However, there are still millions of people out there who find this free resource invaluable. Don’t overlook these consumers, as radio is affordable and working for many agencies.
Here is a little cheat sheet on how to successfully advertise your business or product via radio.
Find High Frequency Ads
Running your commercial only once or twice a week isn’t enough. In order for listeners to really absorb your information, you need to run your ad multiple times a day on a local station. A commercial will have a better change at resonating with potential customers this way. Just be aware of the “nag” factor, as playing your commercial too much can possibly create a distance with customers.
2. Production is Crucial
Radio gives you the chance to be extra creative on a small budget as you are depending on the listeners imagination. Since production is simpler, all you need is good voice talent, music, an original, innovative script and sound effects. However, since your commercial isn’t relying on visuals, it is imperative to capture your audience with these tools, right away. Keep your copy clear and concise. And find good voice talent, with a strong radio presence. An experienced ad agency has access to good talent for less and can write and produce your spot so that it has the best chance of succeeding.
3. Know Your Target Audience
You need to know that your target audience is listening to your commercial. The best way to do this is to find radio stations in your market. Some simple investigation can help you figure out what kind of listeners are tuning in to these stations and if they could be potential customers for your service or product.
4. Timing is Everything
Radio ad rates are divided into four quarters, for the year. Generally speaking, ad rates are less expensive in the first and third quarters. Running your commercials during these time frames can be cheaper to advertise and potentially easier to negotiate rates with the station. By keeping in mind quarters or the time of year you are advertising in, you have the potential to be more creative with your approach. For example, by connecting your product with the time of year, or say, a holiday, you can establish a closer connection to your audience.
5. Find the Best Rates
Obviously, you want to get the most bang for your buck. Even though ad rates are always rising, there are bundle deals and remnant ad agencies that can help you stretch your dollar. Sometimes, the more ads you buy, the better.
Keep an open mind as well.
In the new age of media, it is important not to forget about ad-supported free versions of apps like Pandora and Spotify, as they do run local advertisements. Since these apps have access to your registration information, like zip code, gender and birth year, they are able to provide relevant advertisements to each listener.
I hope you found these tips helpful! For more information, you can contact Media Partners directly at (800) 579-3031.]]>