Advertising is an amazing business tool that increases or maintains sales margins by increasing the likelihood people will choose your brand over a competitor. It does so by making your brand easy to remember and understand, therefore easy to purchase. It creates positive feelings and associations via broad-reaching and impactful messages people find interesting and enjoyable and targeted engagements that are relevant to their daily lives.
There are two kinds of advertising; active and passive. Active advertising like radio builds top-of-mind awareness which leads to brand preference and purchases. Passive advertising, like internet search, doesn’t do anything but sit and wait for your customer to take action. What if you were to combine the two: the reach of Yuma radio with the precision of online advertising?
Radio advertising, specifically, aids awareness and creates a favorable brand image, which in turn leads to consideration which leads to purchase. The goal of successful advertising is to be known before you are needed. Many Yuma businesses make the big mistake of not advertising and waiting to be found. Still, others are trapped in the ideas of passive advertising.
Use the broad reach of Yuma radio advertising to train the audience on who you are, what you stand for, and how to do business with you. More importantly, train the consumer to search for you directly, rather than bring up a list of you and all of your competitors online, when they need the goods or services you provide? There is a bit of science to it.
Determine your share of the marketplace and always make sure your share of voice exceeds your current market share. This will ensure positive growth moving forward. The opposite tends to happen when your share of voice is below your market share. To determine your market share, take your gross sales and divide by total category sales. Then determine your share of voice by looking at what all the other players in your category are doing and do it better. The marketplace only has a 100% share – growth will go to the aggressor!