If radio advertising worked, then the first contractor who ever tried it would still be doing it. I listen to sports talk radio, and once a month I will hear a few ads from some poor contractor who was convinced by some radio rep that THIER channel was different. That somehow the people who listen to their channel actually bought home improvements.
Well, I will tell you what, I have listened to the same 2 channels here in Philly for 15 years and while they are great stations to listen to, I wouldn’t put a dime into marketing on them. But don’t get me wrong, I wouldn’t put a dime into any radio spots. There is one caveat, all marketing works, I mean ALL marketing. It just depends on what you buy it for.
