In this series, we will explore the business stories behind local Mid-Missouri radio advertisements. Zimmer Radio & Marketing Group sat down with a handful of businesses, and their owners, to learn more about the successes each has achieved, as well as the important marketing lessons learned throughout the branding process.
How long have you been using Zimmer radio?
Tell us about your experience with radio. What specifically have you done? What kind of results have you gotten? What has the process been like?
I have been amazed at the feedback I get from radio advertising. Everyone says, ”I heard your ad,” or “I hear your name all the time.” I love radio advertising because people are trapped as your audience. Zimmer advertises a “quiet conversation,” and I think that is what happens on your way to work.
What is one thing you misunderstood before, or how has your opinion changed in regards to radio advertising?
With advertising in general, I think I used to believe that the “deal” was what brought them in. I was the couponing queen! Now I believe in touching people with frequency in order to make them think it is their idea they came to you for your services.
What is one piece of advice you would give to other marketers who are planning to, or are thinking about, using radio for their business?
Only do what you can afford to do consistently. Plan for a year of advertising, instead of short-term advertising. Even if that means your budget is less frequent at first, I believe the long-term investment is worth more overall.