P
romotions
A guide to advertising in the Lake Country
WMGZ-FM Z97 ~ Southern Stone Broadcasting
Voice: 478.453.9406 ~ 478.453.9770 ~ Fax: 478.453.3298
Z97Mail@yahoo.com ~ Z97Online.com
Advertise to Reach New Customers.
Your market changes constantly. New families in the area mean new customers to reach. People earn more money, which means changes in lifestyles and buying habits. The shopper who wouldn't consider your business a few years ago may be a prime customer now. Remember...20% of families will move this year, 5 million people will be married and 4 million babies will be born.
Advertise Continuously.
Shoppers don't have the store loyalty they once did. You must advertise to keep pace with your competition. The National Retail Merchants Association states: "Mobility and non-loyalty are rampant. Stores must promote to get former customers to return and to seek new ones.
Advertise to Remain With Shoppers Through the Buying Process.
Many people postpone buying decisions. They often go from store to store comparing prices, quality and service. Advertising must reach them steadily through the entire decision-making process. Your name must be fresh in their minds when they ultimately decide to buy.
Advertise Because Your Competition is Advertising.
There are only so many consumers in the market who are ready to buy at any one time. You'll need to advertise to keep regular customers and to counterbalance the advertising of your competition. You must advertise to keep your share of customers or you will lose them to the more aggressive competitors.
Advertise Because it Pays Off Over a Long Period.
Advertising gives you a long-term advantage over competitors who cut back or cancel advertising. A five year survey of more than 3,000 companies found...Advertisers who maintain or expand advertising over a five year period see their sales increase an average of 100%. Companies, which cut advertising, averaged sales decreases of 45%.
Advertise to Generate Store Traffic.
Continuous store traffic is the first step toward sales increases and expanding your base of shoppers. The more people who come into the store, the more possibilities you have to make sales and sell additional merchandise. For every 100 items that shoppers plan to buy, they make 30 unanticipated "in the store" purchases, an NRMA survey shows.
Advertise to Make More Sales.
Advertising works! Businesses that succeed are usually strong, steady advertisers. Look around. You'll find the most aggressive and consistent advertisers are almost invariably the most successful.
Advertise Because There is Always Business to Generate.
Your doors are open. Salespeople are on the payroll. Even the slowest days produce sales. As long as you're in business, you've got overhead to meet and new people to reach. Advertising can generate customers now...and in the future.
Advertise to Keep a Healthy Positive Image.
In a competitive market, rumors and bad news travel fast. Advertising corrects misleading gossip, punctures "overstated" bad news. Advertising that is vigorous and positive can bring shoppers into the marketplace, regardless of the economy
Advertise to Maintain Employee Morale.
When advertising and promotion are suddenly cut or canceled, salespeople may become alarmed and demoralized. They may start false rumors in an honest belief that your business is in trouble. Positive advertising boosts morale. It gives your staff strong additional support.
Audience- Potential Customers
In the United States, about 95% of people listen to the radio on a weekly basis. Folks in the Lake Country start their days with the radio in the morning, listen to the radio on the way to and from work, hear it while at the workplace, and while shopping. Commercials, DJs, and listener call-in shows all provide an enormous audience base for you to advertise your product or service.
Targeting your Audience
In addition to the sheer size of your potential customer base, radio advertising provides an effective way to specifically target your prime audience. Some stations are all about sports, some are all about talk. Z97 is about entertainment. We bring some of the best contests, giveaways, and events to Middle Georgia. Become a part of something great in your community with Z97.
Budget
Radio is actually an extremely cost-effective medium for you to advertise your business on. Radio spots can require a smaller budget than advertising in newspapers and magazines. In addition, your radio ads can be more comparable to larger competitor's ads, since there is no cost of competing visually with them, such as with television ads. Television and print ads can cost up to 10 times as much as a single radio ad and reach fewer people than radio.
Effectiveness
Perhaps the biggest benefit of using radio advertising is the effectiveness of ads on listeners. Radio is perceived as the most intimate of advertising mediums, because people are so often alone when listening to the radio, such as when driving to and from work. This is a prime opportunity to speak directly to your audience.
Also, people usually tend to develop a personal relationship with their favorite radio stations and programs, more so than television. As a result, people have been found to be more accepting of radio ads than of any other type of advertising media. This intimacy provides an opportunity to contact more personally with consumers, and to arouse emotions in the listener which, if all goes well, will increase the chance of a sale.
Another of the benefits advertising on the radio is that listeners are more likely to sit through a commercial break. Newspaper readers can skip over the ad or turn the page. Television audiences can use the remote control to change channels, or DVR the show and jump over commercial breaks. That does not happen as often for radio listeners. This increases the chances that your message will get to your audience
Radio is the one mass media form that comes even close to word of mouth advertising. You can capitalize on radio advertising by finding a spokesperson that already has a relationship with that audience. A host or DJ from the station talks to the audience every day, and people will be more willing to listen to what they have to say.
Loyalty
Many radio listeners have one or two stations that they trust for news, contests and their favorite music. This can also mean they will develop a level of trust with the advertisers on that station as well. One of the most effective means of advertisement is word of mouth.
Audience
o
Radio is a universal medium enjoyed by people at one time or another during the day, at
home, at work, while shopping, and, of course, in the car.
o
Z97 is enjoyed by all types of listeners: kids, teens, and
adults all enjoy our programming. It’s family friendly
with a mix that pleases most everyone.
o
Z97 has a signal that reaches far beyond the
competition. 25,000 watts that cover everything from
Dublin to Athens and Macon to Augusta.
o
Reach new markets and build recognition and respect
for your brand.
Value
o
Free creative help is available for your commercials.
o
Rates are generally flexible .
o
During the past ten years, radio rates have seen less inflation than those for other media.
o
Multiple Exposures in a single day vs. print media.
o
Cost of commercial production is included in your advertising.
o
Quick turn around times.
o
Near instant updates – need to change a phone number or add a sale special? Just call!
Effectiveness
o
Branding
Build brand recognition and respect through constant exposure.
o
A Personal Touch
The trust that comes with familiar, local voices and personalities.
Radio is the simplest medium to put yourself into. No artistic talent needed.
Z97 has a voice coach to work with you on your commercial delivery.
o
Community Oriented
Z97 encourages listeners to shop local.
Your business can sponsor community events with Z97 as a partner.
People want to support small businesses. They just need to know about them!
End of the Summer Lake Patrol Party
Live and on Location at the Freedom Festival
Musical guest The Scott Little Band at the Lake Patrol Party Our 25,000w signal covers a large
More than Just Radio – Z97 Offers You More for Your Advertising Dollars
Advertising Campaigns
on-the-air
, through
social networking
, on
the web,
and
on
location
.
o
“
The Dr. Pepper Road Show
” – Live Remote Broadcasts at your business or
event with the Z-Crew
o
Z97′s “
Welcome Wagon
,” a FREE live remote broadcast offered to new
members of the Chamber of Commerce
(Milledgeville/Baldwin County and Eatonton/Putnam County)o
Commercial Advertising packages with :30 and :60 second spots
o
Digital Advertising on Z97Online.com
o
Coupon Hosting on Z97Online.com
o
Facebook Promotions with our ever growing fan base
Need more Facebook fans? Ask us how we can help.
Become part of the events that people all across the Lake Country love
o
University of Georgia Football
o
Lake Patrol & the “World Famous Lake Patrol T-Shirt”
o
Winning Wednesdays
o
Z97’s Easter Egg Hunt for Kids
o
Z97’s Annual Boat, RV, & Personal Watercraft Show
oThe Big Dam Run – Charity 5K & Fun Run
o
Contests, Events, and Giveaways all year long
Sponsor community messages, events, and non-profits.
o
The Community Calendar (Support messages about community events.)
o
Holiday Greetings (The perfect way to thank customers for their business.)
o
Back-to-School Safety Greetings (Remind your neighbors that you care.)
o
Motorcycle, Pedestrian, & Bicycle Safety Greetings
o
Drug-free / Smoke-free greetings
Z97 is the Voice of the Dawgs!
Boat, RV, and PWC Show Sponsors Over $1 million in inventory on display at Z97’s Boat, RV, & PWC Show.
The Dr. Pepper Road Show
brings all the attention and excitement of a live radio
broadcast right to your door.
When Z97 rolls in with the
“Prize Patrol Van,” people
take notice. Folks know that
wherever the Z-Crew goes,
great deals follow! Our
youthful and experienced staff
will bring pizza, prizes, and
positive enthusiasm for your
customers while spreading the
word about your business all
over the Lake Country.
Whether it’s to celebrate your grand opening, relocation, new ownership, customer
appreciation days, or a big sale, the Z-Crew will be your very own
attention-grabbing welcoming committee!
Live Remotes with the Dr. Pepper Road Show may include the following options:
Multiple-hour broadcasts on location (2 hours min.)
Pizza and Dr. Pepper
Prizes and T-Shirts
Specialty / Requested Talent
800w PA with Z97 Music
Live DJ (Non-Z97 Music)
Ask your Sales Representative about great events with…
Winning Wednesday
is the Lake Area’s favorite day of the week, because every
hump-day for the last ten years, Z97 has helped to break the monotony by bringing
our listeners 2 solid hours of giveaways and organized chaos! All they have to do
is be caller number 9 to win! Meanwhile, we talk about ongoing events and
promotions throughout the mid-state and have a little fun. You can become a part
of the good times by giving us promotional items to give away to our listeners:
Gift Certificates
Prize Packages
Tickets to your concert, event, or promotion
T-shirts and Merchandise
Almost anything can be a Winning Wednesday giveaway!
We also welcome lunch sponsors for the “food critics” here at Winning
Wednesday. Don’t worry… all lunch sponsors get a very positive review! This is a
great way to tell folks about new menu items and specialties, or remind them of
familiar favorites. Winning Wednesday is basically “free” advertising.
The Welcome Wagon
is a free live remote given to new members of the
Milledgeville & Baldwin County Chamber of Commerce and the Eatonton &
Putnam County Chamber of Commerce. We broadcast on-site to introduce your
business to the community and tell our listeners about your products and services.
It’s our way of saying “welcome to the neighborhood.”
Z97 Events
are traditions in the Lake Country. We host or participate in more than
two dozen happenings across the mid-state:
Z97′s Easter Egg Hunt for Kids
Z97′s Boat, RV, & Personal Watercraft Show
Z97′s Lake Patrol
Z97′s Annual Decorate your Boat Contest
Z97’s High School Tailgate Party
The Big Dam Run – 5K & Fun Run
The Georgia College Bobcat Ramble
The Deputy Will Robinson Memorial Run
Relay for Life :
(Greene, Morgan, Putnam, Baldwin, Jones,
Washington, Wilkinson, Hancock)
Deep Roots Festival
Eatonton Street Painting Festival
Putnam County Dairy Festival
Milledgeville First Fridays
Taste of Eatonton
Milledgeville Idol
Milledgeville’s Got Talent
Milledgeville Fireworks
The Lake Country Freedom Festival
The Love Bucket with Louie Herron Toyota
Extreme Makeover: Home Edition – Madison
Oconee Regional Medical Center Health Fair
Annual Christmas Parades
(Milledgeville, Madison, Gray, & Eatonton )
Oconee Classic Marching Competition
The Brick’s Halloween Costume Contest
The Lake Area’s Biggest Yard Sale
The Lake Country Bulldog Club’s Annual
Mark Richt Tournament
Georgia College GIVE Center
Z97 Giveaways
are a great way to promote your business! You may choose to
invest as a paid sponsor, provide prizes, or a combination of the two. A number of
successful prize packages we have promoted include:
Wii Wish you a Merry Christmas – Nintendo Wii Pacakge
Kinect-ing you to the Holidays – X-box 360 with Kinect Bundle
Pimp My Deer Stand – A Hunter’s dream just in time for opening day
Super Sunday Party – Pizza, wings, and drinks for the biggest game of the year
Weekend Retreat Cabins in Gatlinburg – Everyone loves to get away
Cupid’s Couples Valentine’s Day Package – Roses, champagne, and more!
Free Lunch Fridays – Who says “there’s no such thing as a free lunch?”
Numerous Concerts and Events…
