The Effectiveness of Your Advertising

I recently got into a bit of a “discussion” with the owner of an advertising agency regarding a client that we both have.

It was interesting because the owner of the advertising agency didn’t understand the effectiveness factor of the ad campaign we’ve been airing on WOWO Radio the past few years.

What was also eye opening to me, was the differences in the goals that the agency had compared to what our goal has been at WOWO.

The agency’s buying power is what they like to use as the reason to sign up with them if you own a business.  In the meeting, the agency owner kept emphasizing the price of a commercial, saying he could buy it at a lower price than buying directly from WOWO.  I had to point out that this was not true, at least with WOWO radio, and the owner of the company, our client, was also sitting in this meeting watching this exchange.

Meanwhile, I pointed out the emphasis of what we do at WOWO is Results.

Return on Investment.  Not how little an advertisement costs.

The owner of our client company has been telling the agency owner to leave his WOWO campaign alone because it is working.  And I had to point out to the agency owner, he can’t buy ads for the prices he was claiming on WOWO without throwing away the advertising campaign that has been working.  It would actually cost more for the business owner to have the advertising agency place the advertising schedules that we’ve been airing on WOWO.

That’s enough about this particular meeting I had earlier this month, but because of that meeting and a story I’ve been saving about the effectiveness of radio ads, I have some interesting information to share with you today.

There was a study conducted in January by Edison Research and National Public Radio that concluded:

 AM/FM listeners are more engaged with ads on radio than TV viewers and social media users are with ads on those platforms… Nearly two-thirds (64%) of people who reported listening to AM/FM in a week prior to the survey say they typically stay tuned in for the ads…They are doing more than just hearing ads, they are engaging with them.

Nearly 1/2 the listeners to commercial radio stations and non-commercial public radio stations learn about new businesses by listening to the radio.  Meanwhile less than a third of TV viewers are learning about new businesses.

At WOWO radio, we are a news and talk radio station located in Fort Wayne, Indiana and we also have a special, unique and effective way for advertisers to build engagement with our audience that is the “secret sauce” of success that the previously mentioned advertising agency cannot buy from us.  It’s Live Testimonial and Endorsement ads from our morning news host, Kayla and afternoon talk host Pat. There are all kinds of stipulations and requirements associated with them, ask me personally if you want to know more. Scott@WOWO.com is my email.

Next week, I’ll share more information from this study and point to a few more reasons all the advertising on WOWO is more effective than on typical music based radio stations.

In the meantime, reach out to me if you would to learn how we can help your business grow by inviting WOWO radio listeners to become your customers.