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.
South Central Regional Stockyards
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?
Our whole goal was to 1) advertise our weekly sales and 2) let current and future customers know that every person at South Central is a professional who knows their stuff. We did that through consistent marketing campaigns on 4 different radio stations in Central and South Central Missouri. We've been on 94.3 KAT Country every week for the past 21 years. We ran basically the same schedule for about 15 years, then upped the schedule slightly around 5 or 6 years ago. The results have been good throughout. We continue to hear from people who mention our ads.
What is one thing you misunderstood before, or how has your opinion changed in regards to radio advertising?
I've always been a big advocate of radio advertising so my view on radio still remains the same. However, I do find it interesting that many thought Sirius and XM would be the death of local radio, but that's not true as far as I can tell. Radio still works. People still listen. Just pronounce a breed of cattle incorrectly or give a wrong date in an ad and see how many people call...that's when you truly find out people are listening.
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?
The main thing about radio is consistency: Have a consistent message with a regular schedule.
Also, I would add that you need to know there are two different types of radio advertising: "Brand Building" (Awareness Campaigns) and "Hurry, Offer Ends Soon!" (Action Campaigns). Depending on which one you use, you must be realistic with your expectations. With South Central, we were trying to build a brand. If that's what you're doing, my advice would be: Don't expect a stampede of people through your door or an answering machine full of calls. It takes time. As they say, "If you build it, they will come".