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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