Radio advertising is still one of the most successful ways to reach a wide audience at a relatively low cost, so having said that, for your programmatic radio advertising campaigns to be successful and to reach your target market, you need to define the profile of the public, and when creating an ad consider the impact of music and the importance of the voice and language used to convey your message.
It is also important that you are aware of the trends in radio that make this medium, although traditional, continue to have a large number of listeners and a great penetration.
If you want your radio ads to be fresh and memorable, follow these tips:
Advertising on radio requires the purchase of space, and the selection of this must begin with a clear understanding of what the audience you will be targeting is like.
Write a profile of your target audience in a single sentence based on the demographics of your potential customers. These include your age, gender, where you live, and other factors, such as family income.
Then, share that information with the sales representatives of the stations you’re considering. They will tell you if your audience matches these demographics, and what time of day or schedule you will reach your prospects.
There may also be qualitative characteristics of your ideal clients that you should consider when making your purchase of radio space.
The three most important elements when evaluating proposals are scope, frequency, and cost per rating point (CPR).
Reach is the size of the radio audience that will hear your advertising message.
Frequency is the average number of times your prospects actually hear your message.
Cost per rating point (CPR) is the basis for evaluating cost effectiveness.
CPR is what it will cost you to reach one percent of your target audience, so it’s the best way to compare the value of different stations.
Buy enough frequency to ensure your message is heard multiple times.
Radio stations are promotion engines, and there are at least two ways to get on board.
First, most stations offer the opportunity to sponsor news, weather reports, or other types of regular programming from the radio studio.
As a sponsor, you’ll often earn additional mentions, such as “promotional mentions,” which are announcements of your sponsorship that lead to special programming.
Radio stations also get involved in the community with special events. Look for sponsorship opportunities that include on-air mentions as well as visibility at the events themselves. And make sure you look for events that are focused on your target audience to put your company in the spotlight.
Good radio ads not only get attention, they keep it; usually through humor. You can also use compelling unusual sounds, music, or voices to grab attention.
Your advertising guidelines should tell stories or current situations that your target audience can identify with. To keep people listening to your patterns, month after month, it’s a good idea to make them part of a trending topic. Your audience will hear the latest versions, helping you spread your message more successfully.
For best results, make your call to action, either by directing the audience to a website or a phone number. It is important that one or the other is easy to remember so that it sticks in the listener’s memory along with your message and your brand.
Take advantage of what radio advertising offers to your company in scope and penetration so that you position your brand more easily and your target market remembers you with the mere evocation of a good slogan or an excellent jingle.
