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TOPIC: Radio Advertising?

Radio Advertising? 01 May 2009 01:10 #1

  • ollieolson
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Was brainstorming tonight of ways to get my name out there a little more, and the thought hit me of radio advertising. Don't know if anyone on here has done it, but it could maybe be a good thing. The trick is to advertise yourself without being disrespectful to other local farriers.
Any thoughts?
Luke Olson

Trust in God, but hobble your horse.
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RE:Radio Advertising? 01 May 2009 01:13 #2

  • Gary Hill
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Really doubt that it would be cost effective? One thing I have found out over the years is that Horsemen and that includes both male/females, know how to find good Farriers. If you are looking for just backyard types well that might be another story? Seek out Horsemen and other established Farriers. Pay your dues and sponge up all info shared with you. Good Luck!
"As I see it, winners get the money - while losers talk of "individual goals" and similar stuff." Tom Stovall
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RE:Radio Advertising? 01 May 2009 14:10 #3

  • Joey Aczon
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Unless you have the cash to pay for a WWII allied style carpet bombing of an advertizing campain, radio usually has a low return on advertizing.

You're better off with something in the paper.
Joey Aczon

Over-specialize and breed in weakness... It's slow death. :cool:

"I never make the mistake of arguing with people for whose opinions I have no respect." — Gibbon
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RE:Radio Advertising? 01 May 2009 16:24 #4

I would go for it.
If you have some extra cash anyways ???
Produce a good compelling ad and run it, with out shame.
I'd go with a deep voice, or your own.
some real boom music.

You will get calls, some backyarders,
some higher end may try you out, just because,
who can tell.
Bradley SaintJohn

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RE:Radio Advertising? 02 May 2009 00:51 #5

I have only put an ad in the newspaper once about 15 years ago, against the advice of the guy I apprenticed with. The calls I received were from what I call Farrier Jumpers. They jump for a few different reasons:

Haven't paid last Farrier
They have a nasty puke of a horse that would rather kill you then let you trim him
They want it done for the price of the local Amish guy but don't want to have to drive the horse to the Amish
They know better how to shoe their horse than any professional Farrier ever could

I would NEVER advertise again!!!

The best clients I have got came from referals from other clients, farrier and vets.

Jonathan Wilson
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RE:Radio Advertising? 02 May 2009 05:14 #6

  • Bill Adams
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I did it sixteen years ago spent ten times more than I made off the add.

A rightous man regardeth the life of his beast. Proverbs 12:10
I don't give a damn for a man who can only spell a word one way. Mark Twain
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RE:Radio Advertising? 02 May 2009 15:17 #7

  • Rick Talbert
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ollieolson wrote:
Was brainstorming tonight of ways to get my name out there a little more, and the thought hit me of radio advertising. Don't know if anyone on here has done it, but it could maybe be a good thing. The trick is to advertise yourself without being disrespectful to other local farriers.
Any thoughts?

I would advise you against it, IMO. Its not disrespectful to other local farriers. But, I know if someone did that in my area it would come off like they were a little desperate. If your just getting started with your business, you may be better off to find the top guy in your area and spend some time with him. Help him, listen to him, work for him some, work in the fire with him some too, and he'll start sending you clients.
Rick Talbert
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RE:Radio Advertising? 02 May 2009 23:59 #8

  • ollieolson
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It's a little hard right now trying to work with someone as I'm working full time as well as shoeing, but I've had the opportunity to work with some guys in the past and they have sent me some good customers in the past.
I get the itch to try and figure out a way to shortcut to the front of the line and start making the money, but I'm beginning to see that the best way in th long run is to pay your dues and earn your respect instead of buy it. It may be a little slower, but it will last you longer too.
Thanks everyone for the input!
Luke Olson

Trust in God, but hobble your horse.
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RE:Radio Advertising? 04 May 2009 04:16 #9

I agree with Rick, I too think it would look a little too desperate to go radio. You might be better advertising in a local paper (I think someone suggested that too). I didn't read all the post so I appologize if I am quoting someone else but what I would do is this:

* Have some nice business cards done up with an actual photo of you or your work so the client feels like they know you before you get there because they have seen a picture of you or your work.

* I would put those business cards at local feed stores.

* I would go by large animal vets and leave cards there and make friends with the receptionists at the desk because they are the ones who answer the phones and can refer people to you if they like you.

* I moved to where I am 1 1/2 years ago and I advertised on www.craigslist.com. You get some clients that have bad horses that you probably won't go back to, but on the other hand, I have gotten a lot of really good clients off of there. And best of all... it's free.
Cody Gilreath, CF
www.certifiedtexasfarrier.com
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RE:Radio Advertising? 04 May 2009 11:29 #10

  • ThomasRideandDrive
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I'll let you know some of my business experience and which applies no matter what business you're in:

With any advertising or marketing campaign you've got to be absolutely certain that you're going to be seen or heard by your market base.

I often get random phone calls from a range of media looking to sell me special offers on value advertising. For instance I had a local newspaper group tell me that they can do me a half page special for £70 (once I moaned at their initial price!). But it would be a waste of money even if it was £10. Its the wrong social group, wrong location and not my market at all.

So I don't bother with general stuff. I only advertise in equine specialist journals such as Horse and Hound, Carriage Driving and Harness Horse Magazines, (latter 2 subscription only - but world wide circulation - so oh boy do I know that's my committed market group!) I also do British Horse Society, British Driving Society and Horse Driving Trials Association Yearbooks, BDS and HDT member only Newsletters. Carriage Driving magazine is a quarterly publication and an ad costs me just under £200 but I know as in it's a dead cert that it goes right to my market. No one (BUT NO ONE) picks up and reads it unless they're interested (really interested) in light harness horses. I also have the advantage of getting the opportunity to have feature articles in there too.

You also have to be persuaded that the cost of the advert will bring in more customers and that you've got good return on the capital employed. There's no point at all spending money and time on an advert if it doesn't bring you in sufficient business to more than cover the cost.

You also need to know that for some goods and services a single advert doesn't really do anything at all. It's about getting known and seen and establishing your brand or name in the market. People are often reluctant to go to someone that has just "randomly appeared". Particularly for professional services, they want to know the person has an established reputation and has been around for some time.

I'm personally not understanding where "being disrepectful to other farriers" even comes into the equation. I'm not sure what you're intending but if you're even thinking of an advertising strategy based on such as "I'm better than .... so and so....." then don't even go there. Negative campaigns don't work and will bring you trouble not additional business. Likewise selling your services on cost cutting alone is IMO a short term strategy and not likely to sustain a good and viable business long term and is not likely to bring you 'good' customers. I always prefer customers who want a fantastic service rather than ones who are looking to just hop to where it's cheapest. The latter just hop off because they're buying purely based on price or else because they're fretting about price sensitivity they're the ones likely to stop having the service say 5 weekly and extend to 7 weekly (if you're lucky) if the economic conditions change.

Likewise a radio advert seems a little random to me - or do you have some sort of "horse owners special channel" or a key programme on horses that you were thinking of getting on?

If not, then don't bother. Again I've had casual mention on Borders Radio when there's something about what you can do in the area. I've not paid for it though. Just as well because it's not brought me in anything!

However I've been on TV programmes that are very niche market e.g. "Country File", "Rural Out and about", "Clarissa and the Countryman", "Rural World" and done specific features and have had associated free teletext or ceefax advertising and they've brought me a lot of business in.

So again a lesson in ensuring you only do what your target market it going to want to see and hear.

What you need to do is to be clear about your marketing strategy. You might want to do several things:

Get Known:
Run open days or clinics for folks to see what you do
Work with and get to know equine vets or horse trainers or owners of large barns to spread your reputation
Enter such as farrier competitions at local shows etc
Network with other farriers who may well have work coming out of their ears and might be happy to pass stuff on
Go to such as conferences
If you have the skills write articles or features for equine magazines etc
Ensure you're qualified and on your professional bodies listings
Work at competition venues as the "resident attendee farrier"

Advertise
Identify where your market is and only advertise there.
So if you've a local paper with a horse sales or horse events feature take a little advert there
Farm and feed merchants feed stores. Get a poster up there with your contact details
Get your logo and contact details on your truck and ensure it's seen out and about at equestrian events.
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