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October 31, 2017 at 9:00 AM

3 Frightening Marketing Horror Stories (and How to Avoid Them)

Halloween is a fun time of the year filled with costumes, candy, and creativity. It’s a good time for businesses to get in the spirit, and also to stop and think—is anything spooky going on with your marketing?

Marketing horror stories take place year-round, in businesses big and small. From content that sucks the blood out of customer loyalty to zombies managing your digital marketing efforts, here are three nightmare marketing scenarios, and how to avoid them.

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October 30, 2017 at 10:00 AM

3 Reasons Local, On-Air Personalities Are Important to Radio

Radio is considered by some to be the original social medium. By its very nature, radio is more social than TV, print, or streaming music services. Why? Because of on-air radio personalities—and the influence and trust they build with their listeners.

Radio hosts make connections and establish relationships with their audience—oftentimes in a one-on-one listening environment. Loyal listeners come to think of their favorite radio personalities as friends and trusted sources. In this post, we’ll discuss three reasons on-air personalities can have a positive impact on your marketing.

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October 27, 2017 at 11:00 AM

What is Time Spent Listening and Why Does it Matter?

We’ve established that radio is a heavy hitter when it comes to mass reach. But with radio advertising, another important number to pay attention to is time spent listening (TSL). That’s the amount of time a surveyed demographic spends listening to a particular type of audio—for example, AM/FM radio in general or a particular station—before turning it off, and it represents a deeper dive into reach.

Time Spent Listening by the Numbers

Nationally, AM/FM radio, and FM in particular, is the leader in TSL, with digital listening trailing close behind:

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October 25, 2017 at 9:00 AM

Why Your Radio Ads Should Never Be Bumped

Has this ever happened to you? You’ve found the perfect radio station, crafted your creative strategy, produced your radio commercials, agreed on a schedule, and paid for your ad time. Then your ad gets bumped because another advertiser wanted that time slot and was willing to pay more for it.

Not only is this bad for your marketing plan, but it could be a red flag about the radio partner you’re using.

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October 24, 2017 at 9:30 AM

5 Ingredients for Restaurant Marketing ROI

No matter the cuisine or customer that your business serves, as the owner of a restaurant or bar, you’re always on the lookout for ways to get (and keep) more people in the seats. Running a successful business isn’t just about combining good food and drinks with a pleasant atmosphere. You need to thoughtfully allocate your marketing budget and ensure you’re tapping the right opportunities that will lead to a solid return on investment.

While you might be dipping your toe in the social media waters or considering adding radio advertising to your marketing mix, how do you know what will be most effective?

The exact recipe for marketing ROI depends on your particular business, but here are five proven ingredients to include in your restaurant marketing.

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October 19, 2017 at 10:00 AM

What's the Impact on Sales? 5 Marketing KPIs to Track

At it’s core, the point of your marketing is most likely to drive sales. Yes, achieving that fundamental goal involves setting other goals around reaching your audience, influencing their research decisions, changing their perceptions and so on. But in the end, your advertising should translate into sales in clear, measurable ways.

There are many metrics that can be tracked to determine the success of a particular tactic or channel to various degrees, but we’ve collected five marketing KPIs that can help reveal the impact your marketing has on sales and growth.

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October 17, 2017 at 9:00 AM

How to Plan Now for Better Marketing in 2018

We’re well into Fall, which means it’s time to start your 2018 marketing planning. This may seem early but the truth is, no strategy should be done on the fly or at the last minute.

For many businesses, the end of the year is predictably a busy period—with holidays and vacations, end-of-year bookkeeping, budgeting, and other responsibilities to manage. It’s all too easy to let your marketing plan get pushed to the side. But doing so is a mistake, since your plan should guide you into a strong start to the year—not another month of playing catch-up.

We’ve put together four important steps to start taking now to develop your 2018 marketing plan.

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October 12, 2017 at 11:00 AM

4 Ways Audience Insights Can Empower Auto Dealerships

Today’s automotive consumers can shop and compare options with a few taps on a screen. And since they’re spending more time researching online (specifically on their phones) than at the dealership, reaching them requires showing up in their searches, having brand awareness in your market, and standing out from a sea of competitors.

With the sheer amount of data at their fingertips, your marketing needs to be based on a clear understanding of your target audience. Today's post examines ways that you can use target audience insights to improve your automotive marketing.

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October 10, 2017 at 9:00 AM

5 Reasons Radio Really Does Work for Small Businesses

Wondering if radio can be effective for your small business? The answer is yes, it can. It’s working every day for businesses like yours, making a huge impact by building brand awareness and attracting new customers.

We’ve covered this topic before, but if you still need convincing, here are five more reasons to consider radio advertising for your small business.

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October 9, 2017 at 9:00 AM

Defining Marketing ROI in Healthcare

There are many reasons why healthcare marketing is different than other industries, which makes calculating marketing ROI uniquely challenging.

For one thing, an ad for a particular provider, facility, or treatment may not result in immediate action by a consumer. Many who are exposed to healthcare marketing may not need the service at that moment, or maybe ever. Depending on your service line (e.g., cardio versus obstetrics), the time frame where you can attribute revenue to your marketing can vary dramatically.

So, how do you know how well your healthcare marketing is working? On the surface, the calculation for ROI is pretty straightforward:

(Net Revenue - Marketing Spend) / Marketing Spend = Marketing ROI

Because of the industry complexities mentioned above, there’s not an exact formula for healthcare marketing ROI. However, the businesses that commit to an approach and stay vigorous about tracking their definition of ROI are more likely to allocate resources better and build more effective budgets.

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