How to do radio advertising right
Thinking about doing some radio advertising? Here are five important tips for success.
Write a simple profile of your target audience. Your radio ad buy should be based on the station or network's ability to deliver your target audience. Your profile should indicate your best prospects based on demographics including age, gender and other specifics. Make sure that the station can deliver your message to your best prospects.
Look at the station or network's listenership quality. Do they use your product? Do they live where your product or service is sold?
Consider listening area and programming. You will want a station or network that reaches your prime target audience. If you're selling a product or service desired or used by homeowners, then you'll want to reach more of that audience without wasting your money reaching those who don't.
Buy what you need. When it comes to broadcast ad buying, the number in spots is less important than when they'll run and who will actually hear them. Depending on the station or network, you may want to run the less expensive run-of station (ROS) schedule if the the programming throughout the day matches your target audience. If not, be more selective and reach your target audience during the dayparts that best match your target audience.
Reach your core of prospects. Advertise frequently to a small, core group of your most well-qualified prospects. One of the secrets to a successful radio ad buy is to balance reach (number of listeners) and frequency (how many times your message is heard).
For more information on how to make a successful radio ad buy, contact us today!