Dear Ms. Marketing: On the Radio
Dear Ms. Marketing: On the Radio
Yes we did a radio commercial to promote an express crown that we offer during the holidays.
We offer this product all year long but we advertise it more during the holiday season. If you go to my Web site (TheLab2000.com) you can hear the commercial. I started this last year and got a good response so we brought it back this year. I also send out a card with the same information on it and it says “As Heard on the Radio”. The radio station that you can hear the commercial on is Sunny 100 in Columbus Ga. It is an easy listening station. If you decide to do this make sure you choose a station that will be playing in the offices. You may want to stay away from the heavy metal stations.
Why radio? If you think back about marketing 101 the more sense you use the more you get the word out. For example if you choose newspaper or magazine then you are only using one of your senses, less return. If you use radio you are still only using one of the senses but you get a higher return because you hear it more than one time. With television you get a greater return because you are using more of your senses. That is why it is more expense to advertise on television. You remember our billboards? Only one of the senses but the return was good because you could see them over and over again.
When we market our products sometimes we forget one the best sense of all that is smell. Think about it, how many times have you gone to the movies and smell the popcorn only to get a bad bag? How about Starbucks? If coffee tasted as good as it smells I would never drink anything but coffee. I get a credit card bill from Dillard’s and they send out samples of perfumes and it smells up my office. I try to pay that bill first to get it out of my office. We use peppermints on our statements to help remind our accounts that our bill has arrived.
You have to keep marketing and coming up with new and different ideas. Some will work and some will not. It is a new and different economy. What worked for us today may not work for us tomorrow. We may not be able to sell to the general public, but we can market to the 150,000 dentist in the United States. We can help promote dentistry to everyone. Remember you could be the greatest lab technician in the world, but you have to let the world know.
