Local Radio Advertising Campaign

[Backdraft]

We are trying to further establish ourselves within the market for Servicing and Tuning for Performance Cars in the local area.
Max is busy revitalising our website.
Additionally I am looking at running a local radio advert campaign. The deal is a 1 year contract, includes production of a 30 second advert and 10 second clip. 45x 30 second adds played out monthly spread over each day. Price is £671.67 per month which works out about £15 per play.
I am not looking at this as drawing in work directly and instantly. More to help establish who we are and what we do into peoples minds in this area.
I've tried to negotiate, but they are playing hardball. I may be able to still knock them down a bit but-
My main question is, do you think its a worthwhile exercise to go through and will it do what we want it to do?
Views and pointers very welcome please

 

[Thorney]

This with Heart?

I got quite a long way with them a few years back, recently they have had a flood of advertisers leave due to rate increases and 'non delivery' whatever that means (got it form a marketing consultant who is retained by GM).

When I looked at it it made sense from the Vauxhall servicing side but specialist? Not sure it will pay.

 

[MariusL]

no idea about UK, but we (hifi stores) are only doing online marketing, mainly on the biggest news sites. And I would rather use the money on making the customer experience just a bit over the top - then he would tell all his friends about what Mark did, and what friends says are 10000000 more powerfull than any ad!

Guess you can create some really good histories for the customer to tell for 650 gbp / month?!

 

[Riot ok]

Can't see it working that well. I think you need to target your customers more directly and not advertise where it's lost on 95% of the audience.

 

[Shimmy]

Was listening today to the Accountants advertise on Talk Sport. They have their customers do the advertising which is quite good I.e big corporate saying " we are Xxxx Ltd and have used Barnes Roffe Accountants as our accountants for 15 years coz they are brilliant"

Obviously the client gets some free advertising out of it and it sounded really convincing.

 

[Backdraft]

Thanks for the pointers. Yes its with Heart. Just local for coverage in this region. I do notice when competitors adverts have been on the radio. Leaning towards improving the internet marketing instead at the moment though....

 

[Thorney]

local competitors, dont really have any do you for what you do?

 

[Drhildr]

To get a return on this I would look to emphasis the service most likely to appeal to the largest possible number of listeners - probably common or garden servicing. The specialist angle will come by word of mouth. Tried radio in another life and never found it had a good ROI but does add to the overall PR / Media / brand awareness which is not a bad thing at £15.00 per day.

 

[Bromers]

Thanks for the pointers. Yes its with Heart. Just local for coverage in this region. I do notice when competitors adverts have been on the radio. Leaning towards improving the internet marketing instead at the moment though....

Online targeted and retargeting advertising works really well for our business.

Rick

 

[Backdraft]

local competitors, dont really have any do you for what you do?

No your right, not direct competitors but more similar trades. Atomic wheels have been running lots of Ads and PCS Mercedes/BMW indy have done some in the past.

 

[Thorney]

PCS have done it for years, hardly same kind of biz though?

 

[labrit]

Think that sounds like a lot of money to spend but depends - if you think it will cover it's debt then it's not a bad thing but how many customers will you need to break even on a worst case scenario?