I've long argued that the unemployment rate is, on a personal level either 0% or 100%. Anything in between reflects the economic statistical modeling that comes out of Washington, DC. In other words, things may be challenging for the country but you may doing, relatively speaking, A-OK.
Nonetheless, even if (and I hope you are!) you're doing alright, it may be nice to learn about a rather unique adaptation for helping you promote your business that, I have to admit, was the basis of a service I developed myself a few years back. But I was ahead of my time. Now, the time is better. And CBS Radio is using a variation on my idea in a very creative and, for you, a very helpful manner.
Advertising That Pays You To Use It (Pretty Much!)
Here's what's going on. You have a business. You believe in the power of advertising. Assuming radio and internet media makes sense for you to consider and use, this will be attractive for you.
When I talk with clients about using radio or internet media, even if it makes sense, I usually hear, "Yeah, BUT . . . it's soooo expensive". That's a relative term.
But, just like you need some 'chips' to ante-up in a poker game, you do need to front some money to utilize media like radio and TV. And these days, that 'ticket' into the 'mass media' ballgame is increasingly steep for a number of struggling businesses. Maybe not yours.
But if you like to promote and you like to use your dollars as wisely as possible . . . read on.
The "Pay Now / Pray Later" Plan
Traditionally, advertising media like radio or print have said to you, as their prospective advertiser, "We guarantee to produce and distribute your message in our medium (e.g. radio, tv, print, etc.). That's it. Whether it ultimately makes you money is YOUR risk, not ours". It was, effectively what I call the 'Pay NOW, Pray Later . . . for results and profits" plan.
In less challenging times, that wasn't too difficult a sale to make. Cash wasn't too hard to find for advertising and, deep down inside, you KNEW it was something you should be doing if you wanted to generate revenues. So you probably bit the bullet and invested (you hoped it was a good investment!) in advertising for your business.
Enter this bloody economy. And I'm not using a British euphemism. It's tough out there. For many people and businesses. So the challenge to provide companies with a way to 'get in the game' has become greater as this economic mess worsens.
Enter Douglas Helal. I met Douglas recently as a result of an internet radio streaming advertisment about a unique new program that is makes it possible and very feasible for smaller businesses to do 'big boy' advertising on radio and the internet media that CBS Radio -- Douglas' employer -- is offering in a very new and attractive manner.
"Pay Now / Pray Later" vs. "The Answer To Your Prayers" Advertising
Douglas and CBS Radio are offering a really cool idea. Pay for your advertising when it pays off for you. Huh? No. You read that correctly. And it's something that, if radio and internet media are suitable for your business, you'll want to check out!
Here's how it works:
Your local CBS Radio affiliate -- if you're in any major market, you're in a position to participate -- is offering to run a series of 30 second radio spots they'll produce for your business. Let's say you're a restaurant. The local CBS affiliate will produce and run your ads on their regular radio and 'stream' your ads through their internet radio listeners' online players. There are some other 'bells and whistles' you could use. But I digress . . . OK, in addition to running your spots on the local radio station's PRIME time programming, they are also posting your offer on a special webpage where their listeners are being driven by every means possible.
You Pay NOTHING . . . Until Your Advertising Works!
You'll be asked to provide an 'offer' in the form of a 'Value Certificate' that the radio listeners can purchase, through the radio's dedicated webpage for this program, at 50% on the dollar.
For example, you offer someone a certificate worth say, "$50" at your restaurant and they get to buy it for $25 from the radio station's webpage. Now they show up at your restaurant with it and apply it to a nice meal for which you charge "$75".
Your diner pays the tip separately to the waiter, gives you their value certificate plus $25 cash or credit card and they walk out. Your cost? Well, let's see . . . you provided $75 dollars in 'dining value' in exchange for $25 in cash and you ate (no pun intended!) the remaining $50 in 'street value' as your 'advertising' cost.
But wait . . . providing a $50 meal 'value' didn't cause you to incur $50 in 'hard costs', did it? Not likely! In fact, depending on your cost / profit margin, you may have incurred only $25 in hard costs for the food value you provided . . . but you were able to charge your customer $50 for it all. So here's what's happened . . .
The radio station is collecting their fee for your advertising when someone actually RESPONDS to it (whoa, what a concept . . . response-able advertising! LOL) by buying a value certificate.
The station is getting $25 every time a listener buys one of your $50 value certificates that are being promoted in your advertising. Then you get to deliver $50 in 'value' to a customer -- hopefully, a new one who isn't familiar with your restaurant. But your real 'cost' to do that was maybe only $25 in 'hard' costs.
The nice thing is you don't pay OUT . . . until / unless . . . a customer comes IN with some money for you. See . . . this IS the 'answer' to the 'pay now / pray later' approach to advertising your business that has been forced to endure as the norm for so long. Until now!
This concept is a shift in how advertising can be done . . . simply, easily, effectively and, as Douglas Helal likes to point out . . . "very, very affordably, too!".
How It Drives Word-of-Mouth
Once a diner comes to your restaurant . . . or salon . . . or spa . . . or . . . (you get the idea . . . YOUR business) and you give them a great experience, they'll leave. But they'll be EVANGELISTS for your brand, won't they? And they'll tell other people about your business. And they'll drive more people to hear about you and visit you. And not all will be carrying those 'half off' certificates in their wallets! And even if some are, SO WHAT . . . so what's the big deal? You're paying for your traffic-building, goodwill-and-awareness generating advertising . . . when it PAYS OFF FOR YOU!
Not THAT . . . is not what you've probably gotten in the past, is it?
CALL TO ACTION:
If your business might benefit from the use of media such as radio and internet advertising, you really should check this program out –– Call Douglas Helal or your local CBS Radio affiliate station for more details.
You can reach Douglas (he prefers Douglas to Doug, by the way!) at:
Douglas Helal, Internet Marketing Specialist / CBS Radio
Tel: (860) 284-9309
doug.helal@cbsradio.com
P. S.
Mention you read about this here and Douglas will have a little something 'special' for you from me!
Bill Doerr, CCO of SellMore Marketing, LLC is the creator of The Preferral Prospecting System™ and The Ultimate Client Development System™. He is an Authorized Duct Tape Marketing Coach and a licensed facilitator of Get Clients NOW!. You can read more about his take on life and business at: www.sellmoremarketing.com. You can reach him at: TEL: 860-798-6964 or by email at: billd@sellmoremarketing.com
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