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Old 16th July 2008, 09:37 AM   #1
bettennis2
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Default Is This A Good Advertisement?

Hi! I am a new member here I work for a small advertising firm in Illinois and am trying to put together a unique radio advertisement directed towards area high school athletes. The ad is for ORA which is a Sports Injury Clinic and this is what I have come up with so far:

Are you an injured high school athlete seeking medical help now? If so experience the ultimate convenience and quality care at the Saturday Sports Medical Clinic in Davenport! Every Saturday morning at 8AM a dedicated specialist is available to treat the area athletes. Visit us at the Saturday Sports Medical Clinic located at 3385 Dexter Court, Davenport, IA where we can help you feel better and get back on the playing field in no time!

-Justin

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Old 16th July 2008, 01:52 PM   #2
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Hello Justin,

I have never seen anyone post a radio ad here before, but what the heck.

Anyway, I was in radio for about a year (and hated every minute of it). Unlike other direct marketing mediums, it is near impossible to measure ROI.

However, for local small-town events it is probably a good way to go. It's not a good idea to give specific details in a radio ad (like your address) because most people simply don't listen that hard. I would put an easier reference like, "across the street from Wal-Mart" or , "right down the road from town hall"... something like that.

Good luck! Nick

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Old 24th July 2008, 11:16 PM   #3
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What are the chances of an injured athlete listening to your ad at the time of injury?

By the time the patient is injured a course of action has already been made by the time they get to the vehicle.

Why not target athletes with a promotion that will interest them through a joint venture partner (say a sports store) this will help you narrow down a specific target market and save you money in the meantime.

You can leverage the partnership and strengthen the message combining it with local sports coverage. Add in a website component (many radio stations can set you up, but it's usually much simpler and more containable if you do it on your own or hire your own marketing consultant to deal with the details - the reason being that most stations do not have an internet expert on staff)

Anyway the point of all this is to build your list and make sure you do a complete follow up campaign through mail and email.

Send each lead a package that contains a useable (but preferably not consumable) premium with your branding message (keychains, game schedule calendars, pre-wrap -- things that will make an impression and help you reach top of mind awareness in your target market so they remember you when they need you.

You have to consider how many kids play sports vs. how many will get an injury over the season though. It may take a while for your campaign to take hold if you don't plan carefully and keep your costs under control.

Of course, partnering with a charity as well as the sports store will further reduce your advertising costs (charity rates on most radio stations is quite generous) plus you've now built in PR opportunities.

For more specific ideas on how you can maximize your marketing with this campaign, feel free to PM me.

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Old 25th July 2008, 09:23 AM   #4
Tom Young
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My guess is that your ad is meant for athletes who have been sidelined or benched because of an injury and are aching to get back in the game. I had a little spare time this morning and played with your wording and came up with this:

At the Saturday Sports Medical Clinic we know that as an injured high school athlete that you want to get back in the game as soon as possible. Eligibility will not wait forever.

We can help.

Every Saturday morning at 8AM a team of dedicated specialists is available to treat area athletes at the Saturday Sports Medical Clinic next to Pizza Hut on Grand Avenue in Davenport (or wherever you are).

Its your move.

Make your game plan include a visit to the Saturday Sports Medical Clinic and our team of specialists will help you get back in the game.

See you this Saturday at the Saturday Sports Medical Clinic.

Tom


Last edited by Tom Young; 25th July 2008 at 09:27 AM.
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Old 15th August 2008, 12:07 AM   #5
H2008
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Instead of saying the address , you may want to say their website address (if they have one) It's easy to remember a simple website address

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Old 16th September 2009, 02:48 AM   #6
ShopZipCode
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You might wanna add telephone number?? Just a suggestion

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