Everything about Advertising -- in no particular order

Radio Part 3 - Strategy -- by Lisa Ann Schreier Hello again. OK, we've covered both the pros and the cons of radio advertising and I've already admitted my biased stance on radio advertising…I LIKE IT BECAUSE IT WORKS. So, how do you go about implementing an effective radio advertising strategy? Three not-so-simple steps: 1) Be Brave 2) Be Smart 3) Be Concise    1) Be Brave- Brave enough to try something new. Brave enough to stand alone. Brave enough to step outside of your "inside the box" and "we've always done it this way before" thinking. Brave enough to ask for what you want from the radio stations. And yes, brave enough to tell your audience you are a timeshare (GASP!) and more importantly, proud of it.    2) Be Smart- Smart enough to admit you may need help here in terms of a good radio buyer who understands not only radio, but your business as well. Smart enough to understand that radio is only one part of an effective media mix. Smart enough to know exactly whom you are going after. Smart enough to understand that one message does NOT FIT ALL and not to attempt it.    3) Be Concise- "Resort name, offer, resort name, throw in some wit/humor/something intriguing, resort name, offer, mention how the listener gets in touch with you, resort name." Sounds easy, right? WRONG. It is not easy. It must be extremely concise, well written, interesting, have the right music and/or sound effects, delivered in the right voice, etc. In other words, it's a well-crafted art and a well thought out science. There's more of course. Do you attempt 30-second spots or 60-second spots? Do you go for reach or frequency? Do you attempt to get free 10-second spots or sponsorships? Do you attempt a multiple station discount in those areas that have a few major companies controlling the market? There is no simple answer to any of these questions. Makes radio a difficult game to play well, but a terrific game with unlimited potential for you if you get a professional radio game player on your side. As for me, I AM on your side, remember? I sign off this column with "Ready, willing and able to help you play the radio game and WIN!"

Lisa Ann Schreier is a dynamic, outspoken, devout believer in the power of advertising done correctly. Lisa brings a wealth of advertising, marketing and promotional knowledge to her many business interests. She is the director of her own marketing/advertising agency, a full-time timeshare salesperson, a contributing writer and a part time Cast Member of the Walt Disney World Resort. After one too many long cold winters in Chicago, she now happily lives in the Orlando area where she is known for her consumer insights and "back to basics" style of business. When she is not working, sharing insights with the best bartender on Disney property (you'll be famous soon!) or learning the hard way that the sun really is much stronger in Orlando than it ever was up north, she occasionally runs back to Chicago to catch up on the best radio station in the world and see some incredible concerts. Lisa can be reached at GRQ1@aol.com. Check out her business ad here.

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