Local Link

This page is for sharing the great ideas, campaigns, proposals, audio, commercials, sales tips and experiences of Connect member stations.

We know that out of our hundreds of member stations, thousands of proposals and campaigns, sales tips, ideas, commercials are being successfully run each week: here's where we'd like to hear about and share these stories and ideas with other stations, to work together to make the industry as strong as possible.

If you've run a campaign - for any kind of advertiser - that has worked, let us know.

If you've created a commercial that got a great response, let us know.

If you came up with a programing idea that sold locally and got results, let us know.

If you have a tip on managing sales teams, getting the best out of sellers or handling your sales manager - let us know.

The more we can share our ideas and resources, the better of we'll all be and the better prepared we'll be to survive and prosper through the next few quarters.

Submissions we receive will be posted up to this page. Users will also get a chance to leave comments as well. (For a full set of legal stuff about submitting your ideas / content, click here)

To submit any kind of content or idea, just click this link. Don't forget to:

a) include your name, your title and your station call-sign
b) include the script for any commercials you send us as a Word or text document if you have it.
c) include any information you think is relevant about your submission - who the client was, how you came by the idea, who was involved, what the results were; the more useful info the better.

Thanks,
The ARIA Team.


Finding the Niche in Dental Services

Advanced Dental Care opened in 2004 as a new practice. The Dentist had an established practice in another area of the state, and relocated to the area and started with no patient base. He does full service dentistry, but focuses his practice on sedation dentistry and dentures. He is the only certified sedation dentist the metro area. The clinic has made it convenient for patient scheduling; Monday and Tuesday they are open noon to 8:00pm, closed on Wednesdays, Thursday 9am to pm and Fridays 7am to 2pm. Patients can also go to their website and request an appointment on line and download all the forms prior to the appointment.

Since opening the practice in 2004 his marketing strategy was buying huge ads in the yellow pages and direct mail. He has also done an excellent job of making his website an educational tool for his patients or prospective patients. In today’s world a businesses website has really become their front door. More and more people will research health care providers before they actually make the appointment. So, the better the website the better the impression it makes.

In 2008 Advanced Dental Care started advertising on radio. We worked with him to create a custom jingle and built a strategic marketing plan for the year. We uncovered that the highest profit margin for his clinic was sedation dentistry followed by dentures. So instead of advertising the entire practice, we found the niche and focused all the radio advertising on those two areas. He rotates two ads, one focusing on dentures and the other on sedation.

He started in January of 2008 on the Lite Rock station and then added the am Talk Station in April. His schedule is simple, three :60 commercials each day that run between 5:30 and Midnight, seven days a week, over the course of the year.

Since beginning his radio campaign he has had the following results:

* 27 new patients from the Lite Rock station, resulting in $38,000 in total gross sales with an average customer worth of $1400.
* 20 new patients from the am Talk Station, resulting in $21,000 in total gross sales with an average customer worth of $1000.
* Since January of 2008 he has had a 1x return on his investment.

His ROI has been limited due to patient capacity of the practice. He doubled the square footage of his practice this year and is working on being able to increase throughput and the size of the practice even further. At one point it was taking several weeks to see a new patient. With the new space and additional staff, he will easily solve this problem.

His average customer worth from yellow pages is $700. As a result of this, he will be reducing his yellow page budget for 2010.

A pair of very nice commercials was produced for this campaign. You can hear the first one by clicking here, and the second by clicking here.