Patience is the key to funeral and cemetery advertising

After spending almost 30 years in the radio sales industry, I have discovered that one of the key components to advertising success is patience. Over the years, many prospects have said to me ” let’s try it for a couple of weeks and see what happens “. At that point, it is important to have a discussion with the prospect about how advertising works. The perfect analogy would be trying to get into shape. You can’t join a gym, start working out and expect to be in great physical condition in a few short weeks. You have to make a long term commitment and continue to do the work necessary to achieve your objective. The same principles applies to advertising; it takes time to build a brand in a society which is bombarded with advertising at every turn. And in the funeral and cemetery profession, decisions are not made quickly due to the fact that there are many considerations which impact family and friends. So when planning your advertising strategy, make a long term plan which would be a 52 week radio schedule, a weekly newspaper insertion. If your budget is limited, run at least 26 weeks or 13 weeks in the spring and 13 weeks in he fall. Also, make certain that your frequency is solid. For example, I would rather have 25 commercials weekly on 3 radio stations that 10 – 15 weekly on 6 radio stations. Short term advertising is risky, long term advertising builds a brand. For more information, contact me via email at tim@ storefrontmedia.ca

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