Here’s a look back at a campaign we helped create and implement for another digital marketing agency to help them reach small business owners in specific markets around in the Northeast.
Their campaign was centered around helping local businesses in the greater New Jersey, Pennsylvania and New York area move from “retail only” to “retail + ecommerce” in the wake of the Covid-19 outbreak during 2020.
How did we do it?
We used traditional radio advertising in key local markets to deliver the message – a completely new approach for a company who for over a decade had only focused their efforts on digital advertising. But it was the best way to reach small business owners who were not digital savvy.
With a severe decrease in retail shopping related to Coronavirus fears, especially in these areas of the country in May of 2020, “retail only” businesses were suffering.
The agency had been successful taking retail only businesses and helping them create an online, ec-ommerce presence – companies like local shoe stores, local clothing stores, restaurants, jewelry stores and many others.
The agency was able to help local store owners create Shopify stores, set up e-commerce functionality and market their businesses. And…this is important…they did this at highly reduced agency fees because they wanted to help struggling businesses in their local area remain strong for the good of the entire community.
In order to spread the message to other small business owners, the agency had been using a marketing mix of Pay Per Click advertising (PPC), Social Media Marketing and Public Relations (PR).
One key question the client at the agency had for us was, “we have been running PPC ads and are seeing a bunch of leads flow in – however – none of them are “retailers” — question for you: how can the radio ad emphasize the “retailer” aspect?
We addressed this within the radio copy which you can read below…
In wanting to ramp up the awareness of the campaign, but be laser focused on small business owners and key decision makers of local companies, they reached out to Exo Media Group to help.
With our background in planning and buying local radio media at direct response rates (rates far below most agency negotiated rates or rate card rates), local radio became a possible media outlet.
What direction did we take with campaign – what was the strategy?
We chose the stations based on initial client direction and our knowledge of local radio.
Additionally…
Well, simply, yes.
Read more at News Generation here…
Think of how you listen – whether it’s XM/Sirius in your car, your local radio stations, NPR, Pandora, Spotify, exploding increases in Podcast listenership…and other outlets.
From Statista…
“Radio is one of the most powerful mediums in the United States, with a weekly reach of around 90 percent among adults. There are over 15,500 radio stations in the U.S., all competing for a piece of this massive market. WTOP, a station operating out of Washington D.C. is the largest of its kind in the U.S., pulling in almost 68 million U.S. dollars in yearly revenue.
Online radio is also playing an increasing role in the radio market, with an estimated 57 percent of the U.S. population listening to online radio on a monthly basis in 2018.
Pandora is the biggest online radio company in the United States by a significant margin, boasting an average active sessions figure in the millions. American radio stations generated total revenue of over 14 billion U.S. dollars in 2018, of which 920 million dollars was generated through online radio streaming.
In addition to the massive national stations and broadcasts, local public radio stations also appear to be thriving.
Public radio station revenue has increased from around 624 million U.S. dollars in 2009 to over 900 million in 2019. ‘Country’ is by far the most popular format, with 2,179 individual stations broadcasting music from this genre. As of 2018, Americans averaged 106 minutes of radio listening time per day, with much of this time being spent while commuting.”
Attention small business owners.
Has your retail business been impacted by Coronavirus? Could your business benefit from moving online to regain lost customers and lost sales revenue?
(company name), an award winning digital advertising agency based in (city, state) can help small business owners move their operations online in just 10 business days. Our team will create a fully functioning e-commerce website so you can continue to best serve your customers in an easy, efficient way.
Get in touch with our e-commerce specialists today and let’s get your website launched and ready to accept orders.
To learn more, go to (company name) or call us at (phone number).
Hurry, this offer is available for the first 50 businesses who sign up.
Let’s get digital and move your business online today!
Go to (company name). That’s (company name), (company name). Or, call us at (phone number).
When added to the overall marketing mix, radio advertising helped with the campaign’s increased awareness and success.
We would be happy to walk you through how Exo Media Group works with companies looking to better optimize their marketing efforts with radio advertising, whether for e-commerce or service based brands.
We will help you determine the most viable way to increase customer acquisition and sales.
Businesses in Tampa, across Florida and around the country rely on Exo Media Group to help them get more customers, increase sales and solve their marketing problems. How can we help you?
