Promoting Business Through Radio Stations
For ages, radio has been an advent form of communication used to provide entertainment, news and information across the whole globe to millions of people. Though most of the radio frequencies are accessible to only a specific range, their influence among listeners in that particular area can detail how influential radio communication is.
To the common listeners, radios may be seen just like an ordinary means of obtaining information without any hassle as well as the much-needed-entertainment, but the perception changes when businesses perceive the importance of radio communications in the growth and development of their businesses as well as their brand.
I fall in the latter category. 5 years ago, I decided to launch a company in the fashion industry. My aim was to promote my brand to the general population in my local area while in the long run targeting artistes and other popular personalities who would need a wardrobe dresser. I had already done enough research on my lineage of business and the absence of market leader in the field made me conclude that it was the best decision.
Effective Promotion of a Business is key to Its Growth
However, the grass is not always greener on the other ‘side’ as many of us may presume. When I launched my business, it did receive mixed reaction but I mostly got complement from many artistes and entertainment promoters that I had ventured in a field that many had not realized its opportunity. To me that meant success. It came, but it was momentary. During the first few months, I was receiving dozens of orders every week and I knew that I was destined for glory.
However, 8 months after commencing the business, I realized that all the orders and the glory that I was enjoying was hastily fading. It was during this time when I decided to audit my business as well as the services that I offered in order to ascertain the problem. Preliminary investigation concluded that I was not exposing my brand to the larger group of potential buyers that comprised my market, but instead I was concentrating in marketing my brand to the few parties that I had been acquainted of. I knew that change was inevitable if at all I was to remain in business.
In a way, I was all alo9ng doing all I could to promote my brand, but I realized that my initial months that had seen me realize the potentiality of the market had been spend providing huge discount and other enticing promotions and that could have been the reason why the market was drifting from me as I got more into money-oriented business.
To Excel in Business, Be Ready for Sacrifice
I took time to analyze my situation as I tried to derive better solutions which could see me out of my present predicament. I did consult better experienced fashion stylist and they advised me to try promoting my brand through radios. This was one medium that for long I had neglected. According to my reasoning, radio listeners comprised of idle people, with little or no work to do and thus they weren’t potential buyers. Actually, I had prior reasoned out that most businesses just lose money by paying hefty advertisement packages to radio stations while getting nothing positive in return.
My predicament was a little bit sensitive and I had this trepidation that soon I would be out of business. After much deliberation, I decided to try promoting my brand through the radio. My first ads were targeted to the local listeners in my area. I choose to buy airplay in the evening, shortly after news. I had set aside a few hundred dollars for this as a test campaign.
Within a week of the test campaign, my analysis suggested that I had received a dozen inquiries, most which converted to be orders, than it was previously. It all dawned to me the power of radio advertisement in the growth of businesses. I decided to scale up my campaigns as I targeted a broader market. A year later, my brand had exponentially grown as so was my business. To date I still advertise on radio, and the results have never disappointed me.
The sacrifice I made in deciding to pay for radio marketing has since made my brand be highly recognized in the fashion industry as I received numerous orders as well as contracts to satisfy the immense market.