Andrew Dickson is the chairman of Bolton FM. He attended the In Business in Bolton at the Bridge Conference Centre, which was organised by us at thebestof Bolton. In this, his latest blog, he talks about how advertising works for businesses.

Bolton FM and The Bolton News were the media sponsors of the In Business In Bolton Expo. The big sponsor at this event was Nigel Botterill, head of thebestof and several other million pound businesses. I recognised a lot of what he said, probably because it’s what I say a lot.

But some things I hadn’t heard of, maybe that’s because I’m not keeping up with technology. Nigel talked about pay per click advertising, call tracking numbers and registering your business on google places, all of which are more modern forms of marketing.

At Bolton FM we have to raise money from private sector advertising to make ends meet. Government cuts have affected our funding from Bolton Council. Over 60 businesses had stands at the expo and many more came along as delegates, so it was a real chance for Bolton FM to sell some air time adverts to local companies.

I don’t know why we can’t sell more adverts. Perhaps companies think we don’t have the ability to reach local buyers. Society has gone past the support us as part of your corporate social responsibility, although it is as relevant as it’s always been. Bolton FM have an enticing proposition for companies, we reach into communities and the businesses who have advertised with us have seen tremendous results.

Radio advertising isn’t exclusive and it should be done with another form of marketing, such as with The Bolton News. This is called multi-channel marketing and the two together are far more powerful than one on their own.

Thebestof Bolton are campaigning hard at the moment for people to support local businesses and seek out those local companies that can give you a service or product that you need rather than going to a nationwide company.

Supporting the local economy is vital. I won an award from the Home Office for my Bolton Money Go Round, which promoted the idea that if we don’t support local businesses, then local shops and businesses will disappear from our high streets altogether, and I think the community will be worse off as a result.

Buy Local…Buy Bolton and if you fancy some radio advertising give me a shout at 96.5 Bolton FM on 01204 375408.