The clock strikes 3:00 am as Jason puts the last stamps on the tiny pet food sample boxes he’s sending out to potential new organic dog food buyers. He is exhausted, but a feeling of excitement has him aroused as he trips over a puffy quilt and collapses.
You know you need to rest, but the thought of where your business is headed keeps your mind racing.
Jason is a small business owner who manufactures a boutique line of dog foods in his hometown of Missouri. It’s a mix that he has fed to his own bred dogs for years, and how he put it on the market for domestic consumption.
Being a small business owner, Jason didn’t have a huge budget for marketing and spreading his dog food. He knew that if the brand was going to grow, he would have to reach a national audience. That’s why he likes to advertise on satellite radio.
Jason had listened to various pet-related programs on satellite radio for years before venturing into business for himself. He had no idea what the costs of advertising on such programs would be. When he contacted a satellite radio advertising company, he was surprised to learn that on some shows, a commercial broadcast cost as little as $60.
Once he had an affordable air plan, Jason wanted to make an offer in his commercial that listeners couldn’t refuse, so we offered “free dog food.” A free sample of your dog food to anyone who calls or visits your website. Not knowing what the demand would be, he allocated some extra time on the weekends to prepare the orders. Jason was impressed when in the first week of the commercial airing he had a list of over 300 people who wanted to try the product.
Will all of them be regular customers? probably not, but a good percentage probably will be. Especially if Jason follows up and provides the customer service he is proud to represent and helps educate each new customer on the benefits of the product he is shipping.
Jason is a perfect example of a small to medium business owner who is working on a limited budget but needs to reach a national audience with a product or service. These are the kind of businesses that satellite radio advertising can be perfect for when paired with the right program while presenting a “can’t refuse” offer to the consumer.