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You should take this course if you are looking to build your sales by 100% or more. Radio advertising, once you know how to use it, is less time comsuing and cheaper then any other form of media advertising.
Radio adverting is very complicated and requires knowledge of this great media to succeed using it. This course not only has 15 awesome lessons, but it also comes with one on one coaching for one full year from John Sortino, who is regarded in the radio world as the godfather radio advertising. This course will prepare you to build an ad campaign on a small market, test it, and then use that successful ad on larger and larger markets.
Feel free to take any of the 15 lessons in any order. No previous knowledge is needed. Once you complete this course and are ready to begin to advertise, John Sortino will work along side you to help you succeed. John used these same methods to make his company one of the most recognized companies in the largest markets in the US. He grew his sales from $400,000 to over $20,000,000 in 5 years. His brand was so popular that, when he went public, the stock soared in value to over $100,000,000 market cap.
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|Section 1: What you will learn and why you need to know radio|
This course is a must for anyone who has a business and wants to make it grow larger.Radio is an awesome media.This course has 15 lessons.
In 5 years my sales soared from
$400,000 to over $20 million dollars, using radio advertising as my main media advertising program.
in this course you will
Learn my proven methods.
You will make lots of money
You will learn what not to do
You will save a lot of time and money
I guarantee this course is the best radio course you will take in your life.My Teddy Bear Company
grew to become the fastest growing company on INC's list 3 years in a row, 88th, 55th and 50th.In the year when we went public, we were the 3rd most successful IPO Nasdaq offering. I took my teddy bear business which I started on an outdoor peddler's cart, to a market cap of over 100 million, all because of radio.
This course has 15 lessons.
15 Lessons and brief description of each.
1.who listens to the radio
Radio reaches 244.4 million Americans on an average weekly basis – 92 percent of the total U.S. population ages 12 and older. Daily time spent listening among radio listeners ages 12 and up now averages approximately 2 hours and 41 minutes a day, holding steady from the previous year.
2.advertising the new York city
New York City is the largest radio market in the US 16,033,100 age 12 plus listeners a week.You can advertise for less than 50 dollars an ad.New York has many more advantages then just being a lot of people; it is also the capitol of finance, media and design.It is a great place to become a national brand.
3.times of days
Radio broadcasts by times or the day or what radio calls “day parts”.Learn which day part is best for you.
4.Don't buy the 13 week buy
Radio sells by the 13 week buy.When they give you a plan, it usually runs for 13 weeks.Learn why you should not do this, and what kind of buy or plan is better.
5.Average quarter hour, cumulative audience
How radio stations measure listeners is by Average quarter hour and cumulative audience.You need to know this to become a good radio advertiser.
Radio broadcasts by formats like, music, talk, sports, news, weather, and religious. Each format is targeted for a specific audience, by age, sex, income and race.
7.Radio Ratings, by Arbitron
Arbitron is an independent company that determines how many listeners the radio station has in station day parts.They measure such things, as age, sex, race, level of income, average quarter hour listeners, cumulative listeners, time spent listening, and more
8.Radio reps, account executives
Your radio rep or radio account executive it the most important person to make your radio campaign work
9.Producing your ad
There are different types of ads, a live read I found was the best.Learn what is best for you.
10.The Radio markets
There are types of markets, the major markets, the midsize and the small markets.
11.Testing your ad on small stations,
Learn how to test your ad in small markets like in Burlington Vermont
12.Listening to the radio,
Listen to the ads, how many ads in break, which ones come out of the break, which ones lead into the break.Learn how to be a good listener.
13.Prepay then ask for credit
Learn how to get terms on radio stations.
14.The radio company owners are different, The small independent radio companies
Different ownerships treat their radio advertisers differently.
15.Free tickets, good seats!
If you like free tickets then become a radio advertiser.
I began my company, the Vermont Teddy Bear Company, shortly after my first son was born.I struggled in my business for 9 years, selling my bears in retail outlets like gift stores and large retail chains like Macy's.
The most I could get my sales to a year was $450,000.
My company was about to declare bankruptcy, the investors were not interested in sinking any more money into the company.
But then we discovered radio. Our teddy bear sales soared. We went from $400,000 in sales to $1.7 million the first year in one year. In 5 years our sales were over $20 million dollars, with 600 employees
You should use radio because almost everyone in most countries listens to the radio once or more a day.
Here are some numbers to think about when thinking about radio
NEW YORK – March 10, 2014 – Nielsen, a leading global provider of information and insights into what consumers watch and buy, today released highlights from the March 2014 RADAR® 120 National Radio Listening Report. According to the report, the total U.S. radio audience has increased by more than 1.2 million weekly listeners since March 2013, and now reaches 244.4 million Americans on an average weekly basis – 92 percent of the total U.S. population ages 12 and older. Daily time spent listening among radio listeners ages 12 and up now averages approximately 2 hours and 41 minutes a day, holding steady from the previous year.
|Section 2: Radio basics you need to know|
Metro New York City has 16,033,100 people who are over the age of 12. It is the largest radio market in the USA.
You can advertise in NY for a lot less money than you think, as low as 25 dollars on major stations.
New York is the most influential city in the US:
New York is the media capitol of the US, so the same people who worked at those media companies also listen to the radio. When you advertise in NYC, you stand a good chance of also being mentioned in other media outlets.
New York is also the capitol of finance in the US, which is why our public offering did so well.
The total service area is larger than the metro area, which means there are more listeners 12 plus then just live in NYC, over 20,000,000.
Radio stations measure listeners for different day parts
Morning drive is between 6 am and 10 am
Midday is from 10 – 3
Afternoon drive from 4 to 7 PM
Evening is from 7PM to Midnight
Overnight is from Midnight to 6 AM
Don’t buy the 13 week buy that radio will try to sell you
One very important way that radio stations measure listeners is by Average quarter hour and cumulative audience.
What is a radio format?
It is what the radio broadcasts, for example music, talk, sports, news, weather, religious are all radio formats.
Music formats are the largest,
Country music, classical, rock, easy listening, oldies and top 40 are all examples.
Most radio stations in the US subscribe to a rating service called Arbitron.
Arbitron is an independent company that determines how many listeners the radio station has in station day parts. They measure such things, as age, sex, race, level of income, average quarter hour listeners, cumulative listeners,
time spent listening, and more.
A radio rep or account executive is your sales representative from the radio station.
Your radio rep is the most important person for the success of your ads on that radio station.
There are three basic types of radio ads:
A produced ad
A live read ad
A recorded live read
Radio markets: major, midsize and the small markets.
|Section 3: You are ready to go, begin advertising|
Testing your ad on small stations, like in Burlington Vermont. Once your ad works on a small market, it will work on a large market.
Listening to the radio
One of the really great things about radio advertising is that you can get terms fairly quickly.
There are 3 basic types of radio station owners:
Really big ones like Clear Channel Communications, and CBS
Ones that own a group of stations, from 4 to 100 stations
And the ones who only own one, two or three stations.
One of the great perks of radio stations is they have free tickets and good seats to pretty much any event that takes place in there market.
|Section 4: Summary|
John Sortino is the founder and former CEO of the Vermont Teddy Bear Company. Sortino and the company were named the best CEO and Company in America three times on Inc. Magazine's list of fastest growing companies. Sortino was named among the Top 100 marketing people by Advertising Age,, and is the author of “How to be a Successful Entrepreneur,”, which has sold 55,000 copies. He also is a college and middle school instructor.