5 Major Advertising Mistakes…

Radio advertising is a great way to attract the attention of a targeted local customer base. When radio advertising campaigns follow some simple rules they are more effective. Many radio ads are ineffective because they simply do not give a compelling reason for the customer to contact the business. Here are five guidelines to follow in order to avoid the most common mistakes made in radio advertising.

1. Do Not Use Complicated Contact Information

Since most radio listeners will be driving in a car, or at work, it is unrealistic to expect them to write down a telephone number. Using a telephone number that is difficult to remember is a waste of valuable radio advertising words. Repeating a difficult to remember telephone number multiple times does not help.

If one feels compelled to use phone numbers, the best way is to make them part of a jingle and use a phone number that is really easy to remember, such as a tune that sings 1-800-Plumber. Most ads do better without using telephone numbers, because the goal is to get customer to come to the business, not to call the business.

Street address numbers are also ineffective when they are difficult to remember. Better to say, “We have hot freshly baked bagels waiting for you at Joe’s bakery on the downtown corner of First and Main,” than to say “Come to 12539 Suite #2345A Main Street.”
Websites that are not easy to spell correctly from hearing it are not good to use. This will only frustrate the customer when they misspell the website and then cannot find it.

2. Not Enough Frequency of Ads

It is estimated that in order to create a response, a person needs to hear a radio ad somewhere between six to ten times. Unless the ads run frequently and for a long enough period, the advertising money is wasted because the response is too low. Most radio advertising campaigns that are effective last for at least a minimum of 18 weeks.

3. Wrong Airtime and Incorrect Budget

Typically, radio stations charge a premium for prime time, which is also called “drive time” advertisements. Radio campaigns may be more effective with greater exposure during non-prime time periods. Estimates are that about 80% of those listeners that would hear a radio ad during prime time will be listening at other times as well. The cost of non-prime time ads is up to 80% less than prime time ads.
The key is to have enough budget, runs the ads frequently, and advertise for extended periods to generate the most cost-efficient responses.

4. Overuse of Clichés and Meaningless Discounts

Customers have been bombarded by advertisers using the same old worn-out clichés, such as “The Lowest Prices in Town,” “Friendly Professional Help,” or “Everything is on Sale.” There are many of these clichés and they simply do not work at all. A better idea is to figure out why a customer has a compelling special reason to visit the business.

Special does not mean discounts, or asking the customer to do something extra, like “Mention this radio ad and get 5% off.” Discounts, especially small ones, tend to cheapen the value of the offering. Better to say, “Enjoy a free cup of our delicious freshly-brewed coffee with every bagel purchase,” than to say “10% off all bagels.”

5. Choosing the Wrong Radio Station

The idea is to saturate the local market with a radio advertising campaign where customers will hear the advertisements, not to run ads on a favorite radio station of the business owners. Check the radio stations demographics to make sure it contains potential customers for the business and consider running advertisements on more than one radio station to capture different audience segments.

By following these simple rules and avoiding the most common mistakes, radio advertising can be an effective part of local marketing efforts.

Small businesses don’t ‘like’ the new Facebook

Facebook, which changed the way the world shares memories and keeps in touch with friends and family, wasn’t originally a marketing tool for businesses. However, businesses quickly figured out that they could also promote their sales events and publish PR news to “engage” with customers and increase sales. The key was to attract as many “likes” as possible to build a network of followers to market to on Facebook.

These free promotional announcements via social media were often the best advertising tool available to small businesses, but Facebook recently changed the game. In January, Facebook began filtering out unpaid sales and promotional posts on business news feeds.

As a result, the only way for a business to reach its network of likes is to buy ads on the social network. Facebook said the change is based on customer feedback, as surveys indicated users were tired of seeing their news feeds splattered with posts pushing a product or service, an app or contest. Now, the news feeds will include only the relevant posts they desire, interrupted by just a few ads that are geo- and behavioral-targeted.

This is a huge blow to businesses, which have spent years building their followers on Facebook; it’s as if the social network deleted their database … whoosh, out with the recycle bin. Facebook finally adopted the publishing model of the old school media: If you want to publicize your business, you have to pay.

Now to be fair, Facebook’s advertising features have some advantages offering effective options for businesses to reach potential customers. But that dream of going viral with a cool post, is just a dream now, as a business will have to pay to promote the announcement or boost it.

Now What?

Small business owners and restaurateurs will have to quickly re-evaluate their marketing plans for 2015. It’s important to continue posting news on Facebook, using it as a customer service tool to communicate directly with customers and upload a menu (a new feature).

The most important marketing investment should be on the company website, ensuring it’s optimized for search engines. Managing customer reviews is also critical to make sure customers are sharing their positive experiences, while minimizing damage from negative feedback.

Buying keywords on Google, Yahoo and Bing should also be a priority to capture potential customers who are in the market for a product or service. As far online advertising, the click-through rate for Facebook posts aren’t that much better than a targeted banner ad campaign. Don’t just throw around ad dollars; be strategic: measure, evaluate and constantly re-evaluate every ad you buy to maximize the return.

Feb. 13, 2015 | by Ed Zimmerman

2014 Abby Awards

abby-awards-2014Bluewater Broadcasting, LLC a locally owned and operated radio group based in Montgomery, Alabama is proud to be the recipient of two 2014 Abby Awards from the Alabama’s Broadcasters Association; recognizing the best in Alabama Broadcasting.


  • 98.9 WBAM’S morning show host John Garrett won the prestigious “Best In Broadcasting” award for a medium market for the “Bama Country Morning Show with John Garrett”. Garrett has been part of the River Region radio landscape since 1992. John helped sign on WBAM as Bama Country in March of 2004 and returned to host morning drive in 2011.
  • Montgomery’s Alternative Rock Station, 104.9 The Gump picked up the Alabama Broadcasters Association award for “Best Medium Market Website”. At 1049thegump.com, listeners can find out “What’s up in the Gump” and hear the latest Alternative Rock music.

Pictured: Greg Budell (left), morning host of News Talk 93.1 – WACV and John Garrett (right), morning host of Bama Country 98.9 – WBAM.

For more information, contact:

Jodi Stewart
Promotions Manager
4101 A Wall Street
Montgomery, AL 36106

Bluewater Broadcasting announces dial changes

News Talk 107.9 moves down the dial to 93.1

August 31, 2012 – As of 6:00 PM last night, August 30, News Talk 107.9 listeners found their information station newly relocated to 93.1. This new radio station at 93.1 is licensed to Coosada, AL, owned by Liberty Acquisitions 825 and is being leased by Bluewater as the new home of News Talk for the river region.
Managing partner for Bluewater Broadcasting, Rick Peters commented, “We have enjoyed our relationship with Alexander Broadcasting and they have great plans for 107.9. This new frequency on 93.1 will better serve the downtown area as well as Elmore and Autauga counties.” Peters further states, “There will be no change to the programming whatsoever. All the talk hosts listeners have come to expect from NewsTalk 107.9, Greg Budell, Susan Woody, Dan Morris, Laura Ingraham and Neal Bootz will still be heard… now on 93.1 and www.newstalk931.com.”


For more information, please contact April Taylor 334-244-0961 or ataylor@bluewaterbroadcasting.com.

Recent changes at Bluewater: Official Statement

Bluewater Broadcasting, LLC made the following changes today- Operations Manager/ WBAM Program director Mike Alan exits- as does Mario Hendrix, digital content manager.Web Portal Buzz Montgomery has ceased operations and Dan Morris has been replaced as host of Viewpoint on WMRK.

Rick Peters will assume programming responsibilities for WBAM. Dr. Sam Faulk will shift from nights to middays on WBAM. Greg Budell will continue working his existing air shifts on WMRK and WQKS, but will be the temporary host of Viewpoint.

General Manager, Terry Barber comments, “this is a very difficult, somber day at Bluewater Broadcasting. Given the economic and political environment that exists, we feel that we must position our company to withstand continued challenging times. The individuals leaving today are solid broadcasters who will be missed.We continue to add new products and innovative ways for businesses to market to our listeners. This now becomes the responsibility of our management and sales team to monetize these products.”

WBAM Welcomes John Garrett to the Morning Show

Montgomery, AL, February, 2011

Bluewater Broadcasting, LLC is happy to announce the addition of John Garrett to the Bama Country Morning Show. John Garrett was the original morning show host when Bama Country signed on the air in 2004.

Bluewater Broadcasting Operations Manager, Mike Alan, says “I welcome John Garrett back to the morning time slot. He has been hosting the Legends Lunch on Bama Country for over a year and is well known in Montgomery.”

Changes in the programming line-up are as follows:

5:30a-10a The Bama Country Morning Show with John Garrett

10a-2p Middays with Mike Alan

2p-6p Bubba on Afternoons

Bama Country 98.9 WBAM is known for local shows “Legends Saturday Night” with Bubba as well as “The Legends Lunch” weekdays from 12-1p, Lia weeknights from 7-12p, “Rise Up Country” Sundays from 6-8a, Bob Kingsley 8-12p, and Kix Brooks Sunday 6-10p. Bama Country 98.9 WBAM is owned by Bluewater Broadcasting.


Bluewater brings Alternative back to Montgomery

Gone are the days of hearing artists like The Platters, The Temptations, Jan and Dean, Beach Boys or Tommy James and the Shondells; instead you’ll hear artists like: Pearl Jam, Green Day, Weezer, Nirvana, Smashing Pumpkins, Foo Fighters, and Alice in Chains.

The name has sparked national attention in the radio industry. With all of them wondering why a radio station would name themselves after Forrest Gump. When In-fact, “The Gump” isn’t named after a fictional character played by Tom Hanks at all, but rather, what rapper Deuce Komradz nicknamed the City of Montgomery – a nickname that has caught on over the years with locals.

When asked why the station was flipped from Oldies to Modern Rock, station owner Rick Peters said, “Listening to it in real time makes me realize how OLD all the other rock stations – including my own – sound to real New Rock partisans.  Frankly, for an “old guy”, I find the music a refreshing change from another Pink Floyd or Beatles song. If Radio is losing a whole generation (or two) of listeners to new media such as iPods and Pandora – it’s our own fault.  Gotta give it at least one last try before we decay into a 45+ medium.”

When asked about having to check with a board of directors before the flip Peters responded, “I have the best job in radio. I feel blessed to not have to ask permission or justification for trying something ‘out of the box’. We’re local folks helping local businesses. We’ll see if The Gump is embraced by the market.  It’s always been about shaking things up.”

Shaking things up indeed. You can hear The Gump on 104.9 FM and 1170 AM and on their website 1049thegump.com