The key strategy for making your product and company well known is advertising. In fact, it is the lifeblood of any business. The main reason why companies need to advertise is because the target market constantly changes. Advertising is intended to get new customers or to overcome your competitors. It is a way to make your product known and inform consumers about what you can offer. There are many methods to use; one of the traditional yet most effective ways is the radio advertising.
In one week, the radio can reach millions of Australians. That’s about 96% of the teenagers. So whoever your target market is, you can reach out to them effectively through the radio. People from different ages and various walks of life as well as professions listen to the radio at least once a week. Most people who drive cars listen to the radio. Workers do the same every day. Indeed, advertising through the radio is ideal for businesses. Here are some tips on using radio advertising:
1. Identify your audience and time
You have to be very specific about this. You must pinpoint your audience to have a clear understanding of what type of listeners you want to reach. An easy way to do this is to know what your product or services are for. Once you have identified your audience, this will help you draft the specifications for your radio advertising. For example, if your products are specific for dads, a great way to select a time slot is in the rush hour of the morning and evening—while they are driving. Since most driving dads listen to the radio, then you should pick that time slot.
Identifying your audience will also help you choose the radio stations. Let’s take the last example. If your audience is a father, then you should pick those stations that play songs from the 70′s to 90′s. Songs which most dads are familiar with and will most like listen to.
2. Know what you’re paying for
Consider what you’re paying for the radio advertising. Know the station’s reach, frequency and cost-per-point. Reach is generally the estimate number of prospects that may listen to your message. The frequency will now determine how many times they can hear your advertisement. Then the CPP is how much you will pay for every 1 percent of your target market that hears your commercial.
3. Entertain the listeners
Aside from the fact that you know your audience and your product, you should deliver your radio advertisement in a very entertaining way. Choose a plot as if you’re actually talking to the listener. You can choose a trusted production company so that you can understand the basics of radio entertainment and incorporate it with your product and services. You must make use of humor as entertainment scheme, it works.
4. KISS Method: Keep it short and simple
Radio advertising must be short and simple. This is to make your audience grasp what you’re actually telling them quickly.
5. Don’t repeat your call to action many times.
It can be very annoying to hear the phrase “buy now” over and over again. So while making your campaign, you should focus more on the WIFM (what’s in it for me) and not encouraging them to avail of your products.
