Tips And Tricks To Make Radio Advertising Work For You

In a world consumed by various types of media, small companies are reaching audiences far and wide through radio advertising. Attracted by the lower rates, the ease of creating audio-only content and the numerous slots available for purchase, the internet radio has given new life to radio as a whole. Though buying time is easy, it not as easy to create an advertisement that will pay for itself and increase product revenues at the same time in the short airing time for radio ads. The best way to make radio advertising work is to make sure the product is presented in a quirky and memorable style.

Consider using a professional to write and record your ad. hey will not only have the experience but also the tools required to match the voice over with background music and other sound effects to give the ad an auditory boost. If you are secure in your writing skills then consider simply hiring a voice actor to simply read your script. Offbeat introductions from inanimate objects, animals, people who have passed away or even famous celebrity impersonations usually catch people’s attention fair quickly. Shock and amusement are great attention grabbers so use this tactic wisely. Posing questions or questioning basic truths is also a great way to engage listeners. Use age appropriate humor and funny jingles to further get the audience dancing to your tune.

Most radio stations have the option of measuring the marketing success of an ad. If something didn’t work out during the initial phase of the campaign, consider tweaking certain elements, like changing the slot, but without paying an extra fee. Chances are that the prices for your slot will be negotiable so don’t forget to haggle. In fact, there is the possibility of playing your entire quotient of ads in a single ay so talk to your marketing advisor about the possibilities.

Read Also: Radio Advertising Advice – the two biggest mistakes advertisers make

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The Basics Of Advertising On Air

Radio advertising offers the best bang for your buck when it comes to spreading word about your business to a wide and varied audience. Most people forget that the radio was primarily used to convey information over a widely distribute population; these days, everyone thinks that visual and digital channels are the only way to propagate any sort of product. Though definitely more traditional, advertising on a medium like the radio can be an extremely effective marketing strategy and the investment is definitely less than today’s more conventional channels of communication. Recent studies say that throwing the radio into our marketing mix can help reach up to 93% of the adult population on any given working day.

Radio ads reach people when other mediums cannot. Since it does not require its audience to stop what they are doing, the ads can communicate with its audience while they are driving, working or even sitting in a waiting room. The range of exposure of the radio, especially when used in conjunction with other media outlets, reinforces the brand in the minds of your customers, both present and future. It is scientifically proven that information that is passed through sound is retained the most. Using a catchy call for action jig at the end of the ad can also make it more memorable without having the audience write anything down to remember the information.

Another advantage of using audio ads, apart from the fact that they cost significantly less than both newspaper and TV ads, is that they can be created and aired quicker than other mediums. This means that changing a product specification or promoting special offers is easier. The best time slot for advertising your product depends on the audience you intend to reach and the amount of money you wish to spend on acquiring the slot for a certain amount of time, so choose wisely and watch your brand prosper.

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How To Measure The Effectiveness Of Your Radio Ad

You have successfully chosen a campaign objective, a target demographic and you have also created a radio commercial and aired it during set slots during the day. Customers are coming in to buy your products or partake in your services. But now, another problem arises. How will you know if your investment is beginning to pay off? Of course, the normal indication is a sudden surge in your customers, but how can you find out that they are here because they listened to your radio commercial and not because of some other media advertisement that you may have also invested in? Here are a few ways to make sure your radio advertising is garnering interest and bringing in the crowds.

One of the ways to measure the success of your radio ad is to create a metric consistent with that of the marketing objective. This type of success measurement takes two steps to figure out. This is one by measuring sales before the ad and after the ad, provided that the commercial on the radio is the only advertisement being done. The next method is to measure sales against an industry standard or benchmark. Such information is available in almost all industries both online and through government and private trade centres. This will give you a rough idea on how much profit you should be reaping for the amount you spend on advertising and many trade magazine and brochures provide additional information on how to boost sales through whatever advertising medium you choose to use.

The final method is considerably more hands-on and works best for services. Try asking customers directly on how they heard about the product through a multiple choice survey. This also works well when you are advertising for a specific aspect of your company and want to know that it is getting its exposure through your radio advertisement by including certain keywords in your survey. To sweeten the deal, certain discounts or bonuses can be availed.

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