23 Feb The Top 5 Questions Small Business Have About Radio Advertising
The Top 5 Questions Small Business Have About Radio Advertising
1. With all the new technology available, why should I invest in something like radio?
People are much more likely to have a cell phone or compact tablet than they are to have a “boom box,” but that doesn’t mean that radio is dead. Radio can be accessed by most modern devices, and people still listen to it in automobiles, at work, and as patrons of small businesses.
According to Nielsen Audio, more than a quarter million Americans are listening to the radio. The potential for connecting to an increased customer base is huge, but you must put in the work. The best tool for the job is worthless if you don’t understand how to use it.
2. How do I reach potential customers?
Focus on your customer base. Who is buying from you or attending your event? Once you establish your customer demographic, then the sales representatives at various radio stations can match their listener demographic to your target customers. They will know who is listening when and be able to correlate the target audience to that audience’s format of choice.
Perhaps it is true that your product would appeal to “thirty somethings” in a fairly metropolis area. Odds are they are not listening to the hottest tracks on the local hip hop station or the easy listening station on the other end of the frequency spectrum. The trick is to find your audience where they are.
3. How can I get the best deal for my money?
Advertising “spots” are usually available in 30, 60, and 90 second segments. You can expect to pay for this airtime as well as the cost of producing the ad. Radio advertisement is based on repetition. It takes money to make money, and if you are not buying enough airtime, then you are wasting your time and money. Your budget will vary depending on the size of your local market. It will probably cost much more for advertising in a larger city.
4. How can I focus attention on my interests?
Who your ad reaches may be a determining factor as to when it is aired, but how it is aired is just as important. Strategically placed spots will cost a little more, but what is it worth for potential customers or participants to hear about your product or event? It may be more effective to have a few spots aired during peak times, like morning and evening commutes to and from home, than to have several spots throughout the day. You also may want to consider becoming a sponsor for the local programming. This will associate you and your interests with a particular show, and add legitimacy and prime exposure at the beginning, middle, and/or the end of the program.
5. How do I make my ads stand out from everybody else on the radio?
Sales reps have experience with what seems to appeal to audiences, but you know what your customers want or have come to expect. Working together should help you to produce an ad that singles you out by representing your product in a unique way. Perhaps specific music or sound effects will catch the attention of your customers. You don’t have a lot of time to get your point across, so you must catch them from the beginning and carry them throughout the experience.
Remember that this is a process and will have to be tweaked for maximum results. A little trial and error play will be necessary for you to determine what is and is not working for you. Overall, radio is a valuable medium that can make the difference between mediocre interest and great success.
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