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WMRC Radio FAQ

Below you'll find many of our most frequently asked questions.  Scroll and search the list, type a keyword into the search box at the top of the page, or if you cannot find what you are looking for, submit a question.

  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. Who makes my commercial?
  11. What should I say in my commercial?
  12. How much is commercial production?
  13. How can I guarantee success?
  14. What is your mission statement?
  15. I'm a small business with a small budget; can I still advertise effectively?
  16. Do you have sponsorship opportunities?
  17. I'm a retailer, what's best for me?
  18. I'm NOT a retailer, what's best for me?
  19. I'm having an event, how should I advertise?
  20. What about television and cable advertising?
  21. What about newspaper advertising?
  22. What about yellow pages?
  23. What about billboards?
  24. What about other radio stations?
  25. Should I hire an advertising agency?
  26. Should I have a jingle?
  27. What's a positioning statement?
  28. What is image advertising?
  29. What is branding?
  30. How does a buying cycle affect my business?
  31. Should I do a remote?
  32. What is your coverage area?
  33. What is reach and frequency?
  34. How and who do I contact for more advertising information?
  35. What's a "Custom Marketing Analysis?"
  36. What's a "Custom Marketing Plan?"
  37. Tell me about WMRC - First Class Radio
  38. Tell me about your programs?
  39. What's a radio demographic?
  40. What are your payment terms/credit policies?
  41. Do I have to sign a contract?
  42. I tried radio once and it didn't work, why would it work this time?
  43. What is the procedure if I want to meet with one of your account managers?
  44. What is co-op advertising?
  45. Do you have any success stories?
  46. I don't have a large budget, what do you suggest?
  47. What is drive time?
  48. Should I advertise during nights and weekends?
  49. Is there a charge for an account manager to meet me for a marketing analysis?
  50. What is a "Unique Selling Position"?


   1. Should I advertise?

  • If you need to ward off increased competition or generate additional customers, or clients, then advertising is a necessity.  Because you can't yell loud enough to let all of the region hear why they should do business with you, you need to select an advertising platform (radio, television, print, etc…).
  • When you advertise you are buying an audience.  WMRC is the only radio station serving over 250,000 people, in the fastest growing market in the state.


   2. Is radio right for me?

  • If people who listen to radio do business with you, 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
    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, and all in the house.  Radio's mobility, intrusiveness and targetability makes it a cost-effective marketing platform for nearly any type of business.


   3. How do I get started?

  • Research our Web site to answer your basic questions.  Then, contact us so we can perform a custom marketing analysis for you (you can do this on-line or meet personally with one of our account managers).  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.


   4. How much does advertising cost?

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


   5. What are the most frequent mistakes advertisers make?

  1. Not filling up one cup before moving to the next.  Many business owners think they need to do a little 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 all the customers they need by simply attacking and owning a radio stations audience.
  2. 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.

 

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

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

 

   7. 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 position over and over is most beneficial. When any of our 250,000 listeners need your product, our goal is to have your business in their top-of-mind recall.


   8. How long does it take for advertising to begin working?

  • This depends on what you are 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


   9. 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 position over and over is most beneficial. When any of our 250,000 listeners need your product, our goal is to position your business in their top of mind recall.


   10. Who makes my commercial?

  • We can produce your commercial, or we can suggest an outside production house.
  • Production is free for all 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. Spending the time required to develop the right message to serve the client's needs.
  • 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.
    • Spending the time required to develop the right message to serve the client's needs.
    • Crafting creative ads that will make an impression in the mind of the listener.
    • Employing the highest quality voice talent and producers to turn words on paper into magic!
  • Our company is very aware that better tools make a better product. WMRC - First Class Radio 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 that we can give them, and it shows in our work.


   11. 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 position?" 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 your unfair share of the market's dollars from your competition. A completed marketing analysis can help us fine-tune your message to the right audience.


   12. How much is commercial production?

  • At WMRC Radio, 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.


   13. 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 you say times how many times you say it is the only thing that works in advertising.


   14. What is your mission statement?

  • To provide local advertisers the best opportunity for marketing success by targeting their business to our radio station audience most likely to purchase their product or service.

 

   15. 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 day or two each week, that really may help you grow to the next level.  Contact us or fill out a marketing analysis online so we can suggest a plan of attack...

 

   16. Do you have sponsorship opportunities?


   17. 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.


   18. 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 position will keep you in the consumers mind when the day comes they need your services.


   19. 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.


   20. What about television and cable advertising?

  • 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. Effective television advertising can get costly.
  • Imagery Transfer:  If you have 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


   21. What about newspaper advertising?

  • We're not crazy about it and rarely use it ourselves.  Some advertisers use newspaper 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.  Newspaper can't target your customers so there's too much wasted marketing dollars.  Plus, you never know where your ad will be placed or whose ad you'll be next to.


   22. 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 unique selling position(s) prior to ever going to the yellow pages, giving you the best shot to receive their phone call.               *TOMA Research

   23. 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.


   24. What about other radio stations?

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


   25. 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 and we would be happy to provide any contact information you may need.


    26. 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.  We will have one produced, if you become a custom marketing plan advertiser, and we'll rebate your investment in bonus radio ads.


   27. What's a positioning statement?

  • All major companies use positioning statements.  It's a necessity.  Our marketing department uses "First Class Radio."  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 position.


   28. 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 position(s) with clarity, creativity and consistency is at the heart of image advertising.


   29. What is branding?

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


   30. 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 have 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 top-of-mind-awareness and that's how to fight through a consumers buying cycle.


   31. Should I do a remote?

  • Remotes are great for grabbing attention for a major event or sale.  Our radio station provides 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.


   32. What is your coverage area?


   33. 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 and we'll provide you the number of ads needed to achieve exceptional reach and frequency.


   34. How and who do I contact for more advertising information?

  • Start with our President, Tom McAuliffe II.  Tom has worked with hundreds of radio advertisers on WMRC.  He will ask a few questions and put you in contact with an account manager best suited to meet your expectations.  Call 508-473-1490 or email firstclass@wmrcradio.com.
   35. What's a "Custom Marketing Analysis?"

§         This is the worksheet used to discover your needs and find out if we can help you achieve your marketing goals.  An account manager can meet with you one-on-one for a free, no obligation marketing analysis.  Or you can fill one out here, submit it and we can provide you with a specific marketing plan of attack.

   36. What's a "Custom Marketing Plan?"

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


   37. Tell me about WMRC - First Class Radio.

§         Click here for our on-line brochures.


   38. Tell me about your programs?


   39. What's a radio demographic?

§         It's a group or cell of the population who listens to our station.  Our goal is to match your targeted demographic (target prospects/customers) with the similar segment of our audience.


   40. What are your payment terms/credit policies?

§         We accept cash, check and all major credit cards.  We are also pleased to extend net 15-day payment terms with approved credit. 


   41. 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.


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

§         Because we go through a regimented process including a marketing analysis, custom marketing plan and creative demo commercial.   This process puts all the odds for success in your favor.  Our account managers 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.


   43. What is the procedure if I want to meet with one of your account managers?

  • Start with our President, Tom McAuliffe II.  Tom has worked with hundreds of advertisers on WMRC.  He can ask a few questions and put you in contact with an account manager best suited to meet your expectations.  Call 508-473-1490 or email firstclass@wmrcradio.com.


   44. 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.


   45. Do you have any success stories?

  • We do.  Click here to see our advertisers and what many of them are saying.


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

§         First, complete a custom marketing analysis or meet with one of our account managers.  We can then suggest if you should buy the occasional special promotion, or if you can afford to invest in a small TOMA (top-of-mind awareness) marketing plan.

 

   47. 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 – 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.


   48. Should I advertise during nights and weekends?

§         It's not cost effective to “anchor” your commercials in drive time only.  When our clients buy "TAP" (Total Audience Plan), their commercials run equally in all dayparts; including drive times.  

§         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 the region 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.


   49. Is there a charge for an account manager to meet me for a marketing analysis?

§  Never.


   50. What is a "Unique Selling Position"?

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