Successful Tips For Radio Marketing

More than once I have been contacted by an otherwise quite knowledgeable business person making the statement “radio advertising simply did not work for me”. Radio commercials are getting very popular these days. This statement troubles me because it is been proven time and time again that radio, when used correctly, can be the most successful medium for driving customers to a company. Think about it – what other medium is on in cars, in businesses, on in the kitchen when someone is making dinner, played loud at a back yard bbq, and a slew of places and other times. Despite other mediums of entertainment evolving over the years, radio is still one of the leaders.

The problem can be always diagnosed by me almost after I hear this, with – in 2 – 3 questions. Just as a physician would not tell you to “Go home and die, you are not working”, if you feel ill – he wants to find the origin of the difficulty and correct it. The first question I ask is – Where were you marketing. If your radio commercial is on a station that does not connect with your target audience, radio will not work for you. Many people hire radio marketing company to promote their business. For example a Women’s clothing store that wants to target women 35-54, will probably not do too well on the local sports talk station or the rock station no matter how much the “supervisor of the shop enjoys those stations”, or what “Great deal” the local representative gave you. It is not your audience, if it is not your audience.

If the radio station itself is not the issue, I ask about how often it was on the air. If the response is “once a day for a week”, or “two times a week for two weeks” – we have found the issue. If your advertisement is only heard one time by your audience, it is not doing anything. A rule of thumb your commercial needs to be heard at least three times by your target customer for them to take action. This does not mean it just needs to air three times. it needs to be heard on their program three times or more. An advertising agency will be able to tell you on average how many times your radio commercial will be heard based on listener stats.

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