Question

Topic: Strategy

Cavenet Super Savers Club (on-line Shopping Club)

Posted by Anonymous on 7/25/2008 at 2:07 PM ET 25 Points
My President wants to launch an internet shopping club by using a small christian station like 1510AM. We were on 1280AM hosting a live christian talk show to generate a following of listeners, after 26 weeks ,no response. We did not receive an email, phone call or mail. We announced 4 ways to reach us every Sunday. Now, he want to go to another unheard of radio station like 1510AM. I told him we need some frequency info, some research to show this is worth the money. Their cost is low for a 60sec. spot , but why? Help! What are the questions I need to know to buy good air time?
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RESPONSES

  • Posted by Jay Hamilton-Roth on 7/26/2008 at 9:21 AM Member
    Talk to other advertisers at the other stations. How has their response been?

    But if you got zero interest, then cpappas might be right - your ad copy doesn't work. I'd focus on improving the copy before switching stations.
  • Posted by steven.alker on 7/29/2008 at 1:39 PM Accepted
    Christian Radio Stations have incredibly loyal listeners but they are a limited subset of radio listeners. (Getting joy out of singing Kumby Yah accompanied on a Guitar misses this Christian’s definition of listening pleasure by about 3 miles!)

    If your service and your copy do not have a resonance with the thoughts and beliefs of the audience, they are unlikely to react, but the station will still take your money because they are turning in a profit whilst supporting their mission.

    You probably need to refine or reorganise the features you talk about in the ad so that the listeners don’t ignore you. Actively promoting something they themselves sponsor, for example.

    Try not opening your on-line shop on Sundays and you’ll get every lapsed member of the Scottish Wee-Free as customers faster than you can say, “Turn out that light”

    You have to think like the listeners or find another station (like another denominations if you disagree with the beliefs of your current one) where the listeners are more likely to identify with you.

    Steve Alker
    [URL deleted by staff]
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