Effective Radio Advertising Tips

Dear Advertising Dr. I own a small cleaning business in up-state NY, the population of our area is around 700k. I've currently doing radio on the local "Top 40 station" (also the highest rated station in my area) with limited success. I've been running 15 second ads as weather and traffic sponsorships a few days a week. I'm not sure if its really working though. My business is not increasing, and my sales rep at the station doesn't seem to have any other suggestions (I'm now on my 3rd rep in 9 months). My budget is around 3k per month. What do I do to make this work, or should I just give up on radio advertising? The Advertising Doctor's Response: Thanks for writing in! You can find my complete response to this issue by pressing play on video box below. Some of the points I will cover to help you get back on track include: Know your audience (This is likely not the best station for you to be on, even if it is the highest rated) Understand what your potential customers need to hear in order to take action and WANT to use your services. Drop your local rep and use an agency for your media buying (You will likely save money and the expertice is going to be much greater than the never ending door or radio reps) Understand how frequently you need to be on the air in order to be "Top of mind" with your customer base through radio advertising.