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Why Advertise on KBKH 92.9-FM?
Read this and you'll soon agree that it's the best hope of promotion Shamrock's ever seen!
Of course, most local (Shamrock) businesses will still waste their advertising budget on the local newspaper. That's expected because the idea is that it will be "still around" for people (in bird cages, anyway) to look at several days after publication. It seems that there's just no accounting for such misguided thinking. Now, let's breakdown the actual numbers and see what happens: After observing an average of 143,356 trucks and 253,841 cars and RV's passing by on I-40 each month, we can add this up to total 397,197 vehicles passing by our exits each month. Now, let's assume each vehicle averages two occupants. This gives us approximately 794,394 people passing by our exits each month. Divide this number by 30 (for the average number of days in a given month) and you'll find that, on average, there are some 26,479.8 persons passing us by on I-40 each and every DAY! Now, according to the "statement of circulation" printed in the local newspaper, the average number of copies printed each week is only 2,400. Of that 2,400, some will go into archives, some will be distributed to subscribers and the lion's share will sent out for (hopefully) sale at various locations. Let's assume that 2,000 of these copies (highly unlikely) make their way to locations right on the interstate exit ramps. If (and this is a BIG if) we could somehow entice one out of every 13 people to buy a copy of the thing, all supplies would be completely exhausted on the first day! This would leave some 24,479.8 people completely high and dry on the first day and 26,479.8 people in the same state of despair for the remaining six days of the week! This means that, of a possible 183,358.6 people that your advertising could've reached, you've only reached 2,000 if (remember, it's a BIG if) EVERY SINGLE AVAILABLE COPY SELLS!!! (This is not ever going to happen but, for the sake of cutting the thing some slack, let's assume that it does happen each and every week for the rest of our example.) Your advertisement MIGHT be seen by 2,000 travelers, if you're really lucky. But, on average another 181,358.6 will never see or hear about your business and all that you offer. Scary, huh? What about those other 400 or so copies? Well, they're going to your neighbors, friends and relatives who already know about your business and wouldn't need to read a print ad to find out that you're in business simply because they already know that you are in business and what it is that you offer! That's a waste to advertise to people who already are familiar with your products, isn't it? In a sense, you can liken a print ad in a small town newspaper to a preacher packing a church full of eager listeners and then calling the choir into his office for the delivery of the sermon! The people are there but the word never reaches their ears and they go away without a clue as to what the message was because it wasn't delivered within earshot and this is the same thing you are doing when it comes to advertising your business each and every week. Now, let me present an alternative: Research has shown that, on average, one of every three vehicles has a radio on for listening while driving. There are, as we discussed before, an average of two occupants per vehicle. In this area, there is only ONE local radio station. This means that, for each and every days 26,479.8 people passing by on I-40, an estimated 17,653.2 will hear your advertising! This is already more than EIGHT TIMES the number who could possibly read your print ad in a given week (if EVERY SINGLE COPY SOLD) and we're still on the first day! By the end of a full week, your message will reach 123.572.4 eager and willing sets of ears! In an average month, your message will reach 529,596 travelers (more than half a million as compared to the newspapers maximum of 8,000) who are most willing to stop and spend some money with you but, who probably haven't really felt the urge to stop staring at the road long enough to further wear out their weary eyes on a tiny print ad. (They probably don't even know the newspaper exists, let alone going out of their way spending precious money just to be visually assaulted at every turn with print ads from a town they may never visit again!) Now, I'm not about to tell you that you need to stop advertising in the newspaper. As we all know, they have to eat just like the rest of us. What I am telling you is that, unless you're happy advertising to people who already know you and know what you sell with little if any hope of reaching slightly under one half of one percent of the travelers who could stop and do business with you, you need to seriously consider just exactly why it is that you're advertising your business at all. Then, when you see why you get little to no response to your advertising, you might want to look into a more effective method of advertising to more than 66 times the number of people that your print ad reaches in a given month (and, for the sake of fairness, we're NOT including local people in these numbers). Anyone with a calculator can tell you that this is a THREE THOUSAND PERCENT INCREASE IN THE AUDIENCE that will hear about YOUR business! Does your "business brain" still tell you that advertising to people who already know about your business is nearly this cost effective? Then, I submit to you that you're not really advertising for the purpose of attracting new business... |
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