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?

[Kalidurga]

The school looks very cool. Check your pm.

[Ritamarie]

Great ideas!

We're big users of Constant Contact... probably our best marketing tool. Many students tell me, "I've been getting your e-mails for years, and finally I'm ready!"

I've had students ask me if we're "on Facebook". I don't know the first thing about it (except what I read on the thread here!). I brought it up to my Dad/Boss (founder/owner of the school) and he was lukewarm on the idea. But I guess we don't know enough to understand the benefit, but a lot of companies are using it. My daughter is a big facebook user. Maybe I'll get her to set it up. I did finally get into blogging and we track our advanced training cruises on the blog. That's popular with our followers... like virtual sailing.

We also use google/yahoo ads extensively and go to several boat shows a year. We do very little print ads anymore. The return for the cost of print ads seems poor compared to internet and person to person.

Pedal Wench, now it makes more sense why your avatar is a guinea pig with a CD on it's head. I might very well be in touch. I'll start with the radio station reps and go from there. What's the usual turn around from idea to getting it on the air? Do your clients usually write the script? I'd be interested in exactly what you do from start to finish! I never really thought about what goes into a radio ad.

I actually came up with this idea on my bike ride yesterday. I guess it would be stretching it to say I was working while I was riding my bike.

[malkin]

Craigslist?

[Onix]

I have an advertising major from a while back...

You can definitely turn radio around that fast.

The bad thing about radio is that it is REALLLLY hard to make a good radio ad. And, really easy for people to change the channel. (Tv has the second problem, but it is easier to make a better TV ad, or really any ad besides radio).

But, for a small business, radio is often a cost-effective method.

Besides a traditional ad, you can do a different type of radio ad through local radio DJs... you have probably heard them. Where the DJ or morning show people, or whoever talk up the product...almost as if they are really talking from their own experience. People who listen to morning shows and such are sometimes more likely to tolerate listening to ads/talk-ups from the DJs that they love listening to than a traditional ad.

So you might want to look into that option as well!

Or other types of online ads?

Good luck!

EDIT: second thought.

I re-read your top part. Additional online advertising (besides what you have) may not be effective for your target market, considering that they are in the older-range. Hard to say without knowing more details. Radio may work well for them. Also, since you said you have a reliable following already of the same re-occuring customers...maybe offering a promotion of some sorts that lets them invite a friend to a lesson once free or something??? (Hoping that the other person would want to join themselves again).

Or some kind of promo event "open house"?

There are also all kinds of databases that have information about where people live/how they respond to diff. types of advertising. BUt, you would need an advertising firm to access those. Without them, if you are just doing it on your own---that may be tricky.

But, your older generation may respond to mailers (especially retired age people, often). But, the trick is getting data from somewhere about where to mail them.

Sorry for the rambling Good luck!

[Zen]

I like the facebook idea, I wonder how they target that?
Or Google search targeted ads.

For clarity, Google is a noun in this case.

[VeloVT]

I have done very local, targeted radio for political fundraisers before (I know, that sounds weird). It was actually quite effective, and in our very small-time market, pretty cheap too. And we turned it around from concept to air in 24 hours.

Do you do direct mail?

And I know this sounds evil, but have you considered telemarketing? For political fundraising at least, it has a very high return rate. There are specific companies that handle political clients, I would bet that you would be able to find companies that handle your type of business too. You write the script (with help from the company if you want it), and you can schedule sessions in which you get to listen in and do quality control (even with a good company, this will leave you uncomfortable and cringing sometimes). But really, it's worth looking into.

[krisl6]

I'd try social media avenues like Facebook, Twitter, etc. They're excellent marketing tools.

[Ritamarie]

Really good ideas!!! I'm talking to radio stations now, but yikes.... expensive!

Some of these ideas are really good for the long term. I think working on them now would benefit our season here come spring/summer. I think some direct mail would indeed be appropriate for some of our client base. Not everyone opens their e-mails. Maybe a post card or something. Hmmmm. Facebook... on it. My daughter is helping.

Our Maryland base is on the Eastern Shore of the Chesapeake Bay. If anyone knows the area (Kent County) it's really good cycling. Flat to rolling, wide shoulders. A couple of friends and I did a "Surf and Turf" one weekend last summer. We went down and stayed on one of the boats, did a century on Friday, went sailing on Saturday (had an instructor along who did a day of introductory sailing for my friends) and then did a 3/4 century Sunday. It was a blast!! I thought I might organize a few of them next summer. We only could only accommodate 8-10 people at a time sleeping/sailing on two boats, but what fun! We could have races.