4 Tips For Effective Radio Advertising

Believe it or not, the commercials that you hear on the radio are often times dissected, re-worked, re-arranged, re-worded and re-voiced several times before finally becoming the finished product that you hear every single day. Yes, there is a method to the madness of creating a quality radio commercial production.

ontheairBut what is it?

The method really changes from commercial to commercial, but one thing always remains the same. Relate to the person listening to the commercial. One way or another, that message and offer needs to strike a cord with the target listener if its going to be effective.

Here are some tips to make your radio advertising campaign effective.

  • Don’t over think it. People are passively listening to your message, make it clear and make it good. Putting 10 restrictions on something will lose the target quicker than you can say “call now”.
  • Keep the offer good. Don’t skimp and offer 10% off something – make something FREE when they come in or call. I’m not telling you to go broke, but the better the offer the better chance you will have for that potential new customer knocking on your door wanting to get you what you offer.
  • Advertise on a station your customers listen to, it may not be the “highest rated in the market”. It might not be your “favorite station” either. Ratings and demographics exist for a reason: to tell you who is listening to what.
  • Look for frequency. It comes in many forms: Being on the air at the exact same time every day, or having enough message spread out over a set time frame. Frequency will be the key to your success.
  • Don’t rely on bargain basement radio commercial production. If your commercial was created for “Free” or next to nothing or “thrown in”, chances are it will not be of the best quality. Spring for an outside production service to create your message. Having an effective commercial that stands out from day on will save you money in the long run and likely bring in more business.

Now that you know some of the inside things to look out for and be aware of when you venture into the world of radio advertising you will be better equipped to come away from radio commercial production with positive things to say and more money in your pockets. Radio can be an incredibly effective medium when used correctly.

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How Do Radio Commercials Attract New Customers?

is advertising on the radio effective?

Do radio commercials attract new customers?

The short answer: Yes. The long answer: Yes.

There you go… article finished. You’re research is complete. Move along… nothing more to see here.

Lets be real. You are doing your due diligence into the world of radio advertising because you want to know if the medium can still produce results. While the answer is yes, there are still several factors that play into the medium of radio advertising being effective. Just so you know though… there has always been multiple factors that play into how effective a radio commercial can be. This has nothing to do with the amount of new advertising mediums that exist or surround radio.

At the time of this articles writing (2012), more than 94% of the population listen to radio on a daily basis.

Jeff Healey the President of the Radio Advertising Bureau recently said “Advertisers’ expanding use of Digital and Off-Air platforms to complement their sustaining broadcast commitment strengthens Radio’s current and long term viability,”. He also said that “The live and local environment that Radio offers provides an ideal platform for a diverse group of advertisers to zero in on their target audiences,” because of this “The positive growth we’ve seen over the twenty-one month period is unprecedented since the late 1990?s. Once again, this underscores Radio’s strength during these unusual economic times,”.

The growth in radio revenue is a clear indicator of the power that radio advertising brings to the table for small and medium-sized businesses in troubled economic times.

While it is true that some radio stations are not as “interactive” with their community as they once were, there are still several stations that play a major role in community events and charity work. These are the stations that are trusted by their listeners and often times deliver the best results to their advertisers.

Sometimes opportunities exist to co-sponsor community events with radio stations. This helps cover the costs the radio station incurs for helping with the community events and helps grow the brand and good name of the businesses involved.

It is clear that a focused message airing on a targeted and well listened to radio station can produce results for almost any small, medium or large business. As more and more people ditch the cd and find the process of creating a tedious “playlist” just that, tedious – the influence of radio advertising will continue to grow into the future.

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How Many People Listen To The Radio?

You’re thinking about more ways to advertise your business and the idea of “radio” has popped into your head! Good for you, you are certainly on the right path when it comes to getting your name and message out in front of the masses.

radios005While radio does reach more people than almost any other medium each time a message airs, you need to be sure that your message is optimized to its fullest potential so you have the best chances of seeing results. Making your radio advertising count is what this article is all about.

If your business has a storefront sign, chances are it was made by a professional. Sure you could have just ran down to the hardware store and picked up a can of spray paint and “did it your self” or went with a super cheap sign guy who could inhale the paint fumes instead of you… but chances are you knew enough to have the sign put together by someone who knew what they were doing.

When it comes to creating your radio commercial for your radio advertising campaign, be sure you follow the same logic. While you could of course go the “do it yourself route” or “cheap” route, the end results would be that of spray paint vs. professional. While this may be obvious to some, it is not to others. If you take a moment to take in some radio commercials on your local station you will very quickly be able to find those who went the cheap route and those who invested in a professionally created radio commercial.

When a commercial is created by professionals: it just sounds better… There is no simpler way of putting it. The message stands out, it conveys a sense of professionalism which in turns builds trust in the minds your potential customers. If a commercials is created on the cheap by the same voices that are on every other commercial on the air, or read by someone who clearly has no conviction behind what they are talking about, your business also comes off as unprofessional and with out even saying it “untrustworthy”. Is that the type of message you want to convey?

Creating a professional radio commercial for your radio advertising campaign is not a very expensive proposition and can be done in a very short period of time. The results more times than not will pay for themselves with your first sale.

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How To Make Your Radio Advertising Message Effective

Nothing drives a focused person like myself more crazy than an unfocused person who has no idea what is best for themselves.

radios007You know what I’m talking about. The type of person who has all the information laid out in front of them, they are one step away from making the right decision and yet, they still can’t decide or just make bad choices time after time. I have a person in my life who is like this…

Granted, that person is a 5 year old girl… It still drives me crazy.

“I want that piece of the pizza”, she will say as she grabs the largest slice of the pie and puts it on her plate. Thirty minutes later, two bites have been taken out of it and she is “full”, yet wants to take a second slice and eat the very same type of pizza off other peoples plates.

You have to say “no” and show her why that type of choice is wrong, time and time again until it registers in her little brain. That’s what being a parent is all about though. Continued, repeated guidance and repetition to help the little one fully understand what type of decision they are making and what would be most beneficial for them. After some time and accurate guidance, most children will begin to be able to make good choices.

As a parent you breath a huge sigh of relief, and then move onto the next behavioral flaw you want to improve with the ones you are charged with preparing for the world. Does this process remind you of anything that goes on in your business?

Essentially what you are doing is “marketing” good choices to your children. You show them why it would be best to do what you want them to do and eventually they do it. Key-word, EVENTUALLY… Quite often they don’t take your advice the first time it is presented.

Neither do new customers.

When you are advertising or marketing your own products or services, you know better than anyone what an obvious choice it “should be” for select customers. The people who are hearing your message may not pick up on the obvious so quickly though. That is why mediums like radio and TV act as the “parent” and continue to repeat and re-enforce the message you want to communicate.

Just as you try to keep your message to your children clear and to the point, the message you put out on radio and TV should be on target and clearly show your the potential customer why your offering is the best solution to their problem. Do this time and time again, and you will very quickly find yourself in the company of well behaved children… or… customers. That how it should work “most of the time” anyway.

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National Radio Advertising 101

A national radio advertising campaign can be incredibly effective and profitable. It can also be incredibly costly if one doesn’t know the options available to them or how to use them effectively.  With all things in marketing, it comes down to your budget. What you can afford to do, will determine the best route to take your national radio advertising campaign.

How do the price brackets break down when it comes to national radio advertising? Lets take a look – from lowest priced options to highest price.

mapLike it or not, a national radio advertising campaign is going to cost more than paying interns to run through the streets with mega phones. One of the lowest priced options out there (and sometimes most effective) is satellite radio advertising on SiriusXM Satellite Radio. Starting plans on this medium are in the 5k – 20k range depending on the stations you want to air your message on and how frequently your message airs. Satellite radio offers a wide range of very targeted programs for virtually every demographic and very competitive rates. Some stations can be as low as $35 per airing, while others will go above the $200+ mark  based on the size of the audience and demand.

If you need to reach a national audience and are on a budget, my first suggestion is almost always satellite radio. If you would like to explore these options be sure to give me a call. The number is listed on the top of this page.

If you have a higher budget to work with and want to reach a national audience via radio, the next logical choice would be to explore syndicated shows. There are several tiers when it comes to syndicated radio.

You have your smaller syndicated shows that air on 2 – 20 stations and have price per airing in the $200 – $400 range. Then you have medium-sized shows carried on 21 – 60 stations, prices on these shows range in the $200 – $700 depending on the show. Then you have large and major shows (Rush, Hannity, etc). Rates on shows with audiences this large very quite a bit and can be anywhere from 1k – 10k per airing. Typically the more affiliates a show has, and the type of stations those shows are carried on will be reflected in price.

If you would like to explore a campaign like this, click “contact us”, and let me know. I would be happy to get you some numbers to review.

Keep in mind all syndicated talk is not political. There are several “lifestyle” or “music” shows out there that offer very competitive rates and are always searching for advertisers. Rates vary based on demand.

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Is Advertising On The Radio Effective?

Just “being on the radio” doesn’t mean it will “work”.  There is and always has always been multiple factors that play into how effective a radio ad can be.  More than 94% of the population listen to radio on a daily basis.

Jeff Healey the President of the Radio Advertising Bureau recently said “Advertisers’ expanding use of Digital and Off-Air platforms to complement their sustaining broadcast commitment strengthens Radio’s current and long term viability. The live and local environment that Radio offers provides an ideal platform for a diverse group of advertisers to zero in on their target audiences,” because of this “The positive growth we’ve seen over the twenty-one month period is unprecedented since the late 1990?s. Once again, this underscores Radio’s strength during these unusual economic times,”.

Radio advertising has been a life saver for many small and medium-sized businesses in troubled economic times.

is advertising on the radio effective?

It is clear that a focused message airing on a targeted and well listened to radio station can produce results for almost any small, medium or large business. As more and more people ditch the cd and find the process of creating a tedious “playlist” just that, tedious – the influence of radio advertising will continue to grow into the future. Another factor that has increased radio listener ship in the past few years is the death of local newspapers. As print (the medium had traditionally been the pulse of a community) continues to die, people are looking for a new trusted source of local information.

Most times, local radio stations and their websites have become that source.

A targeted radio plan on the right station with the right message may be more effective today than at any other point in history.

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How Much Does Radio Advertising Cost?

You have a product or service that needs to be promoted. You have set aside some marketing funds and now want to explore the world of radio. So when you break it down, how much does radio advertising cost? The answer to that question can be found once we narrow down four important factors.

1) City. What city do you want to advertise on.

2) Station. What station you want to advertise on.

3) Time. What time of day do you want your commercial to air.

4) Frequency. How many times do you want your commercial to air.

radio advertising costIn order for a radio advertising campaign to be successful it will need to get in front of the correct audience. The first thing we do once we know what city you want to reach is to identify what station best reaches your customers. Then we need to take a look at the times that those potential customers are most likely to be listening to that station. We then need to determine how many times the commercial will need to air in order to make an impact with your customers.

From all of this… we can figure exactly out “how much”.

Keep in mind, every radio campaign is different. The amount of money spent does not always equate to success.

There are effective plans in some areas for 3k or less, while at the same time there are effective plans for 50k in that same area. It all depends on the size and scope of what you want to do and where.

If you would like us to help you map out a detailed plan with exact rates for advertising in your city, please click “contact us” below. We will then personally get back to you to discuss your needs and craft a plan based on the budget that works for you.  Not what a radio station wants to push on you.
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Do Funny Radio Commercials Work?

Can humor be effective in a radio commercial? Yes. Can humor also be detrimental in a radio commercial? Yes.

It’s all about how it’s designed.

Right now, I can think of 10 radio commercials that made me laugh, yet did not make me remember the brand they were advertising. Nor did they make me take any sort of action (other than laughing). As a marketing director or businessperson, your goal is likely one that falls beyond simply making a consumer chuckle. So how exactly do you incorporate humor into a radio commercial and still get a message across?

Bridge the gap between humor and emotional connection.

Often times what I like to do when creating a funny radio commercial is to begin with humor as an attention getting method; then transition into a strong offer for a product or service. The transition needs to be smooth and to the point.

funny radio commercials

More often than not I hear commercials that use very entertaining humor, but then lose me immediately after the joke and never get me back to actually grasp what that commercial wants me to do or who it is for. The bridge between the humor and the actionable request to the listener needs to be very short and to the point.

Sometimes a commercial can even interject small nuggets of humor throughout an otherwise informative or somewhat serious script. This is a tactic I often use when there are a lot of important points that need to be made in a limited amount of time. The humor is used to help keep the listener’s attention through what would otherwise be a sixty second sales pitch.

If you’re looking for a funny radio commercial for your business, feel free to give me a call or drop me an e-mail. I’d love to discuss concepts and ideas that could help make your radio ads more effective and funny at the same time.
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