In-Store Radio Is A Powerful Medium. 
Time has proven it has the ability to motivate a customer to either buy something they had no intention of buying or to ask about a product or service after hearing audible ‘prompts’ – whether they were aware of it or not!

As communicators, what we say is important – but HOW and WHERE we say it is even more so.

Most people still remember President Barack Obama saying:
“Can we do it? – Yes We Can!” or “That’s one small step for a man – one giant leap for mankind” as Neil Armstrong took that first tentative step on the moon back in 1969.

Throughout history there have been many memorable ‘quotes’ – but it’s not just the words that were uttered at the time. Think WHO spoke them… and in what circumstances. And just as important – WHERE were these words spoken and to WHOM.

Obama and Armstrong were basically speaking to the entire world!

Our World Is Your World
A ‘broadcaster’ is someone who talks to many people at once – usually via commercial radio or television. Audiences are measured in the (sometimes) tens of thousands of people.

These people are NOT in your storeor veterinary clinic waiting area at the point of sale when they hear your advertising messages (assuming you have done some radio advertising before) and of the many thousands of people listening, only a tiny percentage live near their favourite pet retailer or veterinary outlet, and an even smaller percentage of those will be motivated to respond to your ‘call to action’.

As in-store ‘narrowcasters’, our audience is a clearly targeted and defined ‘niche’.
Ok - our audiences are tiny in comparison. But they are AT THE VERY POINT OF SALE where more than 60% of all buying decisions are made!

In a single store or veterinary clinic there might be at any given time just one or two people or twenty to fifty depending on your store size.

In a chain of stores or veterinary clinics all offering much the same products and services it will be multiples of these numbers of course.

So the type of advertising presented to the listener in-store, who is now ‘a customer’ is vastly different to what you hear on commercial AM or FM radio or even television.

Traditional radio advertising needs to be able to ‘cut through’ to be heard. It often competes with loud music or other equally loud advertising.

There are some very clever radio ads on air at any given time – not all of which fall into the ‘loud’ category, but all in all the advertising was written and produced to be heard by ‘the masses’… even though ad agencies and clients say they are targeting a certain demographic – they are still ‘talking to’ a large group of people.

So the STYLE of presentation is quite different. And this is intentional – and it can work… on AM/FM radio.

But in-store radio as we’ve said is quite different, so even though the words might be similar to those used on other media, the STYLE of presentation of the message becomes the most important factor when communicating with your customers at the very point of sale.

Drop The Gush!
We’ve all heard the gushy or shouting voices extolling the virtues of this that and the other product…. We seem to accept it on our radios – it’s there every day, but imagine the same advertisement in your store?...

PetBiz Radio believes HOW you say something to a few people is now even more important than WHAT you say.

Asprofessional commercial radio copywriters/producers of many years we'd agree the actual words are still very important of course – especially the ‘call to action, but the way it’s presented in your store is our number one priority.

Write For The Right Demographic
Demographics and socio-economic groups do matter! - But while we don’t usually publicly distinguish between different ‘classes’ of people these days, knowing what general ‘type’ your customers are and then transferring that type to the messages you want them to hear can have a dramatic effect.

Saying to well heeled shoppers ‘we all want to save money right?’ may work for some people, but more than likely the ‘well heeled’ shopper is more interested in quality. Eg; ‘we have the very best money can buy and at the best prices anywhere’

Conversely – a retrenched, or unemployed shopper will probably be looking for a bargain. At the same time however we don’t want to make these shoppers feel even poorer by only offering ‘cheap’ or discounted’ or ‘special’ all the time.

We also try and steer clear of advertisements that try and ‘stereotype’ people.

The K.I.S.S principle is the easiest and most efficient way to do almost anything – Keep It Simple…. We’ve never been too sure what the last ‘S’ means – because we’ve always thought it meant ‘Selling’ – it would be stupid to think it meant anything else!