1. Wrong message – The single biggest factor in the success and failure of a campaign is the actual script of the radio commercial. You might be surprised to learn how many advertisers, including dentists, let the radio station write their commercial for them. At RAMP, we eliminate the ads that fail to produce, and we keep the proven winners.
2. Wrong audience – Do you listen to the same station as your team members? How about your teenage children? How about your prospective patients in the community? A surprising amount of advertisers use irrelevant information to decide where to advertise. It doesn’t really matter what station you like, or what station your team likes to play in the office. When selecting a station, the only thing that matters is finding the one that attracts your target audience.
3. Not spending enough – Underfunding a radio campaign is penny-wise and pound-foolish. If you can’t afford radio advertising yet, try a less expensive marketing solution first, then use radio when you have enough funds to launch campaign of at least a six to twelve months. There’s no exact formula for determining how much to spend. Our buyers’ years of experience have taught them how to spend just enough without wasting money. Since I can’t transfer all their knowledge in this short space, just use this principle – try to hit the same people several times in one week.
4. Not staying with a campaign long enough – The evil twin of underspending, is failure to see a campaign through. Everyone in advertising will tell you that it takes time. Every advertiser has heard these words and claimed to understand. Yet when a campaign fails to deliver solid Return on Investment in the first couple of months, a large number of advertisers will succumb and “chicken out”. Those who prepare for and weather the early stages of a campaign reap the rewards in six to twelve months and beyond.
5. Relying on radio reps – “Torture numbers, and they’ll confess to anything.” Radio station sales reps are largely good people, but they are not paid to market your practice. They are paid to convince as many people as possible to buy advertising from their station. Hire an expert to do your research. The right agency can save you thousands in trial and error.
6. Selling the wrong service – An ad that attracts small cases will not achieve the return on investment you need. Your commercials should sell your high-dollar services, especially sedation.
7. Trying to sell everything – Once you decide to market a service, don’t try to fit everything you do into the commercial. An ad for implants should be precisely that; don’t muddle it up with a plug for your whitening services, a list of all your professional accomplishments and a description of the Serac in your office.
8. Trying to be everywhere – If you try to be on every station, you may spread yourself too thin and get poor results. It’s better to reach a small group of people several times than it is to reach everyone once.
9. Not tracking leads – If you spend the money on a radio campaign, your front office people must actually say the words, “Did you hear the doctor on the radio?” Many of those patients from your yellow pages ad and website heard your name and web address on the radio. If you don’t specifically ask, you’ll never know this.
10. Team members underperform – It’s a simple as this: the offices with the strongest team members get the most ROI from their advertising. If your team is not ready, willing and able to help you market sedation or any other service, you will not see the same ROI as your colleagues.