If it wasn’t for Maine small business owners, Maine would not have much business at all.
According to Amanda Rector, the Maine State Economist, companies with fewer than 100 employees count comprise 95% of all of the businesses in the state. Wow! More importantly, these small businesses produce $6.7 billion receipts. This makes Maine small business owners a lucrative market for companies who sell goods and service necessary to operate a business successfully.
So how does a company who wants to sell into this lucrative market advertise to the owners of Maine small businesses? Research from Nielsen indicates that Portland radio is the answer.
According to Nielsen, small business owners in southern Maine are much more likely to listen to the radio than to consume other media. Considerably more likely.
Portland Radio Is Effective For A Maine Small Business In Just 6 Weeks
According to Doug Martin, President of W.H. Demmons, “Not only has radio generated business but it gives brand recognition to W.H. Demmons”. This is apparent when Martin meets prospective clients for the first time. He says, “When I introduce myself a lot of times, someone in that meeting who did not know me before has heard me on the radio. That almost gives instant credibility. It’s like generating a warm referral.” Every time that happens, Martin says, “This really works. It’s not just generating business over the phone, it’s actually improving our recognition in the community.”
“When we run radio ads, it’s almost like adding another salesperson. That’s really what I look at it as,” says Martin. “I have a small sales staff to begin with, but using radio puts another salesperson in the field for me. Not only is it generating leads, we are also getting people to call us which is a good indication of someone who has a significant need.” Martin goes on to say, “It’s a lot different that knocking on a door and making a call for yourself. When you have someone who hears you on the radio and they have initiated the call you are already in good standing.”
Writing in Forbes Magazine on Nielsen’s findings regarding radio, Doug Schoen said, “The implications of results like these are profound for the communications and advertising industries and as a marketing professional with over 35 years of experience, I found this data nothing short of fascinating. It’s quite clear that we should all be paying more attention to radio, its reach and potential to help our businesses. It’s doing the job with expert efficiency.”
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