Business Marketing Advice

Marketing a Radio Communication Systems and Services Business

The key to success in marketing a radio communication systems and services business is to combine time-tested marketing techniques with the most cutting edge strategies in today's marketplace.

In a radio communication systems and services business, a great business model doesn't guarantee solid revenues.

It's not hard to convince most business owners that marketing plays a vital role in strategic planning. But in a zero-sum economy, there are winners and losers -- and here are some of the things that will help keep your radio communication systems and services business ahead of the competition.

When It's Time to Rebrand

There are many reasons why it might be time to begin a rebranding initiative - but a lack of alternative tactics is not one of them. Rebranding is an intentional marketing technique designed to deliver long term results. In a radio communication systems and services business, owners are often inspired to rebrand after analysis has demonstrated that the current brand is losing its impact in the marketplace. Unless you are confident that you possess the skills necessary to rebrand your business, we advise consulting with a professional marketing firm before you introduce a new brand to your customers.

Broadcast Advertising

Broadcast advertising has clearly taken some hits over the past couple of decades. The number of consumers who tune-in to local TV and radio has plummeted, and the industry has struggled to regain its footing. However, it would be a mistake to discount broadcast advertising entirely. Many radio communication systems and services businesses continue to find ways to attract audiences to their brand through broadcast media. It's critical to understand the limits and opportunities available in today's broadcast advertising industry. One area in which marketers continue to have success is during drive times when large numbers of listeners still tune-in to local radio. When marketing radio communication systems and services businesses, local consumers may represent a sizeable portion of total revenues, making local radio and other broadcast media viable marketing channels -- but only to the extent that you match the station's audience to your customer base.

Cost Tracking

The economy is a constant concern for people who own a radio communication systems and services business. For direct mailing campaigns and other strategic initiatives, it's hard to argue with the ROI you receive from updated mailing lists provided by the industry's leading list vendors. Good mailing lists are money in the bank; they deliver leads, revenue and most importantly, new customers.

In addition to purchasing first-rate mailing lists, we advise our business partners to carefully track the costs and returns for each of their marketing channels. If a specific marketing channel fails to meet your expectations, consult with a professional marketing firm about how to make the channel more productive or eliminate it from your marketing mix.

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