10 Good Reasons to Advertise on the Radio
If you’re going to advertise (and so you should), it makes sense to spend your advertising money where you get the most results….
Radio! Here are some of the reasons why radio is your best choice. (Courtesy of the Radio Advertising Bureau)
1) Radio sells with immediacy. Research proves that radio regularly researches consumers within two hours of their largest purchase of the day. Can there be a better time to reach consumers than on their car radio while driving to do today’s shopping?
2) Radio sells everywhere. Radio is the only true mobile medium, in the car, at work, and at play, radio is there….the companion and the advertising force your customers take wherever they go.
3) Radio sells with intimacy. In your personal life, when you have something very important to communicate to someone, which would you prefer – to show them a picture, to write to them, or to talk with the intimacy and emotion of the human voice? Radio sells intimacy.
4) Radio stars in the theatre of the mind. Want a 100-piece symphony orchestra in your ad, an elephant, a chorus, a laughing child, a love song? With pictures and emotion-evoking sounds, radio’s theatre of the mind stimulates the most emotion-filled pictures the mind can comprehend.
5) Radio escapes advertising clutter. Today’s newspapers average 2/3 ad copy to 1/3 editorial copy of its time on advertising. Today’s radio, at about 10 minutes of advertising per hour, devotes less than1/5 of its time to ads. Radio is the uncluttered medium.
6) Radio is the cost-effective medium. Newspaper rates are up (even though circulation is down). TV ad rates are up (even though viewership is down). Radio advertising costs grew less than any other major form of advertising.
7) Reach is nice, but frequency sells. Newspaper and TV are reach media – they reach varying numbers of people. Psychologists tell us that consumers need to be exposed to an advertising message at least three times before it begins to penetrate. Most local businesses cannot afford the necessary three-times plus frequency that effective advertising demand – except on radio. Radio is the reach and frequency medium you can afford.
8) Radio’s targeted advertising sells. Radio’s variety of formats allows you to pinpoint your advertising on the station or stations that best match your consumer’s interests. You cannot pinpoint advertising in the broad-reach, scattershot newspaper and TV media forms. Radio’s unique targeting ability saves you money.
9) You’re always on the front page with radio. With radio advertising you are front and centre in the listener’s attention span when your ad is on air. You’re never buried on page 42 and never surrounded by competitor’s ads. With radio, you are always on the front page.
10) Radio is an active medium in an active society. Passive forms of advertising simply list merchandise or tell where a product is available. Radio is an active medium capable of strong emotion, creating demand, and selling your product or service. Today’s hotly competitive marketplace demands an active medium. That’s radio! All information is provided by a third-party source, for more information go to http:/www.radioadvertisingfacts.com
Radio Advertising Tips
Here are some concepts to keep in mind as you plan your radio advertising:
1) Feature one item, or a limited number, per commercial to ensure listener remembrance. You can't sell ten items in thirty seconds.
2) If you must use price, use one or a few only. This way you won't confuse the listener.
3) Is a phone number necessary? If it can't get an order or sell a customer, and if you can't make it the centerpiece of the ad, don't use it.
4) Spend a reasonable amount of money. Don't expect good results unless you invest appropriately.
5) Use saturation for hard-hitting impact. You can't get the job done with one spot. Repetition - frequency - is one of radio's biggest persuaders.
6) Distinction is an effective tool for attracting people. That sound effect, theme music or "sound signature" will help your ads make an impression.
7) Don't select radio programs or formats for your own personal likes or dislikes, but rather for the audience you want to reach.
8) The best use of radio advertising is day in, day out, seven days a week, 52 weeks a year. The results from radio advertising build over time, and they are lasting results.
9) Don't try to reach too many people all at once. It is better to reach 10% of your prospects 100% of the way than to reach
100% of your prospects only 10% of the way.
Very few small business owners have any formal training in advertising and marketing. Many open a new business and then just “wing it.” More often than not, the results are disappointing. At our Radio station, we’re in business to help you do more business.
We don’t just sell advertising. We produce marketing campaigns designed to help you grow your business. With that in mind, listed below are answers to several Frequently Asked Questions about advertising.
Q: How long should I advertise?
A: The answer depends on how long you plan to be in business. Marketing experts say “never start an advertising campaign with the intention of ever stopping.” Successful advertising campaigns are consistent and ongoing.
Q: What’s wrong with advertising only when I’m having a sale?
A: The unintended consequence of advertising only when having a sale is that it trains shoppers to shop with you only when a sale is in progress. And because a sale means you’re selling merchandise at a lower markup, you’re making less money on each sale. You should be encouraging customers to shop with you all the time, not just when having a sale.
Q: How much should I spend on advertising?
A: It varies by industry, but the general rule of thumb is to spend 2-5% of your gross.
Q: What type of advertising is best for me?
A: This too varies by industry, but we’re somewhat partial to Radio advertising. Radio uses the power of the human voice to motivate and persuade potential customers to do business with you. And Radio can spread the word faster, more effectively and more economically than any other media.
Q: How do I create an effective ad?
A: Whether advertising on Radio or in other media, effective ads all have the same thing in common - a good offer and a call to action. However, too many ads are poorly written and poorly mplemented. Ask us for information on how to make your advertising more effective.
Q: Which Radio station gets the best results?
A: For maximum effectiveness, advertise on a station that matches the target demographic of your product or service. For example, if you’re selling farm equipment, a country station is a better choice than the local hip-hop station. If selling women’s clothing, a station with lots of women listeners is a better choice than an all-sports station. All information is provided by a third-party source, for more information go to http://www.radioadvertisingfacts.com