself, “What is the profile of the person most likely to do business
with you?” Be specific. Now, match up that consumer by reviewing individual stations. Once
you've discovered the right stations/audiences that are most likely to do business with you, contact us for
a complete marketing analysis.
Who makes my commercial?
We can produce your commercial, or we can suggest an outside production
Production is free for all our advertisers.
Our custom marketing plan advertisers receive agency
quality production from our Creative Services Department, and our sales/event/occasional advertisers
receive professional standard production.
Our mission is to create top quality advertising that
works for our client's custom marketing plan. How? By Listening to the client to find out what
their true needs and goals are. Spending the time required to develop the right message to serve the
Crafting creative ads that will make an impression in the
mind of the listener.
Employing the highest quality voice talent and producers
to turn words on paper into magic!
Our company is very aware that better tools make a better
product. Delta Radio uses only state-of-the-art digital production facilities. Is this
overkill? We don't think so. We believe our clients deserve the best that we can give them, and
it shows in our work.
What should I say in my
Ask yourself, “Why should someone do business with me?” Be
specific. “What truly makes me a better choice than my competitors?” “What makes us special?”
“What is our Unique Selling Position?” Take a look at your strengths versus your competitor's
weaknesses that can result in taking business from them. Our goal is to grow your business by getting
you your unfair share of the market's dollars from your competition. A completed marketing analysis
can help us fine-tune your message to the right audience(s).
How much is commercial
At Delta Radio, both writing your ad and producing it are free. We
provide standard voiceover production for all occasional advertisers and complete agency quality production
via our Creative Services Department for all Custom Marketing Plan clients.
How can I guarantee success?
After ensuring your business is in fine operating order, stick to a
well-constructed advertising theme month after month. If you deliver your message consistently
to the right people, your advertising will yield rewarding results.
I'm a small business with a small budget – can I
still advertise effectively?
The bare minimum
recommended spending can be as low as $300.00 per month based upon some specific goals and
limitations. That would perhaps get you one newspaper ad, but we can develop a plan that delivers
consistent advertising throughout the month. Contact us so we can suggest a plan of
Do you have sales or
You betcha! Your Delta Radio Business Development Specialist will be
happy to explain all the details.
I'm a retailer, what's best for
Do you live and die by sales events or do you want more consistency for your
business? Sales event advertising can drive customers, but it's the “caffeine of marketing.”
The more sales you have, the more advertising you need. However, if you want a steady, non-fickle
customer base, we recommend the more consistent approach.
I'm NOT a retailer, what's best for
Consistency, consistency, consistency! Whether you're a doctor, lawyer
or carpet cleaner, a well-developed commercial stating your unique selling position will keep you in the
consumers mind when the day comes form them to need your services. We firmly believe the best approach
isLong Term Consistency,
with a minimum of 4 ads a day, forever.
I'm having an event, how should I
Heavy. We recommend fifteen to twenty commercials a day for a minimum of
three days prior to an event or major sale. For Short Term
Impact we recommend determining a budget and scheduling a
minimum of 1 or 2 ads per hour from the time an event or sale starts scheduled backwards until you run out
What about newspaper
We're not crazy about it and rarely use it ourselves. Some advertisers
use newspaper because it's easy to write ad copy. But, circulation is down, ad prices are
unreasonably high, and noting scores are less than impressive. Newspaper was great twenty years ago
when we had time to sit and read it everyday. But we're too “on the go” now. Newspaper can't
target your customers so there's too much wasted marketing dollars. Plus, you never know where your
ad will be placed or whose ad you'll be next to.
What about yellow pages?
According to most marketing experts, the yellow pages are dead. Most people get phone numbers online
or by calling directory assistance. If you're spending money in the yellow pages, it's like setting
fire to your money.
What about Internet
For non-national advertisers, a web site is functional as a consumer research
tool (just like this one). In fact, at South Seas Broadcasting, we offer banner ads on our station
websites. Call us for details.
What about billboards?
They're a great way to say, “Turn here,” or “next exit.” However,
telling the story of your business's benefits in just a few words and a picture is difficult. If you
can't afford at least eight “100 showings” a year (approximately 5-10K each for four weeks), we don't
A high-profile billboard can add a splash if you have the
budget and are already effectively TELLING your story on radio or television.
What about other radio
We're big radio fans because of its target ability.
If there's an audience that we can't provide you, let us know. We'll provide any contact information
Should I hire an advertising
If your budget is sufficient to develop a complete multi-media approach with
extensive creativity, there are some talented advertising agencies to choose from. However, for most
local businesses, advertising agencies are typically too expensive.
Should I have a jingle?
If you intend on using electronic media (radio, cable, TV), a jingle can
really tie it all together. If you're willing to invest in a music image campaign, we'll reward your
commitment. Have one produced, become a custom marketing plan advertiser, and we'll rebate your
investment in bonus radio ads.
What's a positioning
All major companies use positioning statements. It's a necessity.
Wal-Mart's very effective positioning statement is "Always the lowest price, always". This statement
lets you know exactly what this business is about! You can use your positioning statement in all your
advertising (radio, print, TV). Just try to keep it 3 to 5 words and be sure it hits on your unique
What is image advertising?
When you advertise image, you're establishing "mind share" as versed to market
share, and avoiding the “I've got to have a sale” syndrome. Establishing your unique selling
position(s) with clarity, creativity and consistency is at the heart of image advertising.
What is branding?
Establishing in the consumers mind your unique selling position(s). It
helps prospects understand why they should do business with you rather than your competitors.
How does a buying cycle affect my
We all have needs that create buying cycles. As a business owner, you
want the consumer to think of you when they need your goods or services. A specific listener may not
need an attorney, dishwasher, new sidewalk, or retirement plan today. But, what about those who need
these items next month… or next year? Create your business as a point-of-destination in the mind of the
consumer. When they have forgotten about your competitor's ad minutes after they pass over it in
print, you'll be there to TELL them your story, with consistency, day after day. That's how you
createTop-of-Mind-Awareness and that's how to fight through a consumers buying cycle.
Should I do a "remote" (live
Live broadcasts are great for grabbing attention for
a major event or sale. Our radio stations provide talent, engineering and great
visibility. In most cases, weekend broadcasts are booked a month, or more, in
advance. Contact us to check on available dates and times.
What is reach and
An advertising term that calculates how many people you'll touch with your
commercial (reach) and how often they'll hear that message (frequency). Research shows if you can
reach two-thirds of a radio stations audience 3.5 times each; your ad will break through and be
heard. Contact us and we'll provide you the number of ads needed to achieve exceptional reach
How and who do I contact for more advertising
See our contact page.
What's a “Custom Marketing Analysis?”
This is the worksheet used to discover your needs and find out if we can help
you achieve your marketing goals. A Business Development Specialist will meet with you one-on-one for
a free, no obligation marketing analysis.
What's a “Custom Marketing
This is our marketing recap we provide after you've completed a marketing
analysis. Custom Marketing Plans are free and provide our recommendations on how to best achieve
advertising success based exclusively on your goals and needs.
What's a radio
It's a group or cell of the population who listens to one or more of our
stations. Our goal is to match your targeted demographic (target prospects/customers) to one or more
of our matching stations.
What are your payment terms/credit
We accept cash, check or credit cards (MasterCard ands
Visa). We are also pleased to extend payment terms with approved credit.
Do I have to sign a
Signing off on your approval to run an advertising campaign is standard
procedure, although they're maybe a few exceptions. It protects you with a low rate guarantee and
provides written permission and consent for us to promote your business.
I tried radio once and it didn't work, why would
it work this time?
Because we go through a regimented process including a marketing analysis,
custom marketing plan and creative demo commercial. This process puts all the odds for success in
your favor. Our Business Development Specialists are trained not to be good salespeople, but
intelligent marketers. Suggesting a campaign that does not work is as unacceptable to us as it is to
What is co-op advertising?
It's advertising paid partially by you and partially by one of your
vendors. For instance, you may carry a new widget from Acme Company. Acme would pay 50% or
more of your advertising bill for sharing time in your ads. Contact your vendors and ask if you have
co-op dollars available.
Do you have any success stories?
We do. Ask and we'll be happy to share them!
I don't have a large budget, what do you
First, complete a custom marketing analysis or meet with one of our Business
Development Specialists. We can then suggest if the occasional special would be best for you, or
if you can afford to invest in a small single station name awareness marketing plan.
What is drive time?
Morning drive is 6am to 10am, and afternoon drive is 3pm to 7pm. The
other primary radio “day parts” are mid-day, 10am to 3pm and evenings, 7pm to midnight. Though
drive-time rates are available, the most cost-effective rates are ROS (Run Of Station plan); where your
commercial is heard equally in all four primary day parts, including drive times.
Should I advertise during nights and
It's not cost effective to “anchor” your commercials in drive time only. When
our clients buy “BTA/ROS”, their commercials run equally in all day parts, including drive
Attacking a night and weekend audience is a great way to stretch a small
advertising budget. Think we're kidding? Think of the hundreds of possible customers you could
easily influence who work night and weekend shifts at hospitals and plants in our area and the hundreds who
are running errands on the weekends. For just a small percentage of the number of people listening on
the weekend drive through the parking lots of the area and imagine all those car radios turned on.
Plus, there's less advertising in the evening and weekends, which means your commercial will be noticed
even more than usual.
What is a “Unique Selling
These are the primary reasons why you are truly a better choice to the
consumer than your competition.
Is there a charge for a Business Development
Specialist to meet with me for a marketing analysis?”
Why are your advertising sales reps called
"Business Development Specialists?"
Because we're a different kind of radio company. Our
Business Development Specialists have been trained to help our clients develop their businesses
through effective marketing campaigns. They're not here merely to sell you advertising
because that's not what we are about. We're here to help YOU sell YOUR stuff!