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1. Should I advertise?
2. Is radio right for me?
3. How do I get started?
4. How much does advertising cost?
5. What are the most frequent mistakes advertisers make?
6. I want to build my business, what do you suggest?
7. What's the best way to advertise?
8. How long does it take for advertising to begin working?
9. What is TOMA?
10. Which station is best for me?
11. Who makes my commercial?
12. What should I say in my commercial?
13. How much is commercial production?
14. How can I guarantee success?
15. What is your mission statement?
16. I'm a small business with a small budget; can I still advertise effectively?
17. Do you have sales or specials?
18. I'm a retailer, what's best for me?
19. I'm NOT a retailer, what's best for me?
20. I'm having an event, how should I advertise?
21. What about television and cable advertising?
22. What about newspaper advertising?
23. What about yellow pages?
24. What about internet banner advertising?
25. What about billboards?
26. What about other radio stations?
27. Should I hire an advertising agency?
28. Should I have a jingle?
29. What's a positioning statement?
30. What is image advertising?
31. What is branding?
32. How does a buying cycle affect my business?
33. Should I do a remote?
34. What is your coverage area?
35. What are Arbitron ratings?
36. What is Scarborough research?
37. What is reach and frequency?
38. How and who do I contact for more advertising information?
39. What's a "Custom Marketing Analysis?"
40. What's a "Custom Marketing Plan?"
41. Tell me about your radio stations?
42. Tell me about your programs?
43. What's a radio demographic?
44. What are your payment terms/credit policies?
45. Do I have to sign a contract?
46. I tried radio once and it didn't work, why would it work this time?
47. What is the procedure if I want to meet with one of your account executives?
48. What is co-op advertising?
49. What is "cause related marketing?"
50. Do you have any success stories?
51. I don't have a large budget, what do you suggest?
52. What is drive time?
53. Should I advertise during nights and weekends?
54. Is there a charge for an account executive to meet me for a marketing analysis?
55. What is a "Unique Selling Position"?
56. What's a "noting score?"
57. Can I advertise on your stations websites?"
58. Do you have other stations around the state?"
59. What is "The Champlain Radio Group?"
60. Are you Public Radio?

Should I advertise?

• If you need to ward off increased competition or generate additional customers/clients, advertising is a necessity.  Because you can't yell loud enough to let the Champlain Valley hear why they should do business with you, you need to select an advertising platform (radio, television, print, etc…). 

• When you advertise you're buying an audience.  We provide seven unique audiences so your advertising dollars are not wasted reaching people who are unlikely to do business with you. We focuse on those who will!

Is radio right for me?

• If people who do business with you listen to radio, then radio is an option to explore… and 96% of us listen to radio every week*. *Radio Advertising Bureau  

• Radio can expand your market reach, target your best prospects, generate sufficient message frequency, reach mobile consumers, motivate people to shop , establish a relationship with customers, break through competitive clutter, make a lasting impression, and maximize advertising investment. 

• If radio were invented today it would be all the marketing rage.  Why?  Because we live in an on-the-go society, and unlike newspaper or television, radio is with us everywhere; in the car, in the office, as well as in the house.  Radio's mobility, intrusiveness and target ability makes it a cost-effective marketing platform for nearly any type of business.

How do I get started?

• Research our Web site to answer your basic questions.  Then, contact us so we can perform a custom needs analysis for you .  After answering a series of questions and telling us what you want to accomplish, we can inform you of appropriate promotions or provide you with a custom marketing plan and demo commercial.

How much does advertising cost?

• That depends how much of an impact you want to make and how much competition you have.  Although you can purchase an occasional special package for a few hundred dollars, our most effective advertisers pick a station and invest $500 to $5,000 per month.  Finding the budget you're comfortable with while providing a sufficient return on investment can be easily developed through a marketing analysis.

What are the most frequent mistakes advertisers make?

• Not filling up one cup before moving on to the next.  Many business owners think they need to do a little bit of everything instead of doing one thing well.  It's been said, “I throw my advertising dollars against the wall and hope some of it sticks.”  Almost any business can get the customers they need by simply attacking and owning a radio station's audience.
  
  
• Quitting before the advertising can work.  Advertising is like trying to get in shape.  The beginning is the hardest part and the benefits truly begin when you think you've given your all.  In order to get your desired body shape when working out, you must earn it by sticking to your plan.  Successful advertising is no different.

I want to build my business, what do you suggest?

• Be honest with your expectations and the investment you're willing to make.  Then submit a custom marketing analysis, or meet with one of our account executives to do an in-person marketing analysis interview.  We can then provide you a demo CD  and custom marketing plan that matches your goals and targeted demographics.

What's the best way to advertise?

• Unless you're having a special event, TOMA (top-of-mind awareness) advertising yields the greatest long-term benefits. Not everyone needs your products or services today, so advertising for a month is a crapshoot. Reminding a large group of consumers who are most likely to do business with you about your unique selling proposition  over and over is most beneficial. When any of our listeners need your product, our goal is to have your business in their top-of-mind recall.

  How long does it take for advertising to begin working?

  • This depends on what you're selling and the offer you're making. Tell people to visit you for a free $20.00 bill, and you'll have a traffic jam outside your business. Otherwise advertising is similar to pushing a car, it's tough at first, but the more you push, the easier it gets. Soon enough you can move the car along with minimum effort. We tell our large custom marketing plan clients, “In three months you'll hate me, in six months you'll talk to me and in ten months you'll be inviting me to your house for dinner.” Stick with your plan and you'll be provided a healthy return on investment.

  
  What is TOMA?

  • TOMA (top-of-mind awareness) advertising yields the greatest long-term benefits. Not everyone needs your products or services today, so advertising for a month is a crapshoot. Reminding a large group of consumers, who are most likely to do business with you, about your unique selling proposition over and over is most beneficial. When any of our listeners need your product, our goal is to position your business in their top of mind recall.

    
    Which station is best for me?

    • Ask yourself, “what is the profile of the person most likely to do business with you?” Be specific. Now, match up that consumer by reviewing our individual stations'  websites. Once you've discovered the right stations/audiences who are most likely to do business with you, contact us for a complete custom needs analysis.

    
    Who makes my commercial?

    • We can produce your commercial, or we can suggest an outside production house.
    • Production is free for all of our advertisers.
    • Our Custom Marketing Plan advertisers receive agency quality production from our Creative Services Department, and our sales/event/occasional advertisers receive professional standard production from one of our DJs or announcers.
    • Our mission is to create top quality advertising that works for our client's custom marketing plan. How?
      • By listening to the client to find out what their true needs and goals are.
      • By spending the time required to develop the right message to serve the client's needs.
      • By crafting creative ads that make an impression in the mind of the listener.
      • By employing the highest quality voice talent and producers to turn words on paper into magic!
    • Our company is aware better tools make a better product. Champlain Radio Corporation is outfitted with state-of-the-art production facilities that rival most national agencies. We currently have three fully digital production suites that would be as easily suited to mixing an album as producing radio commercials. Is this overkill? We don't think so. We believe our clients deserve the best we can give them, and it shows in our work.

    
    What should I say in my commercial?

    • Ask yourself, “Why should someone do business with me?” Be specific. “What truly makes me a better choice than my competitors?” “What makes us special?” “What is our unique selling proposition?” Take a look at your strengths versus your competitor's weaknesses that can result in taking business from them. Our goal is to grow your business by getting you an unfair share of the market's dollars from your competition. A completed  custom needs analysis can help us fine-tune your message to the right audience(s).

    
    How much is commercial production?

    • At the Champlain Radio Group, both writing your ad and producing it are free. We provide standard DJ voiceover production for all occasional advertisers and complete agency quality production via our Creative Services Department for all Custom Marketing Plan clients.

    
    How can I guarantee success?

    • After ensuring your business is in fine operating order, stick to a well-constructed advertising message month after month. If you deliver your message consistently to the right people, your advertising will yield rewarding results.

    
    What is your mission statement?

    • The Champlain Radio Group provides revenue-generating marketing solutions to local businesses. We seek to acheive cost-effective targeted advertising for our clients by delivering the right radio audience, effective frequency, and a well-constructed commercial.

I'm a small business with a small budget – can I still advertise effectively?

• The bare minimum recommended spending is $300.00 per month.  That would perhaps get you one newspaper ad, but we can strategically pick a program on one of our radio stations that really may help you grow to the next level.  Contact us so we can suggest a plan of attack. 

Do you have sales or specials?

• We do.  Click here.

I'm a retailer, what's best for me?

• Do you live and die by sales events or do you want more consistency for your business?  Sales event advertising can drive customers, but it's the “cocaine of marketing.”  The more sales you have, the more advertising you need.  However, if you want a steady, non-fickle customer base, we recommend the safer TOMA approach.

I'm NOT a retailer, what's best for me?

 

• Consistency, consistency, consistency.  Whether you're a doctor, lawyer or carpet cleaner, a well-developed commercial stating your unique selling proposotion will keep you in the consumers mind when they need your services.

I'm having an event, how should I advertise?

• Heavy.  We recommend fifteen to twenty commercials a day for a minimum of three days prior to an event or major sale.

What about television and cable advertising?

• We use it, but darn if it isn't expensive.  Getting a good commercial that doesn't look cheap runs thousands of dollars, and buying prime time can cost hundreds of dollars for just thirty-seconds.  It costs one of our radio stations up to twenty thousand dollars to make an impact in a month.  Effective television advertising can get costly.
• Imagery Transfer:  If you've been running on television, use the audio from your TV ad or let us develop a similar copy, and benefit from “imagery transfer.”  Seventy-two percent* of consumers will visually see your TV ad while hearing your radio ad at a fraction of the cost.  It works well for AT&T, Budweiser and Coke; it can just as easily work for you.  *Coffin & Tuchman, NBC TV

What about newspaper advertising?

• In a smaller market newspaper is a solid choice.  However, in a market as large as Charleston we just can't bring ourselves to pay the higher prices.  Many new advertisers and advertising agencies utilize newspaper often because it's easy to write ad copy.  But, circulation is down, ad space prices are unreasonably high, and noting scores  are less than impressive.  Newspaper was great twenty years ago when we had time to sit and read it everyday.  But we're too “on-the-go” now.  In a market the size of ours, newspaper can't target your customers so there's too many marketing dollars being spent inefficiently.

What about yellow pages?

• Sixty-two percent* of consumers say they would be more likely to call a business with a smaller ad they'd heard of (from radio perhaps?) than an unknown business with a larger yellow page ad.  Place your business's name in the consumers' sub-conscious prior to opening the yellow pages.  Radio can prime your prospects with your uniqie selling proposition prior to ever going to the yellow pages, giving you the best shot to receive their phone call.*TOMA Research

What about internet banner advertising?

• For non-national advertisers, a Web site is functional as a consumer research tool (just like this one).  But how many times have you purchased products from local businesses through an internet banner ad?  Neither have we.

What about billboards?

• They're a great way to say, “turn here,” or “next exit.”  However, telling the story of your business's benefits in just a few words and a picture is difficult.  If you can't afford at least eight “100 showings” a year (approximately 5-10K each for four weeks), we don't recommend them.
• A high-profile billboard can add a splash if you have the budget and are already effectively TELLING your story on radio or television.

What about other radio stations?

• We're big radio fans because of its target ability.  If there's an audience we can't provide you, let us know.  We'll provide any contact information you need.

Should I hire an advertising agency?

• If your budget is sufficient to develop a complete multi-media approach with extensive creative, there are some talented advertising agencies to choose from in Burlington and Plattsburgh.  Though we make our own advertising placement decisions, we occasionally utilize agencies to help us develop our TV & print creative.

Should I have a jingle?

• If you intend on using electronic media (radio, cable, TV), a jingle can really tie it all together.  If you're willing to invest in a music image campaign, we'll reward your commitment.  Have one produced, become a advertiser, and we'll rebate your investment in bonus radio ads. 
  

What's a positioning statement?

• All major companies use positioning statements.  It's a necessity.  Our marketing department uses “Listen , Learn, Solve.”  You can use your positioning statement in all your advertising (radio, print, TV).  Just try to keep it 3-5 words and be sure it hits on your unique selling proposition.

What is image advertising?

• When you advertise image, you're establishing TOMA (top-of-mind-awareness), and avoiding the “I've got to have a sale” syndrome.  Establishing your unique selling proposition  with clarity, creativity and consistency is at the heart of image advertising.

What is branding?

• Establishing in the consumers mind your  unique selling proposition. It helps prospects understand why they should do business with you rather than your competitors.

How does a buying cycle affect my business?

• We all have needs that create buying cycles.  As a business owner, you want the consumer to think of you when they need your goods or services.  A specific listener may not need an attorney, dishwasher, new sidewalk, or retirement plan today.  But, what about those who need these items next month…or next year?  Create your business as a point-of-destination in the mind of the consumer.  When they've forgotten about your competitor's ad minutes after they pass over it in print, you'll be there to TELL them your story; with consistency, day after day.  That's how you create TOMA and that's how to fight through a consumers buying cycle.

Should I do a remote?

• Remotes are great for grabbing attention for a major event or sale.  Our radio stations provide talent, engineering and great visibility if you think a remote is right for you.  In most cases, weekend remotes are booked a month, or more, in advance.  So contact us to check on available dates and times.  

What is your coverage area?

• Click Here to see our coverage maps

  
  

  What are Arbitron ratings?

  • Arbitron is an information source for establishing “quantitative” listening patterns (audience sizes).  Unlike the perfected and electronically measured “Nielsen” ratings, Arbitron is a recall-based paper survey done twice a year in the Burlington/Plattsburgh market.  However, it is the most reliable data available to us (until radio electronic measuring devices come out in a few years).  Arbitron data provides estimates of how many people listen to a radio station, how long they listen, when they are listening and some basic demographic information about that listener.  Want to know how many people would hear your commercial in a week of advertising?  Tell us the demographics of an audience you want to reach and we can provide you an estimate through Arbitron.  

  
  What is Scarborough research?

  • Where Arbitron provides “quantitative” information, Scarborough provides “qualitative” data (lifestyles).  By studying Scarborough, we can get a snapshot of who buys your product, as well as who listens to our radio stations.  Then you can cross reference that data to learn all about their shopping habits, likes, dislikes, hobbies and buying patterns.  It's a great research tool.  Ask us and we'll research Scarborough's database for information that interests and benefits you.  Scarborough information is gathered annually via booklets that are filled with lifestyle questions.  Consumers fill out their questionnaire, mail it back, and we receive this data annually.  

  
  What is reach and frequency?

  • An advertising term that calculates how many people you'll touch with your commercial (reach) and how often they'll hear that message (frequency).  Research shows if you can reach two-thirds of a radio stations audience 3.5 times each; your ad will break through and be heard.  Contact us with the station you're interested in, and we'll provide you the number of ads needed to achieve exceptional reach and frequency.

  
  How and who do I contact for more advertising information?

  • Start with our Market Manager, Rich DeLancey. He will ask a few questions and put you in contact with an account executive best suited to meet your expectations.  Call 802-863-1010 or email richd@champlainradio.com

What's a “Custom Needs Analysis?”

• Contact us and we can provide you with a specific marketing plan of attack.

What's a “Custom Marketing Plan?”

• This is our marketing recap we provide after you've completed a Custom Needs Analysis.  Custom Marketing Plans are free and provide our recommendations on how to best achieve advertising success based exclusively on your goals and needs.

Tell me about your radio stations?

• Visit any of our station websites.

Tell me about your programs?

• Visit any of our station websites.

What's a radio demographic?

• It's a group or cell of the population who listens to one or more of our stations.  Our goal is to match your targeted demographic (target prospects/customers) to one or more of our matching stations.

What are your payment terms/credit policies?

• We accept cash, check and all major credit cards.  We are also pleased to extend net 30 day payment terms with approved credit. 

Do I have to sign a contract?

• Signing off on your approval to run an advertising campaign is standard procedure.  It protects you with a low rate guarantee and provides written permission and consent for us to promote your business.

I tried radio once and it didn't work, why would it work this time?

• Because we go through a regimented process including a client needs analysis, custom marketing plan and creative demo commercial.   This process puts the odds for success in your favor.  Our account executives are trained not to be good salespeople, but intelligent marketers.  Suggesting a campaign that does not work is as unacceptable to us as it is to you.

What is the procedure if I want to meet with one of your account executives?

• Start with our Market Manager, Rich DeLancey.  He can ask a few questions and put you in contact with an account executive best suited to meet your expectations.  Call 802-863-1010  or email mailto:richd@champlainradio.com

What is co-op advertising?

• It's advertising paid partially by you and partially by one of your vendors.  For instance, you may carry a new widget from Acme Company.  Acme would pay up to 50% or more of your advertising bill for sharing time in your ads.  Contact your vendors and ask if you have co-op dollars available.

What is “cause related marketing?”

• To us it means to support a non-profit or charity via advertising.  However, we add a big benefit to those who do cause related marketing with us.  For supporting a non-profit in your ads, we'll provide an equal number of free ads dedicated to your charity/non-profit, and tag it with your name. 
  

Do you have any success stories?

• We do.  Contact us to see our advertisers and what many of them are saying.

I don't have a large budget, what do you suggest?

• First, meet with one of our account executives.  We can then suggest if the occasional special would be best for you, or if you can afford to invest in a small single station TOMA (top-of-mind awareness) marketing plan.

What is drive time?

• Morning drive is 6am to 10am, and afternoon drive is 3pm to 7pm.  The other primary radio “dayparts” are mid-day, 10am to 3pm and evenings 7pm to midnight.  Though drive-time rates are available, the most cost-effective rates are TAP (Total Audience Plan); where your commercial is heard equally in all four primary dayparts, including drive times.

Should I advertise during nights and weekends?

• Attacking a night and weekend audience is a great way to stretch a small advertising budget.  Think we're kidding?  Think of the hundreds of possible customers you could easily influence who work night and weekend shifts at hospitals and plants in our area and the hundreds who are running errands on the weekends.  For just a small percentage of the number of people listening on the weekend drive through the parking lots of University Mall and imagine all those car radios turned on.  Plus, there's less advertising in the evening and weekends, which means your commercial will be noticed even more than usual.  Interested in developing a night or weekend exclusive campaign, click here.

Is there a charge for an account executive to meet me for a marketing analysis?

• Never.

What is a “Unique Selling Proposition”?

• These are the primary reasons why you are truly a better choice to the consumer than your competition.

What's a “noting score?

• A newspaper term that refers to how many people “notices” a print ad.  Did you know only twenty three percent of people even notice a one-eighth-page ad?  And the “noting” difference between a full page and three-quarter-page ad is only four percent!  If you have to use print, here's a great strategy for substantially improving your ads noting score.  Just advertise that day on radio and tell your targeted customers to look for your ad in today's paper.     *RAB

Can I advertise on your station websites?”

• Yes, contact us for details.

Do you have other stations around the state?”

• Yes.  Click here

What is “Champlain Radio?”

• Click Here

Are you Public Radio?

• No, we are commercial radio stations.