Radio Commandment Number 8
Thou Shalt Use Radio To Build Strong Business Alliances.
When you advertise on radio you hope to reach many thousands of listeners. But there is one type of listener few retailers think about. It is this person that can be just as important and sometimes, more important than your intended market - Business associates, Buyers, manufacturers, wholesalers, distributors. People that you do business with on a day to day basis.
The benefits of influencing your secondary markets through radio advertising is important for several reasons.
1. It legitimizes your business, especially if you're the new kid on the block. 2. It opens doors to suppliers who may not have been interested in selling product to you. 3. It gives you the opportunity to invite your business associates to work out exclusive promotions. 4. You can create a co-op situation and share the cost of your radio advertising with a preferred supplier. In some cases you can get them to pitch in from 25% - 75%! 5. You can carry a bigger stick when you visit your bank manager.