Now we are going to take a look at both an extremely powerful way to market as well as an easy way to lose money, radio advertising. The worst disasters in marketing that I’ve heard have all been in this form of marketing. People have told me stories of how they have lost hundreds and thousands of dollars marketing on the radio and they all occured because these people were uninformed on how much money it takes to market here.
I’ll now give you some tips so that you will know if radio marketing is for you. To properly market on the radio you must achieve 3 to 5 net impressions for 16 weeks and continue from that point on with 3 to 5 net impressions 3 out of every 4 weeks. On average this means you will have to run 10 to 16 ads per week to gain that many impressions depending on the strength of the station your going to run your ads on. This amounts to $4000 or more per week on. If that cost scares you do not use radio advertising.
If however that cost sounds reasonable then read on. Radio advertising, if used correctly, wins the hearts of customers before their in the market for your product. Research has shown that radio ads implant your product in the minds of your prospects better than any other medium just like Pavlov’s experiments controlled his dog over time. Below are some tips on how to put radio to use for your business.
- Advertise on many stations with different offers to find best station in the same way as was explained in
the newspaper advertising part of this site
- Find out which stations your target market listens to
- Buy space on foreground stations such as News, Talk and Sports. A foreground station is one in which a listener listens to with their full attention. Music stations are considered background stations
- Music stations are used to aim at youth
- Never furnish scripts to a station. The best radio campaigns I’ve dealt with included providing an outline to the host from which to improve from.
- Never allow the station to create your copy for you
- Research has shown people listen more attentively when an announcer talks faster
- Make sure the announcer repeats the name of your business and phone number multiple times through out the advertisement
- Never say in the ad to look for you in the yellow pages
- Use testimonials
- Have owner speak if they have an attractive voice
- Always speak in present tense
- Avoid jingles unless they are great and performed by professional performers
- Use a catch phrase if its a good one, original, and not offensive in anyway
- Have ad created professionally and then listen to it in mono if it will be played on AM so that you hear what your prospects will
- Cume : The number of unduplicated listeners who tuned into a station for at least five minutes of a particular time.
- Average Quarter Hour Persons : The average number of people in a particular demographic who listen to a station for at least 5 minutes during an average quarter hour within a given time period.
- Average Quarter Hour Rating : Audience for a demographic group expressed as a percentage of all persons estimated to be in that demographic group.
- Net Frequency : Average number of times that a listener is exposed to a commercial in a time period
- Cost Per Point : The cost of each rating point for a for a specific schedule. This is the current preferred means to judge the relative competitiveness of a stations rate card within the market.
- Vertical Scheduling : Running one spot per hour for at least thirteen consecutive hours one day per week. This is often considered the second best way to advertise on the radio.
- Horizontal Scheduling : Running one ad per hour during a four hour time slot every day of the week. Considered the best way to market on the radio, however more expensive than vertical.
- Road Block Advertising : Running one ad on all stations aimed at your target market at exactly the same time. When used with vertical and horizontal advertising this form has proved very effective but once again even more expensive.
- Optimum Effective Scheduling : Supposedly a calculation aimed at reaching the most prospects with the least amount of dollars. Often this calculation provides to many ads for regular advertising and not enough for special event ads.
That’s All Folks
This is a brief overview of techniques I have found effective when advertising on the radio. Radio indeed is a very powerful medium which is more intimate than any other, but like any powerful weapon if used incorrectly it will eat up all your money with little or no benefits.
If you have any questions leave them in the comment section below.
till next time…