Utilizing radio and TV—AIM advertising

Your Business

Today, you are in the business of managing change. That’s right! More than ever before, your business is driven by constant, relentless change—new products, revisions in service, changes in distribution, not to mention increased competition. So if you plan to survive…to see your business grow and prosper…you constantly need to enhance your ability to manage change. You need to assess the current situation, understand the options, explore the alternatives, and be prepared to change your business strategy and marketing tactics at a moment's notice.

What You Want

Here are a few things that you might consider if you want your business to grow.

• You want to reach every possible customer.

• You need to break through competitive clutter.

• You must reach active on-the-go customers.

• You want to establish a relationship with your customers.

• You must keep advertising costs under control.

At first glance, radio and television advertising might seem out of the reach of the small business person. But where there’s a will, there’s a way! You can contact a “media representative/sales associate” at your local radio or television station for advice on combined media buys. Sometimes, these businesses work together to offer reduced rates. This is effective because if a person “hears a radio ad, “reads” the ad in the newspaper, and “sees” the ad on television, your message is reinforced. Another important consideration is what time of the day is the most effective time to air your ad.

Get together with your network and combine resources! Sometimes you can purchase “tag lines” through radio or television stations at a lower rate than a 30 or 60 second ad. Or you might consider sponsoring “talk shows” on subjects like nutrition and health. Schedule a meeting with a radio or television personality and introduce them to your products. They may just talk about the benefits that they have realized while on the air. Become involved in public service events…sometimes these are covered by news teams. Be creative! There are many ways to get your message out to the masses!

When you are ready to approach a radio or television station about advertising, be sure that you have a clear idea of what you would like to accomplish and that you have done enough research to make informed decisions. Sometimes media personnel can be a bit intimidating. Just remember that they are in business just like you, and you are the customer. You deserve to be treated as such. Never make decisions without time to consider your options.

Remember…

As you market and advertise there are four important points to remember:

• First, be committed. If you do not get immediate results, stick with it. Good things take time.
• Second, it’s an investment. You are not throwing time or money away. You are investing it so that your future will be better. It’s also tax deductible!
• Third, be consistent. Don’t try something different each month. Pick a message and stick with it. Develop an identity that will plant a seed in the minds of your target market. Then continue to nurture that seed. Remember consistency, frequency and patience are key to your success.
• Fourth, do what suits you best. If you love to talk with people and are good at it, hold home meetings. But if you’re quiet and uncomfortable around people, try flyers, newspaper ads and radio and television promotions. However, to be successful you must learn to sell yourself. That shouldn’t be too difficult. Most of us, without realizing it, have been advertising and marketing ourselves since we were very young. Think about it! And remember, use your network!

Summary

Well, what do you think? Are you confused yet? We are sure that with a little study and experience you will be more successful in your AIM business as a result of using radio, television, and other advertising mediums to help you with your marketing and advertising.

You are not alone in this endeavor! If you need advice or just want to talk, you can call AIM’s toll free number 1-800-456-2462 and ask for the The Studio. We will do everything we can to make you a success!

If you have questions regarding public relations, please e-mail media@aimintl.com.

Other PR Kit Resources:

• Be Your Own Marketer
• Taking Your Story to the Media
• Key Elements of a Press Release
• Creating a Media List & Sending Your Press Release
• Press Release FAQs
• Guidelines to Writing Effective Articles
• Utilizing AIM radio and TV commercials

Visit the advertising center to request your own personalized AIM radio or television advertisement!