The Words Have It

The Ultimate Medium

If you were to ask a group of top advertising executives in Canada to create the ultimate medium, here is what they would say and have.

The Ultimate Medium would be with all of the people all of the time. They would not be able to get away from it. It would have to have many forms of distribution so that it would continually surround them. It would create a personal connection with them. It would always be with them when they wanted it, they would never have to go out of their way to get it. There would be nothing that they had to learn to use it. It would require no effort. It would be designed to satisfy their personal needs; in essence, they could individually program this medium. It would solve their information needs and entertainment needs simultaneously on demand. It would not require a reason to use it, it would just be a part of life, woven into the fabric of living and as convenient as turning on the lights. Moreover, there would be no charge to the consumer to use it.

It would be inexpensive to produce and distribute and would reach the audience immediately. It would create any picture imaginable at a low cost and be distributed to the entire country in a matter of minutes. It would integrate into the information superhighway, but not get caught in the start up traffic jam. It would target people by demographic and lifestyle. Most of all it would be cost efficient and produce great advertising results.

Cable, Television, Print, Direct Mail, Billboards and On-Line Servers cannot meet all of the aforementioned requirements. However, Radio can and does!

Radio is stable. It is personal. It has an average of 6 distribution points per household. It reaches 99 percent of the people every week. It can be heard while simultaneously doing something else. It is in most places of employment, most homes, and most cars. It provides information, it's targeted, it's free, It's convenient and its got the best pictures because it requires imagination.

The Ultimate Medium .... Radio fits the bill!

The First Ten Reasons - To use radio...

1. Radio Reaches more of your prospects and Customers.
   To sell consumers, you have to reach them with your message. Radio s Coverage is universal. There are many more radios than people. Nine out of Ten Adults are reached by radio daily and almost 100% weekly.
2. Radio is strong in the City and Suburbs
   Radio coverage does not stop at the city limits. Nor does it stop at the edge of the Central market Area. Newspaper circulation tends to drop in the suburbs and rural areas. Radio reaches everyone- urban , suburban, and rural listeners at the same time.
3. Radio Reaches People in home and out of home.
   Canadians enjoy being on the move. Their busy lives limit the time they spend with other media. Radios go with them everywhere, providing listening posts beyond the range of other media.
4. Radio is first with motorists.
   Almost all cars have radio, and those receivers are on 2/3 of the time the vehicles are in use. The remarkable strength of the Car Radio is illustrated in a study that asked people to describe a commercial 12 hours after hearing it. The positive recall rate was 50% higher among respondents who heard the commercial in the car. No other medium can influence shoppers,  Point of Use, and Point of decision, locations more effectively.
5. Radio is first with information.
   More Canadians turn first to radio for news, weather , sports and traffic conditions than any other medium. Your message is surrounded by wanted services and presented in an environment of goodwill that turns listeners into customers.
6. Radio is selective.
   The ability to contact a mass audience or pinpoint specific consumer groups is a unique advantage of radio. Key consumers, such as Upscale adults with disposable income, working women, statistically spend more time with radio than any other medium. By using format specific radio stations, days, or time of day; radio is the most efficient medium in targeting customers you want to reach. Well defined audiences mean more effective advertising and measurable results.
7. Radio offers a Bonus weekend audience.
   Lifestyles change over the weekend. There is a boom in shopping; exodus to cottage country, out door enthusiasts. Radio, with it's coverage area and mobility reaches your potential customers wherever they are.
8. Radio affords repetition.
   Repetition or frequency sells, that simple. Radio, because of its low unit cost, allows for affordable frequency.
9. Radio is fast and flexible
   Radio adapts to a volatile marketplace because sonic advertising can be created rapidly without the production or deadlines of other media. You are in control of weather, inventory and competitive conditions.
10. Radio is Intrusive.
    Potential customers may be indifferent to your store, product or service because they ignoring or missing your marketing in other media. Newspaper readers tend to shop the ads of the stores that they patronize. Radio's intrusiveness can reach, persuade and provide a change in programmed shopping patterns in the listener over and over and over again.

Brutal Honesty

The best way to start building a radio campaign is to answer in all honesty the following questions. A marketing executive would need to know all of the answers to all of these questions in order to start the creative marketing process. These are very easy questions, and are just a very small fraction of the required information that we would need.

What is your category of business? Now that was simple.

Who are your main competitors?

List in order of marketshare all of your competitors? The top being the largest marketshare. Please make sure that you honestly place your business in that list in your rightful place.

What is your Unique Selling Position for your business?

Why would some one buy your product and service and not your competitors... honestly?

Why would someone buy your competitors product and service over yours?

What do you like best about your current advertising?

What do like least?

How many people have you invited into your business today?

How many people have you tried to persuade to include your business when making a purchase today?

Between our two radio stations audiences we have 98,797 people listening; what was your on-air importance level to those people today?

Would you like to increase your marketshare?

How do you intend on doing that?

Would you like some help with some new ideas?