How do I get started?
You’re in the right place! Research our website to answer your basic questions or contact our Sales Manager, Michelle Conner, at moc.renroceht1601null@ellehcim or 434-220-2300. She or one of our friendly marketing professionals will be glad to meet with you personally. After finding out what your goals and expectations are, we can put together a custom plan for your business. Once you agree on an advertising program, our creative department will work with you to create a commercial that effectively tells your story.
What are the most frequent mistakes advertisers make?
- Not having the right level of focus and commitment.
- Throwing in the towel before the advertising has a chance to work.
- Utilizing the wrong medium or radio station for the business or service.
What is 106.1 The Corner all about?
We like to think of 106.1 The Corner as a town hall for an eclectic and arts-driven community. We play adult alternative music targeted at an audience of young professionals and active, intelligent adults. Some keywords to describe The Corner’s audience are: active, green, progressive, the arts, intellectual, NPR, affluent, community, Earthy, independent, free-thinkers, music-lovers. If you’re in charge of your company’s marketing and promotions, and you find yourself in a similar category for a like-minded audience, we should talk about how 106.1 The Corner can work for you! Through a genuine love and respect for the music, we program a no-nonsense format featuring established artists, local/independent acts, and emerging bands. We frequently tie-in with community events, concerts, and non-profit fundraisers to help spread the word and engage in the community. “It’s About The Music.”
What is the best way to advertise?
Unless you’re having a special event, we recommend advertising your products or services on a consistent basis to receive the greatest long-term benefits.
How long does it take for advertising to begin working?
This depends on what you are selling and the offer you are making. If you tell people to come visit you to receive a free $100 bill, you’ll probably have a traffic jam outside your business within minutes. Otherwise, advertising takes as much time as the consumer buying cycle dictates.
Who makes my commercial?
We do. This is our specialty over any other local radio station. Your account executive will connect you with our Creative Services Department. Just as a tailor or seamstress would customize your clothing, we will customize the wording of your message. We will produce your commercial in our state-of-the-art production studio at no additional charge.
What should I say in my commercial?
Ask yourself, “What makes me special? Why would someone like to do business with me? Why am I a better choice than my competitor?” Take a look at your strengths. Our goal is to tell your story and help you get your fair (and maybe even unfair share) of the market’s dollars. Do not worry so much about addresses or phone numbers. If you have a website, direct them to your website where they can find your address and phone number.
How much does the advertising cost?
There are too many variables involved to give you an exact dollar amount. Pricing will vary depending on the frequency of your ads or sponsorship in tandem with a Corner special feature and weekly show. Commercials are either 60 seconds or 30 seconds in length. Other variables are when, where, and how often the commercial airs. Your account executive can show you a specific radio plan and show you exact pricing to fit your advertising budget.
Do you have packages or specials?
We pride ourselves on customizing the right radio plan for your business. We do have special promotional opportunities throughout the year. An account executive can show you details.
I’m a retailer. What’s best for me?
It all depends on whether you are looking for transactional or relational customers. Quick one- or two-day sale commercials attract the transactional buyer and require higher frequency. Steady, consistent, yet repetitive advertising will bring the relational buyer. Relational buyers feel a stronger emotional connection to your brand, while transactional buyers are looking for a great deal right now.
I’m NOT a retailer. What’s best for me?
The right message delivered consistently. Even if you’re in a service industry, consumers will need to hear about your services throughout the year.
I’m having an event. How should I advertise?
Heavy advertising works best for event marketing. Eight to twelve commercials a day, for a minimum of five days prior to an event. This ‘saturation’ approach ensures top of mind awareness – people recognize your name and will start a buzz.
What is a positioning statement?
A positioning statement tells everyone what your position is in the marketplace and what makes you special. It is what separates you from your competitor. A 106.1 The Corner account executive can assist you in creating your positioning statement.
Do you do events where you come out to my business?
It depends on the nature of your business or event. Traditionally, we recommend that your dollars are spent on air versus having a traditional radio “remote.” We find that events should create enough of a “draw” on their own without bearing the added expense of having the station on-site. Exceptions are made on a case by case basis.
What is image advertising?
Advertising that creates a dominant, positive image of your business in a specific category. You’re not trying to immediately sell a bunch of widgets; your goal is to create a mental picture for consumers to draw upon and recall when they need your product or service.
What is branding, and why does it work?
Branding occurs when you consistently and frequently implant a memory that’s already attached to another memory in the consumer’s mind. This fosters an emotional connection in your buyers’ minds between your product or service and something they feel warmly about – they think of your brand when they think of things they like. The better their feelings toward your brand, the more likely they are to frequent your business in the future!
How does a buying cycle affect my business?
A buying cycle affects your business because you never know at which stage a consumer may be. Consumers may not need your bike, heating and cooling service, financial advice, or insurance today. However, they may need them tomorrow, next month, or even a year from now. If you consistently advertise, you will be able to see the consumer from the beginning stage all the way through to the point of purchase.
I advertised once and it didn’t work. Why should it work this time?
Radio advertising will always work if you have the right plan, the right message, and the right expectations. The marketing professionals at 106.1 The Corner can make sure you have the right plan and message to make your advertising work this time.
How can I guarantee success?
Have a clear idea of what you want for your business. Commit to consistent advertising. Be sure to make good on your advertising promises to your customers. Over-deliver and super-serve them when they come into your place of business. With a great product to offer and 106.1 The Corner at your side, you’re prepared for success!
Need More Info?
If you’d like more information about advertising with 106.1 The Corner, contact Sales Manager Michelle Conner via email (moc.renroceht1601null@ellehcim) or at 434-220-2300. You can also contact Corner Program Director Brad Savage via email (moc.renroceht1601null@darb) or by phone at 434-220-2307 if you’re not sure if you’re ready to speak to the sales department yet. We’ll help you sort through the details of your company’s goals and marketing plans.