Re: LOOKING FOR - men fashion week

Gio-
Actually, I think I'd like to address your media plan more than the creative, b/c at first glance it makes me uneasy. Being in a major media market like Miami, the cost of airing on any strong radio station wouldn't seem efficient for a 1 location store. I suspect a few possibilities:

• The radio station is not a strong performer, you'regetting 'good' rates, but where are you running and how many are really listening
• The radio station is a medium strong performer, you're getting 'fair' rates, you aren't running in key areas that will drive traffic in your doors

Airing on one station, which I think that's what I picked up, is generally not a great use of cash, unless you 'own' the station. By that I mean, your spot is heard, many, many, many times each hour. This applies to Radio more so than TV since its just audio, radio is a frequency medium, listeners have to hear your spot multiple times before it registers and they react (come in to your store)

You are in a aesthetic, visual business; antiques, collectibles, etc...you cannot adequately convey the beauty, the elegance, the sophistication or style through radio. TV (broadcast or cable) may be a far more effective medium to explore in promoting your store. People watch TV all day long, where the radio has just a few key areas (drive time). You have a great benefit as you're targeting women, there are plenty of programs that have a high concentration of women in typically inexpensive areas (8a-5p) and weekends. TV stations generally can't give the programming away during this time regardless of the network affiliation (less Ophra, Dr Phil, Jeopardy and a few select others). You can negotiate great rates, and suggest doing an annual deal to maximize the benefit; and there is always one station in a market that has good creative/production staff...look to the CW's and MyNets first, they are all about developing new business. Remember, people watch programming, not stations, see if you can own 1 or 2 programs (min 2 spots per hr, every day) on as many stations as you can afford to buy...this will build frequency and reach. Try to use :15's vs :30's, proven similar in effectiveness at about 65% of the rate. Look for whopping deals in Jan, Jul, Aug and Dec (although Aug and Dec will be tough with Political spending in Fla this year)...running in the 1st two weeks of most any month throughout the year will get you same amount of viewers at about 70% of the cost, as typically less corporate advertisers running then.

Lastly, use a call to action which can track every stations effectiveness... I'm a Mobile Texting proponent when it comes to this area, but will leave out the shameless plug.

Forget radio, can just feel you're wasting your money.

Find me if you have questions,
Eric

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