If you're a typical small business, you've probably been approached by at least several different radio station sales representatives. In most cases, he or she comes armed with all the latest rating information demonstrating, beyond the shadow of a doubt, that his or her station is number one among just the kind of people who would buy your products or services. She or he will also probably stress how inexpensive radio advertising is vs. TV or even newspaper ads.
Yes, radio spots are cheaper that TV ads and often even cheaper than newspaper ads. But there area few things you need to think about before you sign that radio advertising contract. First, is yours the kind of business that can really profit from radio advertising? Radio commercials are very ethereal. Once the 30 or 60 second spot is over, there is nothing physical for your customers to hang on to. You have to depend on their ability to remember your message long enough to take some action, i.e., either call you or come to your place of business. This means you have to have a very strong and compelling advertising message. This could be a special, and I do mean special, sales event, or some other special promotion.
Second, how many of your prospects will the advertising actually reach? Radio ads are much harder to target than some other forms of advertising because they can be purchased only by demographics such as age. You can pick a station that scores well with people age 18-35, but how many of these 18 to 35-year olds are really prospects for your products or services?
Third, when will your spots actually run? The most expensive radio advertising is called "drive time," which in most cities is 7:00 to 9:00 AM, and 4:00 PM to 6:00 PM. Drive time gets higher radio ratings because there are so many people in cars listening to their radios as they drive to and from work. The smart radio station sales person probably won't even try to sell you drive time spots because either they've already been sold or because she or he knows you're most likely to choke at their cost. Instead, they will most likely try to sell you some other combination of times and days. The important thing to know is when your spots will run and how many people will hear your message.
Because radio advertising is so ethereal (see #1, above), you need to do a lot of it to get your message across. This is especially true if you cannot feature a special sales event or some other special promotion.
One of our local jewelers is a good example of what to do when you do not have a special event to promote. The main thrust of his advertising is for engagement rings. Just think about this market. A guy buys only one of these during his entire lifetime (theoretically), and could decide to make his purchase on just about any day of the year. So how do you reach this market? He buys so many commercials, I don't think a day goes by that I do not hear one of his spots. Sure, it's expensive, but it's the only way he can guarantee he will reach a prospect just before he purchases a ring. Plus, he has advertised so heavily and for so long, I don't think a man in this city could buy an engagement ring without least thinking about this particular jeweler.
I don't think it makes much sense to run a commercial that requires your prospect to remember a phone number. In most cases, he or she will not be in a position to drop everything, grab a pencil and write down your number. What would be more effective, in my mind, is to use a web address, especially if your web address matches your company's name. For example, if the name of your store is Great Memories, your web site should be www.greatmemories.com. Repeat this at least a couple of times in your commercial to help prospects remember the name of your business and drive them to your web site. You can then use your web site to provide more your business's address and phone number, and well as other important information.
The radio station will most likely offer to do your commercial for you free or at a reduced cost. This can be a good deal for you but you must provide the station with a list of "talking points," or those sales points that must be included in your commercial. For example, your list might include:
Store name = Great Memories (at least twice)|
Store description: Everything for the avid scrapbooker
Web address ? www.greatmemories.com (at least twice)
Special sale = all items reduced 30% this week only. Once a year sale. Stock up on your scrapbooking supplies now
Store address: 5600 Brookhaven
Finally, make sure you get to approve the script for your commercial before the station records it. As you review the script, think about your customer and make sure it includes everything necessary to get them to contact you or stop by your store.
Article by Douglas Hanna. Douglas is a retired advertising and marketing executive and long-time Denver resident. He is the webmaster of http://www.all-in-one-info.com, a free resource for information on a variety of subjects. Please visit his site to subscribe to his free newsletter, "Tips & Tricks to Save Money & Live Better."
If you own a mobile detailing business or mobile car... Read More
If you're a typical small business, you've probably been approached... Read More
Pay close attention and make it work the best for... Read More
One of the best and easiest ways to advertise without... Read More
1. Place copies of your circular on bulletin... Read More
According to experts, just changing the headline of an ad... Read More
The ability to lead, persuade and influence are integral skills... Read More
Achieving sales is probably the biggest challenge a web business... Read More
1) Include a coupon in your large ads. This can... Read More
We all are looking for ways to market our businesses... Read More
It is a given that billboard advertising "outdoor" is not... Read More
The most common way to drive people to your business... Read More
The SKINNY on NewspapersUsing the paper is considered gospel by... Read More
Custom LED Display, as the name specifies, facilitate control anything... Read More
Well, Super Bowl XXXIX is history. Too bad for the... Read More
If you are creating a brochure, make sure you follow... Read More
In this article, we want to explore the idea of... Read More
Sure, everyone needs business cards. But why not make your... Read More
If you own a small business you should consider ways... Read More
Yellow Pages advertising is one of the most popular forms... Read More
You offer a reliable, quality service. You know that if... Read More
Probably the most interesting thing about brochures and leaflets is... Read More
The big news on Wall Street last year was the... Read More
As technology continues to improve, the quality of digital prints... Read More
In today's fast paced environment, interaction with family and friends... Read More
"Culture is a like dropping an Alka-seltzer into a glass... Read More
Traditional brochures typically tell the story of your company, i.e.... Read More
Don't use vague generalities in your headlines. Be as specific... Read More
Ever heard or seen a radio or television commercial that... Read More
"Print & Mail is a type of service that... Read More
Sitting in front of a blank piece of paper? Wondering... Read More
Each year there is a Yellow Pages arms race where... Read More
The content of advertising is basically the same no matter... Read More
Do you know about the distinction - and it's a... Read More
For most companies, gone are the days of spending money... Read More
The more things change, some say, the more things stay... Read More
Different Types of Station ContactReaching radio hosts (for the purpose... Read More
From meager beginnings in 1920, radio has grown with us... Read More
Philadelphia retailer and US Postmaster General, John Wanamaker, once said,... Read More
Advertising will make or break your business. It is crucial... Read More
Starting a placemat ad business can create more business for... Read More
Unless you have become extremely popular in your personal or... Read More
If you own a small business you should consider ways... Read More
Wide range of electronic Key venues around the globe has... Read More
Believe it or not, there are plenty of opportunities out... Read More
Today, more than ever, it is crucial that your ad... Read More
Walk around any trade or consumer show and you will... Read More
Many home improvement contractors attempt to use advertising to expand... Read More
Advertising online is very similar to advertising in any environment.... Read More
We have a Great News that we think that may... Read More
Solution: You can protect yourself by partnering with other lead... Read More
Business cards are the most underutilized and misunderstood marketing tool... Read More
The decision on whether or not someone will read your... Read More
I suspect that everyone has an idea of what lamination... Read More
It's been said that the antidote to liking/loving is not... Read More
Today in the Business world whether online or off, it... Read More
Typical methods of advertising-newspapers, radio and television are effective if... Read More
Sitting in front of a blank piece of paper? Wondering... Read More
There are three main reasons why I would hesitate when... Read More
When advertising, you need to sell your opportunity, your products... Read More
I caught myself wracking my brain over what kind of... Read More
"How brochures can help you stand out from the competition,... Read More
Over the 32 years I've been involved in sales, marketing... Read More
New Age Media Concepts issues its first article... Read More
Would you like to get your new or existing Internet... Read More
It is a given that billboard advertising "outdoor" is not... Read More
Advertising |