"It's like television...except you don't have to look at it!" Charles Osgood said it best. "If television had been invented first and then radio had come along, people would think, 'What a wonderful thing this radio is! It's like television except you don't have to look at it!"' Radio is the ultimate personal medium, a communication between a radio station and a single listener. Radio advertising offers you the opportunity to deliver a simple yet powerful message to individuals, one on one, in the comfort of their homes, their cars, their workplaces....into their lives. You're not buying a commercial; you're buying intimate access to the listener.

Imagine a battlefield. You, the marketing general, are perched atop a cresting hill and below you lies the market - the land you must conquer.  It may be an open plane separating you and an opposing army, or it may be littered with an enemy arrayed in massive forces, or there may be just a lone castle awaiting your attack. In all battles, there is one prevailing rule that applies - the concentration of force wins. In his masterwork "On War," Prussian general Carl von Clausewitz noted:

The point old Carl was making is that war is force precisely applied. Since marketing is merely civilized warfare where profits replace casualties, the same principle applies. Repetition establishes retention in the mind of the listener. In the Ohio River Valley, buy one or two primary stations, and as many others as you can afford, without spreading your "forces" too thin. If you can afford to buy 60 commercials to promote a sales event, concentrate 30 commercials on two stations...over two or three days and be an important, dominant presence in the marketplace. You can also build frequency with consistency over a period of time, by buying sponsorships for 13, 26, or 52 weeks.

First and foremost, you can be as involved in the process as you desire. Your first decision must be whether your ad will promote image or ask for a specific response. As the message is being written, it must stay focused and in tune with your marketing strategy. The creative team at 95.3 WIKI  will develop a message based on your response to this simple question: "Why should people do business with you?" Once a script is approved, the 95.3 WIKI production staff will create the final product (at no additional cost) for introduction to our listeners. You may wish to add your own voice to the commercial as a personal signature to the message.

A fairly high percentage of all advertising everywhere produce less than satisfying results. If your view of advertising in general is somewhat suspect, you are not alone. An effective advertising campaign must be clearly thought out, masterfully created and fully implemented! There are 12 very common mistakes that are made by advertisers that lead to advertising failure, but can be avoided. At 95.3 WIKI we help you avoid the mistakes that others have made!!!

If you were to set out to create the world's most powerful advertising medium, there are a few components you would want to include....

Universal Acceptance - everybody would have at least one.

Portability - people could take it with them wherever they go.

High Usage - people would spend more time with it than other media.

Intrusive - the ability to deliver an advertising message even when the user isn't holding it or looking at it.

Targetability - an advertiser could easily reach specific market segments and eliminate waste.

Efficiency - inexpensive both to produce a message and deliver it over and over for maximum effectiveness.

Radio has all these components and more!

Call 95.3 WIKI and schedule an appointment with a member of our marketing team. Call 812-273-3139.  Share with us why people should do business with you, and we will share with you our strategy for developing a custom-designed marketing campaign to make that goal a reality.