Radio Advertising

Radio advertising is alive and well and just as effective as ever; that is if your product or service is right for advertising on radio. No matter what area of the country your business is located in there are hundreds of radio stations to choose from. But before you begin you need to know the cost of radio advertising in relation to other advertising vehicles and also if radio station advertising is right for you. Consider the following questions.

1. Do you have a marketing strategy? There is no effective way to determine where your advertising dollars should be spent, whether on radio or any other medium, without a strategy. You need to know where you are and where you want to go.
2. Determine your budget. This will help you determine how long your radio ads can be, what talent you can use etc.
3. Can you effectively communicate the benefits of your product or service without having to show the product or service? If the answer is no, radio advertising is probably not your best bet.
4. What is your target market? This will not only help you determine if radio advertisements would work for you but would also determine which radio station to advertise with.
5. Determine the radio station that reaches your target market. One radio station might boast of a huge listenership but that does you little good if the majority of your target market isn't listening.
6. Determine your geographic target market. If your target market lives in Joeville don't use a radio that reaches Janeville, even if they can give you a better deal. The Joes won't be listening.
7. Compare your cost per thousand (CPM) with radio stations that can reach your target and your geographic market. Tell them your markets and have them figure out your costs. Compare them straight across the board.
8. Track your success rate. Build a tracking plan into your radio ad by using a dedicated number to call for more information or offer a special deal to radio listeners.

The results you are likely to get from your radio campaign will depend on at least two important factors: creating appealing and effective spots, and making an effective media buy. To accomplish both, stick to the following guidelines.

• Hire production pros. This is not a do-it-yourself field, unless you have worked in this field yourself.
• Make sure the spots produced are relevant to your target audience.
• 60-second spots are still the norm. Use engaging music, sound effects and voice talent. You need to be able to create images in the minds of the listeners that engage them.

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