Marketing Ideas... radio?

[Ritamarie]

I need some quick turn-a-round advertising ideas for the business I work for (a sailing school). Big-ticket item (winter training cruises in the VI). It's too late for print or magazine advertising. We already run a extensive on-line advertising campaign, very loyal following, returning students. Our usual is not enough this year.

I am thinking maybe a radio campaign. Maybe in the Baltimore or Washington DC area? Our students tend to be mid-high income, middle-aged to retired. It would be a short term thing now through mid-late January. (Or maybe longer if it works out.) I know absolutely nothing about radio advertising, but on local stations I hear advertisements for fairly small businesses. If they can do it, seems we ought to be able. Can it be turned around that quickly? What kind of budget do I need? What radio station? I'm thinking "easy listening" or "light rock"...something that would be played in offices? Where do I start? Any other ideas appreciated from the marketing gurus here!

By the way, I'm working on a "surf and turf" (sailing + bicycling) idea for our season here in 2010!

[Kalidurga]

The jewelry store I work for in downtown DC (Tiny Jewel Box) does a fair amount of radio advertising this time of year and we get a great response from it. I don't have any of our contracts handy to give you pricing, but I'll make some calls and might be able to give you contacts for a few local stations. I'll send you a pm in a little while.

Also, if you've got ad creative available, it might not be too late to do something in print media. Our magazine and newspaper reps are still calling to make last minute offers.

[Ritamarie]

Great!!!!!

[Kalidurga]

What's the name of your business, Ritamarie? My dad's into sailing, I'd love to send him a link if it looks like something he'd be interested in.

[Pedal Wench]

I'm a sound engineer, and we do radio! We can do spots for anyone, anywhere. Our rates are $225/hour, and if your spot is simple, it could be done in an hour, but you would have to add the cost of the voice talent and music licensing fees.

What you're probably hearing are spots created by the individual radio stations. Call their advertising rep and they'll give you a quote that includes airtime and the actual production. They'll use their own DJ's as talent, and they already have music licenses in place. Pick your station and give them a call!

[Ritamarie]

The Maryland School of Sailing and Seamanship...

http://www.mdschool.com/

[indigoiis]

Facebook has targeted ads, plus you get to build a "fan" base.

Also, we use Constant Contact a lot for previous customers. Sending out a nice e-mail to your alums to offer a discount, or to offer a "word-of-mouth" discount.

Events with prizes are always good, too. Like, can you have a big party where you raffle off two seats to the VI class?