Franklin Swann - COO
As Tom Selleck would say: This isn't my first rodeo.
Others would say I've been around the barn
at least a few times.
The truth is, if it's business and it has to do with a product, a buyer and a seller, I've likely seen it or done it or both.
So it should come as no surprise that over the years I've worked with individuals and businesses of all sizes in sales, leadership, product launches, upstarts, and general business consultation. I have developed, taught and coached sales teams. I have taken back of napkin concepts to market ready products. I've created opportunity and wealth where others could not or had not. I helped anyone who sought coaching, instruction or strategies related to achieving target sales.
Recently, I became the COO of the Virginia Talk Radio Network. The Virginia Talk Radio Network (VTRN) operates radio stations over 11 different frequencies.
Our radio signals cover a huge area from Roanoke in the west to Danville in the south to Appomattox in the east to Amherst County in the north. Within this area are Danville, South Boston, Gretna, Altavista, Brookneal, Rustburg, Appomattox, Lynchburg, Madison Heights, Amherst, Big Island, Peaks of Otter, Bedford, Thaxton, Salem, Vinton, Hollins, and Roanoke.
Our stations include; 103.9 REWIND which plays classic music covering the 70's, 80's and 90's, 100.9 Lynchburg's Talk Radio Station, 99.5 Roanoke-Salem's Talk Radio Station, WBLT Sports Radio in Bedford, VA, CBS Sports Network and numerous other frequencies.
WHERE WE ARE TODAY
During 2020 and 2021 COVID19 has had a negative effect on many business channels, and radio/tv broadcasting was no exception. We exist to promote businesses and when businesses are financially strapped we may not be the first or second choice for corporate spending.
However ... the good news is things appear to be stabilizing economically. Retail sales in many channels are showing promise, and many smart businesses are seeing today as the perfect time to grab market share at a fraction of the cost it would have taken three years ago.
Radio is the ideal solution for your business because it's sitting comfortably among the lowest cost per thousand impression advertising channels.
Auto dealers, Attorneys, Restaurants, Events and Attractions, Realtors, Specialized Health Providers, Mortgage Originators, Bankers, and most every small business. Build your traffic now, grab your share of the market. Secure your piece of the pie.
In the advertising world, cost per ad impression is referred to as CPM. CPM is cost per mille (thousand) impressions.
An Impression is generated and counted when the advertising is seen or heard. The CPM measure does not reflect whether an advertisement has been physically clicked on or acted upon, but in terms of its overall messaging impact, it the best measure we have.
Example 1: You are buying advertising in a newspaper. You want to promote a sale you are running. The CPM for newspaper advertising, on average, is $45.82 per one thousand impressions of your advertising.
Example 2: You've decided to create a radio advertisement. You want to promote a sale you are running. The CPM for billboard advertising, on average, is $6.75 per one thousand impressions of your advertising.
Example 3: You've decided to create a billboard advertisement. You want to promote a sale you are running. The CPM for billboard advertising, on average, ranges from $4.50 to $10.82 based on billboard location per one thousand impressions of your advertising.
Example 4: You've decided to create a television advertisement. You want to promote a sale you are running. The CPM for billboard advertising, on average, is $20.00 per one thousand impressions of your advertising.
The lesson here is, based on the best methods of message impact determination, radio is the superior value for your advertising message.